Should we worry about an "academic-practitioner divide" in marketing?

Ross Brennan

Research output: Contribution to journalArticlepeer-review

53 Citations (Scopus)
20 Downloads (Pure)

Abstract

In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore the nature of the “academic-practitioner divide”, investigates the reasons for it and the barriers to communication that exist, and put forward ideas for improving the effectiveness of academic-practitioner collaboration. However, members of the academic community should carefully avoid a headlong and uncritical rush for managerial relevance, since their claim to a unique position in the knowledge production process relies on maintaining objectivity and a certain distance from the day-to-day pressures of marketing management
Original languageEnglish
Pages (from-to)492-500
JournalMarketing Intelligence and Planning
Volume22
Issue number5
DOIs
Publication statusPublished - 1 Aug 2004

Keywords

  • managerial relevance
  • rigour
  • validity
  • reliability

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