Marketing Science’s Lack of Managerial Relevance: Is Design Science Research the Answer?

Benedikt Halstrick (), Jörg Henseler () and Holger J. Schmidt ()
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Benedikt Halstrick: Elliger Höhe 29
Jörg Henseler: University of Twente
Holger J. Schmidt: Koblenz University of Applied Sciences

A chapter in Forum Markenforschung 2023, 2025, pp 99-109 from Springer

Abstract: Abstract Marketing research is often not relevant enough to marketing practice. The use of design science research might increase the managerial relevance of research contributions. Academic literature provides various explanations for design science’s managerial relevance. For example, active collaboration with practitioners is commonly regarded as a crucial factor for providing value. However, such explanations typically originate from conceptual research papers and scientific evidence seems to be lacking. Therefore, this paper aims to identify the reason for design science’s increased relevance. The results of an experiment with marketing and sales professionals indicate that collaboration and emphasizing may be crucial factors for providing value to practice.

Keywords: Marketing science; Design science research; Behavioral research; Empathy; Collaboration (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-658-46109-6_7

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