PhD candidates ought to carefully consider whether they have sufficient cause to embargo their dissertation given the possible costs of this course of action. As I detail above, many professional benefits can stem from releasing one’s dissertation online, especially in an open access forum. In contrast, as the University of California-Berkeley argued in a December 2013 memo , “The potential disadvantages of releasing the dissertation at the time of deposit, or after a short embargo, remain anecdotal.” While UC-Berkeley’s position is largely substantiated by my research, there are a few specific circumstances under which an embargo might be helpful.
Social networks (Facebook, Orkut, MySpace, Bebo, LinkedIn) are not only changing the way that many people use the Internet, but they are also presenting marketing practitioners with new challenges when trying to reach and acquire customers online. At the same time, these social networks have their own challenges in trying to acquire and retain customers when many of the traditional principles of consumer behaviour no longer apply. As social networks become more popular, a marketing dissertation in this area would be up to date and in line with current trends.