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        In search of relevance : Is there an academic-practitioner divide in business-to-business marketing?

        Author
        Brennan, Ross
        Ankers, Paul
        Attention
        2299/12494
        Abstract
        This article reports on three related empirical studies of the relevance of academic research to management practice in the field of business-to-business marketing. These studies comprise a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative study of eight academic researchers. Academic researchers in the field of business-to-business marketing believe that their work is of interest, potential value, and relevance to practitioners, and aspire to make a contribution to management practice. Practitioners claim not to be interested in academic research, and are more favourably disposed towards consultants, who they see as more responsive to, and understanding of, business pressures. It seems clear that although academics would like to get closer to practitioners, they are inhibited by institutional factors, such as academic reward systems and the “publish or perish” culture. Mechanisms for improving the degree of cooperation between researchers and practitioners are explored
        Publication date
        2004
        Published in
        Marketing Intelligence and Planning
        Published version
        https://doi.org/10.1108/02634500410551897
        Other links
        http://hdl.handle.net/2299/12494
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