Argues that the widespread weakness of marketing implementation stems from the marketing discipline′s neglect of ideology in the organizational change process. By contrast with accountancy, marketing has failed to appreciate and develop its own “professional ideology”. Two short case...

Examines how R&D can learn to market itself. Draws on four intensive case studies of in‐house and independent laboratories to argue that developing this capability requires pervasive organizational change, which goes beyond the introduction of marketing specialists and the creation of...