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.

marketing research, marketing practice, impact, relevance, rigor, readability, intermediaries
Marketing (jel M31)
ERIM Inaugural Address Series Research in Management
Erasmus Research Institute of 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