- Email: [email protected]
A tribute to Professor Roger A. Layton
Australasian Marketing Journal 20 (2012) 201–202
Contents lists available at SciVerse ScienceDirect
Australasian Marketing Journal journal homepage: www.elsevier.com/locate/amj
A tribute to Professor Roger A. Layton a r t i c l e
i n f o
Article history: Available online 6 July 2012
Keywords: Marketing history American marketing Association Roger layton
a b s t r a c t My reflections are focused on Roger Layton as a professional colleague and gentleman rather than on his research contributions. They deal first with my early interactions with him in the 1960s and 70s, in the USA and Australia, and show the impact Roger had on my thinking and indirectly on the international posture of the American Marketing Association (AMA) through my AMA involvement. Second are reflections about our more recent collaboration as co-authors of a Hospitality Marketing book which reflects Roger’s thinking about marketing thought, its role, and activities. Ó 2012 Australian and New Zealand Marketing Academy.. Published by Elsevier Ltd. All rights reserved.
1. Introduction The Australian and New Zealand Marketing Academy is to be commended for recognizing the distinguished academic career and professional accomplishments of Professor Roger A. Layton. This special edition of Australasian Marketing Journal focusing on his contributions to the marketing discipline and profession is a richly-deserved honor. It symbolizes the respect that Professor Layton has earned from his marketing peers around the globe and the esteem that his Australian and New Zealand marketing colleagues and former students have for him. I feel privileged to have shared many stimulating educational, professional, and social experiences with Roger for a period of more than 40 years. The contributions of other authors focus on Roger’s specific contributions to marketing resulting from his research, writing, and teaching activities. My brief comments are more personal in nature. They deal with Roger Layton the person I know, as a valued friend of longstanding, a highly-respected and accomplished professional colleague, and a gentleman. To most marketing academicians Roger is the father of marketing in Australia, New Zealand, and in fact the whole South Pacific Region. He is widely recognized as an accomplished marketing scholar, researcher, teacher, and administrator, from ‘‘down under.’’ Roger has been directly involved with the development of marketing in the Australasian Region from its initial days to the very present. Most recently he has contributed very significantly to the advancement of marketing education in China for which he received official commendation. Roger is associated with a number of important ‘‘marketing firsts’’ in the South Pacific. He held the first Marketing Chair in the area at the University New South Wales (UNSW). He was instrumental in establishing the Region’s first undergraduate and graduate degrees in marketing. He was the driving force in setting up the Region’s first School of Marketing and in developing its first Ph.D program in marketing. Not only was Roger the most promi-
http://dx.doi.org/10.1016/j.ausmj.2012.05.010
nent marketing faculty member in the Region, but he also served as the Dean of the Faculty at UNSW for more than 10 years. His contributions of course extended well beyond Australia and New Zealand to the global marketing community. Roger’s achievements have been recognized by numerous academic awards and professional honors that have been accorded him. He was awarded Australia’s prestigious Member of the Order of Australia. He is a Fellow of such professional associations as: The Marketing Institute of Australia, The Australian Institute of Advertising, The Market Research Society of Australia, The Australian Institute of Export, and The Australian Institute of Management. Recently he was honored as a Citizen of the City of Guandzhou, China. Roger participates regularly in marketing conferences and seminars around the globe. His interests encompass the theoretical as well as the applied areas of marketing – the quantitative as well as the behavioral and qualitative aspects. Although his research interests and publications cover a broad spectrum of topics in both macro and micro areas he is especially interested in macromarketing. Roger is a regular participant in Macromarketing Conferences and a contributor to the Journal of Macromarketing. 2. Encounters with Roger My very first recollections of Roger relate to his publications during the latter part of 1960s like the manuscripts that were published in the Journal of Marketing Research. At that time relatively few professors outside of North America published articles in the American Marketing Association’s Journals, or participated in AMA Conferences. Having read some of his work I looked forward to the pleasure of meeting him. Yet, I cannot recall how, or when, we first met. Perhaps Roger can. At any rate, it was my good fortune to meet him early on in both our careers. My best guess is that we probably met at one of the AMA’s annual Marketing Educators’ Conferences towards the latter part of
202
W. Lazer / Australasian Marketing Journal 20 (2012) 201–202
the 1960s. At that time the annual AMA Marketing Educators Conference was held in conjunction with the Allied Social Science Association Meetings—American Economic Association, American Sociological Association, American Statistical Association, etc. The Conferences were scheduled immediately after Christmas. What I do recall distinctly is my very positive impressions of Roger. I truly doubt that Roger realizes how much our interactions shaped my interest in, and appreciation of, the international dimensions of marketing, especially my thinking about the international challenges facing the AMA. I have always been grateful to him for that. My comments will be limited to reflections on just two of the numerous situations involving Roger that flood my mind. The first had roots in the late 1960s and early 1970s. It requires developing a little background and context to appreciate what happened. The second took place in the 1990s and relates to our co-authorship of a book on hospitality marketing. In the 1960s when we first met I was actively involved with the AMA. The AMA established Chapters in the U.S. and Canada only. By design the AMA was the American Marketing Association, not the International Marketing Association, or the World Marketing Association. Its membership focus was in North American. Although interest in the international dimensions of marketing was growing, marketing academicians gave the area relatively little attention. The AMA continuously received requests for cooperation and support in a variety of proposed international ventures from both individuals and associations around the world. Most of the requests involved financial support. As the world’s dominant marketing association with a stated objective of advancing ‘‘the science of marketing’’ the AMA was concerned with its role and responsibilities. I chaired a Committee dealing with the AMA’s future international thrusts. In the early 70s, the U.S. State Department extended an invitation to serve as an Embassy Scholar in New Zealand. The assignment included lectures and seminars at various universities, meeting with the ambassador and his staff, university administrators and marketing faculties, public addresses, etc. The fact that Roger Layton, who I had only met briefly, was in the vicinity made the invitation all the more attractive. When Roger was informed about the possible trip to New Zealand, he very generously offered to arrange a variety of academic and professional activities in Australia. This provided a marvelous opportunity, at a most propitious time, for me and for the AMA to interact with him on a one to one basis on his home turf. It was an unusual chance to benefit from his international knowledge, experiences, and insights. I have reflected many times on the occurrence of such a timely and fortuitous event. It was an opportunity that was tailor made. During the visit I do not recall Roger and I discussing the AMA specifically or its international role per se. However, Roger freely shared perspectives, insights, and experiences about international marketing. Since he was familiar with marketing and business education in the U.S. as well as in international venues his insights were especially pertinent. The experiences and astute observations he shared helped me frame ideas about the international role and posture that the AMA might assume. They shaped my perspectives and
understanding of international marketing and its future importance, and some possible future AMA alternatives and thrusts. During my Presidency the AMA’s international activities were thoroughly reviewed and reassessed. The insights gained from Roger helped frame decisions to regroup; reorganize; and change the international focus and direction, and indeed become more involved. Eventually the AMA’s Global Marketing Division was established and I agreed to serve as the new Global Marketing Division’s first Vice President. I am sure that Roger had no way of knowing of the positive impact and important influence that he had on the actions taken. In Australia Roger and I participated in executive development programs, seminars, meetings with marketing faculty, etc. My wife Joyce, two children, and I, also enjoyed the gracious and warm hospitality and social interactions with Roger, his wife Merrilyn, and their daughters. Over the years we had the special pleasure of enjoyable visits, with Roger and Merrilyn in both Michigan and Florida. The second situation concerns the stimulating, educational experiences that emanated from coauthoring ‘‘Contemporary Hospitality Marketing,’’ a book that we developed for The American Hotel and Lodging Association, in 1999. The book was geared to both hospitality marketing courses in colleges and universities, as well as the Association’s Accreditation Programs. The project was not merely a matter of applying our well-known marketing approaches, concepts, theories, and techniques to the hospitality industry. Rather it was a wonderful learning experience. It was an opportunity to investigate and research marketing’s unique role in a most important marketing services sector—the hospitality industry. For us both it turned out to be a challenging, exciting, leaning adventure. We reviewed and discussed relevant research studies and the literature; pursued our own investigations into the industry and its marketing practices; conducted interviews with international hospitality leaders and educators; and so on. The resulting discussions and exchanges of ideas proved to be stimulating, informative, and broadening. They increased our understanding and appreciation of services marketing in the context of an increasingly important economic sector. Investigating and discussing ideas and concepts with Roger was such an enriching experience. He has a first class mind, is a strategic thinker, and is very creative. He is not boxed in and constrained by conventional approaches, by thinking ‘‘within the box.’’ Roger is at home with both theoretical and applied marketing considerations and readily bridges the gaps between them. He challenges and extends the current wisdom. My deepest appreciation is extended to Roger for his friendship and the rewarding and stimulating personal and professional experiences shared over so many years. I treasure this opportunity to pay tribute to such an outstanding colleague and good friend. And as this special issue of the Journal attests, so does the Australasian marketing community. William Lazer Michigan State University, P.O. Box 4666, East Lansing, MI 48823, USA E-mail address: [email protected]
Contents lists available at SciVerse ScienceDirect
Australasian Marketing Journal journal homepage: www.elsevier.com/locate/amj
A tribute to Professor Roger A. Layton a r t i c l e
i n f o
Article history: Available online 6 July 2012
Keywords: Marketing history American marketing Association Roger layton
a b s t r a c t My reflections are focused on Roger Layton as a professional colleague and gentleman rather than on his research contributions. They deal first with my early interactions with him in the 1960s and 70s, in the USA and Australia, and show the impact Roger had on my thinking and indirectly on the international posture of the American Marketing Association (AMA) through my AMA involvement. Second are reflections about our more recent collaboration as co-authors of a Hospitality Marketing book which reflects Roger’s thinking about marketing thought, its role, and activities. Ó 2012 Australian and New Zealand Marketing Academy.. Published by Elsevier Ltd. All rights reserved.
1. Introduction The Australian and New Zealand Marketing Academy is to be commended for recognizing the distinguished academic career and professional accomplishments of Professor Roger A. Layton. This special edition of Australasian Marketing Journal focusing on his contributions to the marketing discipline and profession is a richly-deserved honor. It symbolizes the respect that Professor Layton has earned from his marketing peers around the globe and the esteem that his Australian and New Zealand marketing colleagues and former students have for him. I feel privileged to have shared many stimulating educational, professional, and social experiences with Roger for a period of more than 40 years. The contributions of other authors focus on Roger’s specific contributions to marketing resulting from his research, writing, and teaching activities. My brief comments are more personal in nature. They deal with Roger Layton the person I know, as a valued friend of longstanding, a highly-respected and accomplished professional colleague, and a gentleman. To most marketing academicians Roger is the father of marketing in Australia, New Zealand, and in fact the whole South Pacific Region. He is widely recognized as an accomplished marketing scholar, researcher, teacher, and administrator, from ‘‘down under.’’ Roger has been directly involved with the development of marketing in the Australasian Region from its initial days to the very present. Most recently he has contributed very significantly to the advancement of marketing education in China for which he received official commendation. Roger is associated with a number of important ‘‘marketing firsts’’ in the South Pacific. He held the first Marketing Chair in the area at the University New South Wales (UNSW). He was instrumental in establishing the Region’s first undergraduate and graduate degrees in marketing. He was the driving force in setting up the Region’s first School of Marketing and in developing its first Ph.D program in marketing. Not only was Roger the most promi-
http://dx.doi.org/10.1016/j.ausmj.2012.05.010
nent marketing faculty member in the Region, but he also served as the Dean of the Faculty at UNSW for more than 10 years. His contributions of course extended well beyond Australia and New Zealand to the global marketing community. Roger’s achievements have been recognized by numerous academic awards and professional honors that have been accorded him. He was awarded Australia’s prestigious Member of the Order of Australia. He is a Fellow of such professional associations as: The Marketing Institute of Australia, The Australian Institute of Advertising, The Market Research Society of Australia, The Australian Institute of Export, and The Australian Institute of Management. Recently he was honored as a Citizen of the City of Guandzhou, China. Roger participates regularly in marketing conferences and seminars around the globe. His interests encompass the theoretical as well as the applied areas of marketing – the quantitative as well as the behavioral and qualitative aspects. Although his research interests and publications cover a broad spectrum of topics in both macro and micro areas he is especially interested in macromarketing. Roger is a regular participant in Macromarketing Conferences and a contributor to the Journal of Macromarketing. 2. Encounters with Roger My very first recollections of Roger relate to his publications during the latter part of 1960s like the manuscripts that were published in the Journal of Marketing Research. At that time relatively few professors outside of North America published articles in the American Marketing Association’s Journals, or participated in AMA Conferences. Having read some of his work I looked forward to the pleasure of meeting him. Yet, I cannot recall how, or when, we first met. Perhaps Roger can. At any rate, it was my good fortune to meet him early on in both our careers. My best guess is that we probably met at one of the AMA’s annual Marketing Educators’ Conferences towards the latter part of
202
W. Lazer / Australasian Marketing Journal 20 (2012) 201–202
the 1960s. At that time the annual AMA Marketing Educators Conference was held in conjunction with the Allied Social Science Association Meetings—American Economic Association, American Sociological Association, American Statistical Association, etc. The Conferences were scheduled immediately after Christmas. What I do recall distinctly is my very positive impressions of Roger. I truly doubt that Roger realizes how much our interactions shaped my interest in, and appreciation of, the international dimensions of marketing, especially my thinking about the international challenges facing the AMA. I have always been grateful to him for that. My comments will be limited to reflections on just two of the numerous situations involving Roger that flood my mind. The first had roots in the late 1960s and early 1970s. It requires developing a little background and context to appreciate what happened. The second took place in the 1990s and relates to our co-authorship of a book on hospitality marketing. In the 1960s when we first met I was actively involved with the AMA. The AMA established Chapters in the U.S. and Canada only. By design the AMA was the American Marketing Association, not the International Marketing Association, or the World Marketing Association. Its membership focus was in North American. Although interest in the international dimensions of marketing was growing, marketing academicians gave the area relatively little attention. The AMA continuously received requests for cooperation and support in a variety of proposed international ventures from both individuals and associations around the world. Most of the requests involved financial support. As the world’s dominant marketing association with a stated objective of advancing ‘‘the science of marketing’’ the AMA was concerned with its role and responsibilities. I chaired a Committee dealing with the AMA’s future international thrusts. In the early 70s, the U.S. State Department extended an invitation to serve as an Embassy Scholar in New Zealand. The assignment included lectures and seminars at various universities, meeting with the ambassador and his staff, university administrators and marketing faculties, public addresses, etc. The fact that Roger Layton, who I had only met briefly, was in the vicinity made the invitation all the more attractive. When Roger was informed about the possible trip to New Zealand, he very generously offered to arrange a variety of academic and professional activities in Australia. This provided a marvelous opportunity, at a most propitious time, for me and for the AMA to interact with him on a one to one basis on his home turf. It was an unusual chance to benefit from his international knowledge, experiences, and insights. I have reflected many times on the occurrence of such a timely and fortuitous event. It was an opportunity that was tailor made. During the visit I do not recall Roger and I discussing the AMA specifically or its international role per se. However, Roger freely shared perspectives, insights, and experiences about international marketing. Since he was familiar with marketing and business education in the U.S. as well as in international venues his insights were especially pertinent. The experiences and astute observations he shared helped me frame ideas about the international role and posture that the AMA might assume. They shaped my perspectives and
understanding of international marketing and its future importance, and some possible future AMA alternatives and thrusts. During my Presidency the AMA’s international activities were thoroughly reviewed and reassessed. The insights gained from Roger helped frame decisions to regroup; reorganize; and change the international focus and direction, and indeed become more involved. Eventually the AMA’s Global Marketing Division was established and I agreed to serve as the new Global Marketing Division’s first Vice President. I am sure that Roger had no way of knowing of the positive impact and important influence that he had on the actions taken. In Australia Roger and I participated in executive development programs, seminars, meetings with marketing faculty, etc. My wife Joyce, two children, and I, also enjoyed the gracious and warm hospitality and social interactions with Roger, his wife Merrilyn, and their daughters. Over the years we had the special pleasure of enjoyable visits, with Roger and Merrilyn in both Michigan and Florida. The second situation concerns the stimulating, educational experiences that emanated from coauthoring ‘‘Contemporary Hospitality Marketing,’’ a book that we developed for The American Hotel and Lodging Association, in 1999. The book was geared to both hospitality marketing courses in colleges and universities, as well as the Association’s Accreditation Programs. The project was not merely a matter of applying our well-known marketing approaches, concepts, theories, and techniques to the hospitality industry. Rather it was a wonderful learning experience. It was an opportunity to investigate and research marketing’s unique role in a most important marketing services sector—the hospitality industry. For us both it turned out to be a challenging, exciting, leaning adventure. We reviewed and discussed relevant research studies and the literature; pursued our own investigations into the industry and its marketing practices; conducted interviews with international hospitality leaders and educators; and so on. The resulting discussions and exchanges of ideas proved to be stimulating, informative, and broadening. They increased our understanding and appreciation of services marketing in the context of an increasingly important economic sector. Investigating and discussing ideas and concepts with Roger was such an enriching experience. He has a first class mind, is a strategic thinker, and is very creative. He is not boxed in and constrained by conventional approaches, by thinking ‘‘within the box.’’ Roger is at home with both theoretical and applied marketing considerations and readily bridges the gaps between them. He challenges and extends the current wisdom. My deepest appreciation is extended to Roger for his friendship and the rewarding and stimulating personal and professional experiences shared over so many years. I treasure this opportunity to pay tribute to such an outstanding colleague and good friend. And as this special issue of the Journal attests, so does the Australasian marketing community. William Lazer Michigan State University, P.O. Box 4666, East Lansing, MI 48823, USA E-mail address: [email protected]