Template-Type: ReDIF-Paper 1.0
Author-Name: Schwartz-Landsman, V.
Author-Name-Last: Schwartz-Landsman
Author-Name-First: Vardit
Title: A Chasm to Cross: From Research to Practice and Back
Abstract: Over the past decades we have witnessed an increasing divide between academic research in quantitative marketing and practice. In this address I review potential sources leading to this increased divide as well as solutions that have been suggested in the literature to bridge academics and practitioners. Many of the reasons leading to the divide are structurally inherent in the way academic institutions operate. However, the solutions I review involve both academic institutions and individual researchers aiming to increase the impact of their research on practitioners.
Length: 23
Creation-Date: 2020-02-14
File-URL: https://repub.eur.nl/pub/124980/32655_oratieboekje_Vardit_Landsman_Schwartz_BW.pdf
File-Format: application/pdf
Series: RePEc:ems:euriar
Number: EIA 2020-081-MKT
Classification-JEL: M31
Keywords: marketing research, marketing practice, impact, relevance, rigor, readability, intermediaries
Handle: RePEc:ems:euriar:124980