PurposeThe purpose of this study is to examine the link between research and practice within the context of Islamic marketing (IM), an issue which is controversial in the literature. It offers reasonable answers that bridge the gap between research and practice, as well as the way to mitigate it.Design/methodology/approachThis study uses a critical approach to analytically review the literature on IM, and relates it to research and practice.FindingsThe study finds that the advancement of knowledge on IM necessitates research and practice. There is a gap between research and practice which evolved from decades of objectivity between researchers and practitioners in the field of IM. It is necessary to search for some practicable solutions that can narrow the gap between theory and practice.Research limitations/implicationsThe basic limitation of this study is that IM has not yet emerged as a distinct discipline. Hence, there is limited study on IM issues in the context of research and practice.Originality/valueThis study makes essential contributions to the chastisement by research and practice, a theoretically new field of IM subject.
Journal of Islamic Marketing – Emerald Publishing
Published: Nov 12, 2018
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