Keywords: Theory-practice gap
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Journal Articles

Questioning the theory-praxis gap in marketing – types and drivers of research implementation

Kristian Möller
Journal: European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1163–1172.
https://doi.org/10.1108/EJM-03-2017-0174
Published: 11 July 2017
... and implementability of academic marketing research. Kristian Möller can be contacted at: kristian.moller@aalto.fi 01 03 2017 02 03 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Theory Theory-practice gap Research implementation...
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Journal Articles

Theorizing with managers to bridge the theory-praxis gap: Foundations for a research tradition

Roderick J. Brodie, Suvi Nenonen, Linda D. Peters, Kaj Storbacka
Journal: European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1173–1177.
https://doi.org/10.1108/EJM-03-2017-0175
Published: 11 July 2017
... for mixing methodologies ”, Omega , Vol. 25 No. 5 , pp. 489 - 509 . Theory-practice gap Abductive reasoning Collaborative theorizing Pragmatic realism Möller (2017) argues that there is a need to push theoretical boundaries and that includes publishing more speculative work...
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Journal Articles

Bridging the gap: reflections on theorizing with managers

Peter S.H. Leeflang
Journal: European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1153–1160.
https://doi.org/10.1108/EJM-03-2017-0172
Published: 11 July 2017
... at: p.s.h.leeflang@rug.nl 01 03 2017 02 03 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Theory Theory-practice gap Collaborative theorizing Quantitative analyses Develop opportunities theorizing with academics. The success...
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