Strathclyde professor of marketing Anne Marie Doherty (REF2021 Full Panel Member, Business and Management Studies sub-panel) together with Professor Sally Dibb (Deputy Chair, Business and Management Studies sub-panel) gave a plenary address entitled “Reflections on REF2021” at the Academy of Marketing’s 54th annual conference at the University of Huddersfield which addressed REF2021 and the Marketing discipline.
They outlined the REF2021 evaluation process, and the results for Business and Management Studies. They explained the working methods involved in the evaluation of outputs, impact and environment, and also addressed the challenges encountered during the assessment. They then discussed in some detail Marketing submissions, providing analysis of outputs and reflecting on the role of Marketing in impact cases. Concluding their plenary address, they offered some reflections on lessons learned and made some recommendations for the future.
Professor Doherty commented, “It was a privilege to serve on the REF2021 C17 Business and Management Panel. Professor Dibb and I were very pleased to bring some reflections on the process and outcomes back to the Marketing community and delighted to be able to do that in person at the Academy of Marketing’s annual conference.”
