Emma Bell believes traditional textbooks have a powerful but under-appreciated value as a way for academics to communicate insights to a broad audience of managers. “Unlike published research articles, which may only be read and used by a handful of people, and often use language that is hard for business professionals to understand, textbooks are read and used by thousands of students worldwide,” says Bell, a professor of organisation and leadership at the Open University.
Bell is among the most widely referenced female academics thanks to her textbook, co-authored with Alan Bryman and Bill Harley, titled Business Research Methods, although overall the list of cited authors is heavily skewed to male writers. Pigneur and Osterwalder’s book, Business Model Generation: A Handbook for Visionaries, Game Changers and Challengers, ranks eighth overall. But the most widely cited author is Philip Kotler, whose work includes Marketing Management and Principles of Marketing.
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