Shouting from the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs

28 Pages Posted: 5 Mar 2014

See all articles by Paul Steffens

Paul Steffens

Queensland University of Technology - School of Management

Clinton S. Weeks

Queensland University of Technology

Per Davidsson

Queensland University of Technology - Brisbane Graduate School of Business

Lauren Isaak

Queensland University of Technology

Date Written: March 2014

Abstract

Evidence‐based practice in entrepreneurship requires effective communication of research findings. We focus on how research synopses can “promote” research to entrepreneurs. Drawing on marketing communications literature, we examine how message characteristics of research synopses affect their appeal. We demonstrate the utility of conjoint analysis in this context and find message length, media richness, and source credibility to have positive influences. We find mixed support for a hypothesized negative influence of jargon, and for our predictions that participants’ involvement with academic research moderates these effects. Exploratory analyses reveal latent classes of entrepreneurs with differing preferences, particularly for message length and jargon.

Suggested Citation

Steffens, Paul and Weeks, Clinton S. and Davidsson, Per and Isaak, Lauren, Shouting from the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs (March 2014). Entrepreneurship Theory and Practice, Vol. 38, Issue 2, pp. 399-426, 2014. Available at SSRN: https://ssrn.com/abstract=2404689 or http://dx.doi.org/10.1111/etap.12079

Paul Steffens

Queensland University of Technology - School of Management ( email )

Brisbane, Queensland 4001
Australia

Clinton S. Weeks

Queensland University of Technology ( email )

2 George Street
Brisbane, Queensland 4000
Australia

Per Davidsson

Queensland University of Technology - Brisbane Graduate School of Business ( email )

Brisbane
Australia
+61 7 3864 2051 (Phone)
+61 7 3864 1299 (Fax)

HOME PAGE: http://www.qut.edu.au/ph_server_query.do

Lauren Isaak

Queensland University of Technology ( email )

2 George Street
Brisbane, Queensland 4000
Australia

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