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In search of relevance Is there an academic‐practitioner divide in business‐to‐business marketing?

In search of relevance Is there an academic‐practitioner divide in business‐to‐business marketing? This article reports on three related empirical studies of the relevance of academic research to management practice in the field of business‐to‐business marketing. These studies comprise a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative study of eight academic researchers. Academic researchers in the field of business‐to‐business marketing believe that their work is of interest, potential value, and relevance to practitioners, and aspire to make a contribution to management practice. Practitioners claim not to be interested in academic research, and are more favourably disposed towards consultants, who they see as more responsive to, and understanding of, business pressures. It seems clear that although academics would like to get closer to practitioners, they are inhibited by institutional factors, such as academic reward systems and the “publish or perish” culture. Mechanisms for improving the degree of cooperation between researchers and practitioners are explored. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

In search of relevance Is there an academic‐practitioner divide in business‐to‐business marketing?

Marketing Intelligence & Planning , Volume 22 (5): 9 – Aug 1, 2004

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References (9)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500410551897
Publisher site
See Article on Publisher Site

Abstract

This article reports on three related empirical studies of the relevance of academic research to management practice in the field of business‐to‐business marketing. These studies comprise a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative study of eight academic researchers. Academic researchers in the field of business‐to‐business marketing believe that their work is of interest, potential value, and relevance to practitioners, and aspire to make a contribution to management practice. Practitioners claim not to be interested in academic research, and are more favourably disposed towards consultants, who they see as more responsive to, and understanding of, business pressures. It seems clear that although academics would like to get closer to practitioners, they are inhibited by institutional factors, such as academic reward systems and the “publish or perish” culture. Mechanisms for improving the degree of cooperation between researchers and practitioners are explored.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Aug 1, 2004

Keywords: Business‐to‐business marketing; Management effectiveness

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