Marketing through research: William Caudill and Caudill, Rowlett, Scott (CRS)
The partners of Caudill Rowlett Scott (CRS), a post-Second World War architecture firm in Texas, USA, were especially innovative in their professional and business practices. One of their original contributions was the firm's marketing strategy, which was based on promoting not only design achievements but also the CRS ‘research attitude’ by publishing and distributing studies produced by members of the firm. This strategy, which built on a wide-spread American belief in the fundamental role of science and research in the nation's progress and development, was successful in the first two decades of the firm, but was dissolved in the 1970s with the firm's expansion and transformation into a profit-oriented enterprise. This paper describes the firm's research-based marketing strategy and argues that the success of the marketing strategy relied on the CRS partners' ability first, to integrate marketing into the firm's approach to architecture and design and into cultural norms of the time and secondly, to balance the expectations of both their potential clients and their professional peers. The CRS marketing strategy is an important case study for architects today as they respond creatively to similarly competing demands.
The Postwar Legacy of Architectural Research
Abstract This article contributes to the current discussion of design as research by examining the ideological basis for the enthusiastic pursuit of scientific research in architecture in the postwar period. The concept of “research” was steeped in theory and ideology, but the research itself was shaped by the research economy—its policies and its institutions. Three very different case studies illustrate this phenomenon and demonstrate the importance of considering the research economy as a factor shaping the direction of architectural research.
Child Poverty in the United States: A Tale of Devastation and the Promise of Hope.
The child poverty rate in the United States is higher than in most similarly developed countries, making child poverty one of America's most pressing social problems. This article provides an introduction of child poverty in the US, beginning with a short description of how poverty is measured and how child poverty is patterned across social groups and geographic space. I then examine the consequences of child poverty with a focus educational outcomes and child health, and three pathways through which poverty exerts its influence: resources, culture, and stress. After a brief review of the anti-poverty policy and programmatic landscape, I argue that moving forward we must enrich the communities in which poor families live in addition to boosting incomes and directly supporting children's skill development. I conclude with emerging research questions.