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Bridging the Separate Worlds of Marketing Science and Practice

abstract In summarizing, with the present work, we contribute to the literature on a detrimental relevance divide between marketing science and practice. Specifically, while both scholars and practitioners have empathized the need for more relevant research, we discuss scholars' problems in autonomously assessing the relevance of their work. This claim is supported by initial empirical evidence, which indicates that especially pure scholars and pure practitioners differ in their relevance evaluations. These differences might hedge scholars about from producing more relevant research.

We aim at providing further insights into differences in the understanding of practical relevance between marketing scholars and practitioners. Implications for the scholar practitioner debate and for editors of numerous scientific journals are given.
   
keywords Scholar-Practitioner Collaboration; Relevance
   
partner
type fundamental research project
status ongoing
start of project 2012
end of project 2013
additional informations
topics Scholar-Practitioner Collaboration; Relevance
methods Experimental Design, Survey, Review Data
contact Johannes Hattula