...Azaddin Salem Khalifa Purpose The purpose of this paper is twofold. First, to propose a new metaphor, student‐as‐aspirant, which captures well the educational role of students, professors, and business schools. Second, to develop the strategic implications of this metaphor for the management...

...Beverly Wagner; Ian Fillis; Ruth Rentschler Purpose The main aim of this paper is to stimulate more relevant and critical ideas about marketing and the wider management field by exploring the actual and potential contribution of metaphor to marketing theory and practice. The subsequent connections...