RESEARCH DISSEMINATION
collecting feedback from practitioners who tested your framework; publishing case studies or examples of implementation; and sharing qualitative outcomes, such as what changed in mindset or language after your research went public. This shift in focus, from what you produced to what it produced, helps reposition your work as a tool, not just a contribution and in the long run, that’s what builds relevance. Putting the strategy into practice Let’s be clear: you don’t have to do all of this at once. You don’t need to be on every platform, or run your own newsletter, or build a YouTube channel (unless you want to). The goal of the Destiny framework isn’t more; it’s better, as in smarter choices, more useful formats and timelier communication. It’s a bit of intentionality behind how your research shows up in the world. Start small: one well-written LinkedIn post, a coffee chat with a former student in the industry, an idea turned into a toolkit – and then do it all again. There’s a tendency among academics to resist the idea of self-promotion. That’s fair because this isn’t merely about building a personal brand for the sake of it, but instead it’s about giving your ideas a real shot at making a difference. You already know how marketing works – you teach and research it. Now it’s time to apply some of those same principles to the thing that matters most, your work. The framework presented here is not a prescription; it’s an invitation to think differently about your role, not just as a researcher, but also as a communicator. To share not just what you know, but why it matters and to let your ideas do what they were meant to do: make marketing better.
The Destiny framework pushes you to build broader networks, not just for visibility, but also for context and collaboration. That means reconnecting with former students working in industry; following marketing leaders and joining conversations on LinkedIn; speaking at practitioner-focused events and panels; and submitting insights to trade publications, not just academic ones. A strong network helps your work travel further, but it also helps you do better research. When you’re plugged into industry conversations, you start to hear the kinds of questions that aren’t being answered and those often make for better, more impactful studies. • Yield – focus on outcome not just output: Academic success is often measured in publications, citations and conference invites, but outside of academia, people care about different results. What did your research change? Who did it help? What decisions did it inform? That’s called yield – and it matters. Tracking yield properly can involve documenting how your work was used in a campaign strategy;
Sakshi Kathuria is an associate professor in
marketing at Fortune Institute of International Business (FIIB), India. She also serves as a senior associate editor at the Journal of Global Marketing
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Business Impact • ISSUE 5 • 2025
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