Rivers Varsity Professor Identifies Why Marketing and Business Research Has Not Impacted Nigerian Industries

Professor Andy Wali of Rivers State University has highlighted the urgent need to rethink marketing and business research methodologies to ensure they have meaningful impact on industries and the civic community.

Delivering his 116th Inaugural Lecture titled “Rethinking Impact in Marketing and Business Research Through the Interpretivist Lens” at the University’s Senate Building on Wednesday, 13th August 2025, Prof. Wali emphasized that evolving market dynamics and technological advancements require a fresh approach to research in business disciplines.

According to Prof. Wali, Professor of Strategic Marketing and Social Constructivist Techniques at Rivers State University, the disconnect between academia and industry stems largely from the perceived neglect of ethical and value-driven research in marketing and business studies within the Ivory Tower. He clarified that his lecture was not intended to discredit existing research, but to redirect scholars’ attention toward bridging the gap between theoretical work and practical business impact.

“The challenge lies in research being primarily geared toward academic promotion rather than addressing real-world industry needs,” said Prof. Wali. He argued that properly harnessed research output would enhance teaching quality, produce graduates capable of driving industry productivity, and contribute to societal development.

During the lecture, Prof. Wali identified key factors undermining the influence of marketing and business research, including research misconduct, departure from relevant policy-making, poor mentorship, inadequate research management and archival systems, insufficient funding, weak institutional infrastructure, and ineffective communication and dissemination of findings.

Drawing from his experience as a researcher, Prof. Wali explained that he has focused on employing qualitative research paradigms—such as focus group discussions, individual interviews, nethnography, and narrative analyses—to explore consumer behavior, higher education, and marketing ethics within Nigeria and the United Kingdom. He also emphasized mentoring emerging scholars to embrace methodological diversity, particularly qualitative methods, through reforms in postgraduate programmes in business and marketing disciplines.

To address these challenges, Prof. Wali proposed the establishment of a Centre for Behavioural Science and Industry Studies, which he said would drive industry-oriented research across business disciplines and attract institutional grants. He also recommended the creation of a comprehensive data repository for university researchers, training programs to share best practices, and integration of multiple research paradigms to enhance the relevance and impact of academic work.

The Inaugural Lecture was well-attended by prominent dignitaries, including the Vice Chancellor of Rivers State University, Prof. Isaac Zep-Obipi, former Vice Chancellors, scholars, researchers, members of the university community, and guests of Prof. Wali.

According to Prof. Wali, embracing ethical, industry-focused research methodologies is key to ensuring that marketing and business research contributes meaningfully to Nigeria’s economic development and civic progress.