Research in the gap between the obvious and the improbable

Purpose In considering my academic history as a professor both in marketing and management, I hope to demonstrate that it is possible to research challenging and interesting topics in a variety of guises. Design/methodology/approach The presentation is primarily chronological but also, to some degree, selective. I have focused on my research activities but not forgotten the importance, at least to me, of both academic administration and indeed a broader set of interests in more general terms. Findings While there is inevitably a significant degree of path dependency in my academic career, I have also been quite keen to explore more broadly both the boundaries of my subjects and the application of various different research methods. I have been particularly fortunate to have worked with some excellent academic colleagues and stimulating doctoral students. Research limitations/implications I believe there are a twin set of implications for other academics; however, I would emphasise that there is no single right way. For me it has been important to pick topics which are of interest to others and at the same time try and demonstrate some distinctive value added in my approach. Originality/value I hope that those who are earlier in their career will take heart from two principles, one being to do one’s best to be in interesting places and the other to work closely with colleagues who have challenging and different perspectives.