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A Chasm to Cross: From Research to Practice and Back

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  • Schwartz-Landsman, V.

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.

Suggested Citation

  • Schwartz-Landsman, V., 2020. "A Chasm to Cross: From Research to Practice and Back," ERIM Inaugural Address Series Research in Management EIA 2020-081-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    • Handle: RePEc:ems:euriar:124980
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    References listed on IDEAS

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    More about this item

    Keywords

    marketing research; marketing practice; impact; relevance; rigor; readability; intermediaries;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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