A Chasm to Cross: From Research to Practice and Back
Address delivered at the occasion of accepting the appointment as Professor of Quantitative Marketing Strategy at the Erasmus School of Economics
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.
|Keywords||marketing research, marketing practice, impact, relevance, rigor, readability, intermediaries|
|JEL||Marketing (jel M31)|
|Series||ERIM Inaugural Address Series Research in Management|
Schwartz-Landsman, V. (2020, February 14). A Chasm to Cross: From Research to Practice and Back. ERIM Inaugural Address Series Research in Management. Retrieved from http://hdl.handle.net/1765/124980