– The purpose of this paper is to provide a viewpoint about how the jazz metaphor can be applied to marketing/management education, in light of the article by Holbrook (2015).
– This commentary examines the jazz metaphor from the author’s perspective as a jazz musician and management educator and hopefully provides the reader with a brief snapshot into the intricate workings of a jazz group. This commentary also investigates the lessons to be learned from Miles Davis’s approach to leadership and innovation.
– The jazz group can provide a valuable model for modern organisations. The core competencies of a successful jazz group, e.g. collaboration, trust, dialogue and innovation can be employed to bring about a culture of creativity within an organisation.
– It may be possible to extend the jazz metaphor and investigate how different aspects of business practice could be aligned with particular genres of jazz.
– This commentary expands on Holbrook’s discussion of the marketing manager as Jazz musician and provides examples of how these metaphors can be used in order to augment the marketing/management learning material to offer alternative perspectives to the learning communities and enhance the pedagogical practice
