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/lp/emerald-publishing/in-search-of-relevance-is-there-an-academic-practitioner-divide-in-862Q6C07t4
- 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 & Planning – Emerald Publishing
Published: Aug 1, 2004
Keywords: Business‐to‐business marketing; Management effectiveness