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Divide In Marketing Between Academics And Practitioners

Author

Listed:
  • Fernanda Capanema Repsold

    (Pontifícia Universidade Católica do Rio de Janeiro PUC-Rio)

  • Marcus Wilcox Hemais

    (Pontifícia Universidade Católica do Rio de Janeiro PUC-Rio)

Abstract

In marketing, there is a clear divide between academics and practitioners. However, there are few empirical studies in Brazil that help clarify the phenomenon. In light of this context, the present research seeks to understand how academics and practitioners perceive the divide between the academy and businesses and how this affects the applicability of theories, concepts and models in marketing. For this purpose, in-depth interviews were conducted with ten academics who teach marketing and 15 practitioners involved in the area. The reasons for the divide are presented, with emphasis on how the teaching of marketing contributes to the phenomenon. The paper shows how the divide affects the applicability of the discipline, and it gives suggestions on how to reduce the divide. Academics and practitioners show interest in reducing the divide. The difficulties for this to are owing to the different understandings of what marketing is. Such an inconsistency can be explained based on the purposes/reasons that lead these professionals to practice the discipline.

Suggested Citation

  • Fernanda Capanema Repsold & Marcus Wilcox Hemais, 2018. "Divide In Marketing Between Academics And Practitioners," Brazilian Business Review, Fucape Business School, vol. 15(1), pages 68-87, January.
    • Handle: RePEc:bbz:fcpbbr:v:15:y:2018:i:1:p68-87
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    References listed on IDEAS

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    1. Mascarenhas, André Ofenhejm & Zambaldi, Felipe & Moraes, Edmilson Alves de, 2011. "Rigor, Relevância e Desafios da Academia em Administração: Tensões entre Pesquisa e Formação Profissional," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 51(3), May.
    2. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
    3. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Exploring the marketing science value chain," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 127-140.
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    Cited by:

    1. Joern Redler & Holger J. Schmidt, 2022. "I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 498-511, September.

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