Exploring the relations in relational engagement: Addressing barriers to transformative consumer research

Maria Piacentini, Susan Dunnett, Kathy Hamilton, Emma Banister, Hélène Gorge (helene.gorge@univ-lille.fr), Carol Kaufman-Scarborough and Agnes Nairn
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Susan Dunnett: The University of Edinburgh
Kathy Hamilton: University of Strathclyde [Glasgow]
Emma Banister: MBS - Manchester Business School - University of Manchester [Manchester]
Hélène Gorge: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille
Carol Kaufman-Scarborough: RU - Rutgers, The State University of New Jersey [New Brunswick] - Rutgers - Rutgers University System
Agnes Nairn: EM - EMLyon Business School

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Abstract: Marketing academics are increasingly seeking societal impact from their work, yet still encounter problems in creating and sustaining meaningful relationships with those whom their work seeks to help. We use an empirical investigation to identify and propose solutions to the key barriers that impede the initiation and development of impactful relationships between marketing academics and Social Impact Organizations (SIOs). The investigation entailed 20 interviews with SIOs and Knowledge Exchange (KE) professionals in the US, UK and France. The main barriers hindering relationships are differing perspectives on resources, goal misalignment and misconceptions about the other party. Potential solutions include: involving both parties in structured activities for initializing collaboration; planning resource investment in research; engaging with KE professionals to facilitate goal alignment and to broker communications; increasing academic visibility in SIO communities; using teaching as a springboard to develop collaborations; supporting SIO-led initiatives and finding creative ways to overcome time incongruity.

Date: 2019-07
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Published in Journal of Business Research, 2019, 100, pp.327-338. ⟨10.1016/j.jbusres.2018.12.032⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04213030

DOI: 10.1016/j.jbusres.2018.12.032

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