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Questioning the theory-praxis gap in marketing – types and drivers of research implementation

Questioning the theory-praxis gap in marketing – types and drivers of research implementation PurposeThis paper aims to present a commentary and reflection on Nenonen et al.’s paper on theorizing with managers.Design/methodology/approachThe paper is a conceptual reflection.FindingsThe author finds much to agree with Nenonen et al.’s work, but finds some aspects where greater breadth could be added to further strengthen it. The author further suggest that the alleged gap should be critically examined.Originality/valueThis paper extends Nenonen et al. by proposing a broader framework for viewing the relevance and implementability of academic marketing research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Questioning the theory-praxis gap in marketing – types and drivers of research implementation

Möller, Kristian
European Journal of Marketing , Volume 51 (7/8): 10 – Jul 11, 2017
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-03-2017-0174
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper aims to present a commentary and reflection on Nenonen et al.’s paper on theorizing with managers.Design/methodology/approachThe paper is a conceptual reflection.FindingsThe author finds much to agree with Nenonen et al.’s work, but finds some aspects where greater breadth could be added to further strengthen it. The author further suggest that the alleged gap should be critically examined.Originality/valueThis paper extends Nenonen et al. by proposing a broader framework for viewing the relevance and implementability of academic marketing research.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jul 11, 2017

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