Rise of Knowledge Branding

Market-oriented behavior is defined as "knowledge branding" in the context of developing and sustaining research niches. The influence of Knowledge Branding on management research subfields has resulted in recommendations for avoiding its worst consequences. In order to establish and sustain Knowledge Bases, academics must have an entrepreneurial mindset (KBs). The majority of ECRs collaborate with KBs in order to simplify and grow their business operations. However, they benefit from its 'consumption'

It is becoming more difficult for academic freedom and collective self-determination to survive in the face of managerialist pressures and market-driven reflexes. As gatekeepers of appointments and promotions, we may be able to recognize and resist some of the more detrimental impacts Knowledge Branding has on our academic community if we have some degree of autonomy or self-regulation. Our professional lives and the reputations of academic outlets, departments, and educational institutions are now heavily influenced by market-based pressures like impact factors, journal lists, and rankings, and we need the political will to fight back. When it comes to increasing academic output, we avoid generalizations since they are context-dependent. It is possible to postpone or even reverse the impacts of Knowledge Branding by the combination of these four possible moves and the unique environment in which they are executed.