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Bridging the gap: reflections on theorizing with managers

Peter S.H. Leeflang (Department of Marketing, Faculty of Economics and Business, University of Groningen, Groningen, The Netherlands)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 11 July 2017

Abstract

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.

Keywords

Citation

Leeflang, P.S.H. (2017), "Bridging the gap: reflections on theorizing with managers", European Journal of Marketing, Vol. 51 No. 7/8, pp. 1153-1160. https://doi.org/10.1108/EJM-03-2017-0172

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited