Bridging the Separate Worlds of Marketing Science and Practice

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.