A Chasm to Cross: From Research to Practice and Back

Vardit Schwartz-Landsman

ERIM Inaugural Address Series Research in Management from 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.

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.

Keywords: marketing research; marketing practice; impact; relevance; rigor; readability; intermediaries (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 23
Date: 2020-02-14
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