The Managerial Relevance of Marketing Science: Properties and Genesis
63 Pages Posted: 7 Apr 2020
Date Written: March 12, 2020
Part of marketing academia’s mandate is to generate findings that improve managerial decision making. In light of this mandate, the authors aim to understand the properties of managerially relevant research, that is, the characteristics that increase a study’s relevance to practicing managers, and to identify factors in the research genesis that foster managerial relevance. The study addresses these issues through a qualitative analysis of 65 in-depth interviews with marketing managers, academic researchers, and senior editors of important business magazines. Findings suggest that relevant research emerges as one of three types: (1) problem-solving, (2) educational, or (3) inspirational research, and that researchers should systematically plan and execute projects within each type to increase relevance. The authors develop a comprehensive framework of properties and genesis factors illustrating possible paths toward more relevant research and suggest courses of action for academics who want to have an impact on practice.
Keywords: Managerial relevance, research–practice gap, research properties and genesis, marketing science value chain
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