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Theorizing with managers to bridge the theory-praxis gap

Theorizing with managers to bridge the theory-praxis gap PurposeThe purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition.Design/methodology/approachThe paper synthesizes and builds on the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Möller (2017).FindingsThe authors develop a research agenda consisting of the following issues: the need for a systemic view of business practice; the need for innovative and meaningful theoretical understanding; the need to identify conditions and approaches for collaborative theorizing; to further define and instruct the abductive approach; and to explore pragmatic realism to ensure both practical outcomes and truthful theories.Originality/valueThese five issues are a step towards developing a theory–praxis research tradition. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Theorizing with managers to bridge the theory-praxis gap

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-03-2017-0175
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition.Design/methodology/approachThe paper synthesizes and builds on the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Möller (2017).FindingsThe authors develop a research agenda consisting of the following issues: the need for a systemic view of business practice; the need for innovative and meaningful theoretical understanding; the need to identify conditions and approaches for collaborative theorizing; to further define and instruct the abductive approach; and to explore pragmatic realism to ensure both practical outcomes and truthful theories.Originality/valueThese five issues are a step towards developing a theory–praxis research tradition.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jul 11, 2017

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