In July, Victor Chernetsky, a Broad College doctoral candidate in marketing, was selected to receive a research grant from the nonprofit Sales Education Foundation. SEF, founded in 2007, is devoted to advancing groundbreaking research from both academics and industry professionals. Chernetsky was one of three scholars to receive this award — and $5,000 — alongside Ph.D. students from Florida State University and the University of Missouri.
The resident Broad scholar was chosen after submitting a proposal to SEF titled “The Role of Senior Executives and Organizational Culture in Management of Conflict Between Sales and Marketing.” Chernetsky’s research examines the clash between marketing and sales functional units, what he describes as “probably the most conflicting functions of a firm.” The $5,000 research grant will help fund surveys he plans to conduct with marketing and sales managers.
Chernetsky is no stranger to the world of marketing. Before making the switch to research and academia, he had a career of more than 15 years in the marketing industry, working in several managerial-level positions at companies such as Procter & Gamble and Samsung. His career and industry experience have had a direct influence on his current research.
“I experienced personally how these issues have a major impact on firm performance,” he said. “My prior experience helps me formulate relevant research questions that could help solve various problems that marketing executives face regularly.”
Chernetsky began his research at the Broad College in 2017 and started teaching marketing courses such as MKT 300, Managerial Marketing, and MKT 317, Quantitative Business Research Methods, in 2018.
“Traditionally, there are three specializations in marketing research: consumer behavior, marketing strategy and quantitative methods,” he said. “I am interested in the marketing strategy route.” He expressed being attracted to the Broad College as the marketing Ph.D. program directly focuses on marketing strategy.
“In addition, the Broad College has the leading marketing professors in the field,” he noted.
Chernetsky spoke on the rigor of the program and the change from industry to academia in general. “The Ph.D. program is very demanding. It requires dedication, focus, a high level of self-motivation and self-control,” he said. “The transition was challenging, especially during the first year of the program.”
Despite the initial challenges, he has thrived in the program with the help of those around him, including his advisor, Douglas Hughes. “The mentorship of the marketing faculty is invaluable,” Chernetsky said. “The Eli Broad College of Business provides a supportive, collaborative atmosphere that is very important for an intensive Ph.D. program.”