The theory‐practice divide: thoughts from the Editors and Senior Advisory Board of EJM

Abstract

Purpose

The purpose of this editorial is to bring together thoughts and opinions from the Editors and Senior Advisory Board of EJM regarding the nature of the long‐debated “theory‐practice divide” in marketing scholarship.

Design/methodology/approach

The authors synthesise diverse opinions from senior academics in order both to inspire further debate in marketing scholarship, and to draw some important conclusions for marketing academia as a whole.

Findings

The authors propose that, for marketing scholarship to mature and progress, room must be found for those who wish to focus both on practical and on pure marketing scholarship. Career advancement from both routes is vital.

Research limitations/implications

The topic of the theory‐practice gap is complex. Many diverse opinions are cited and, due to space constraints, the coverage of many issues is necessarily brief.

Practical implications

Scholars should find the thoughts contained in the paper of significant interest.

Originality/value

The paper appears to be the first to bring together such a set of diverse opinions on the subject, and to try to draw some overall pragmatic conclusions, while still recognising the multiplicity of valid thought in the area.

Citation

Lee, N. and Greenley, G. (2010), "The theory‐practice divide: thoughts from the Editors and Senior Advisory Board of EJM", European Journal of Marketing, Vol. 44 No. 1/2, pp. 5-20. https://doi.org/10.1108/03090561011020147