Publication

Bridging the gap: reflections on theorizing with managers

Leeflang, P., 2017, In : European Journal of Marketing. 51, 7-8, p. 1153-1160 8 p.

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  • Bridging the gap

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DOI

Purpose - The purpose of this paper is to reflect on Nenonen et al.'s paper on theorizing with managers. This paper discusses differences between marketing science and marketing practice and gives suggestions to reduce the theory-praxis gap. It gives examples of quantitative studies that have been performed with practioners and use the choices proposed by Nenonen et al. to draw conclusions.

Design/methodology/approach - This paper is based on personal experience of the author, which is supported by a substantial number of empirical studies.

Findings - Cooperation with marketing managers/decision-makers is most successful when the initiator is the practitioner. Public policy and litigation are the most promising areas for cooperation. It is difficult to publish the outcomes of these "joint" studies in top journals.

Originality/value - This study extends and continues the results of the study by Nenonen et al.

Original languageEnglish
Pages (from-to)1153-1160
Number of pages8
JournalEuropean Journal of Marketing
Volume51
Issue number7-8
Publication statusPublished - 2017

    Keywords

  • Theory, Theory-practice gap, Collaborative theorizing, Quantitative analyses, MARKETING PRACTICE, EXPENDITURES, MODELS, SALES

ID: 39478845