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

Abstract

Purpose

This paper aims to present a commentary and reflection on Nenonen et al.’s paper on theorizing with managers.

Design/methodology/approach

The paper is a conceptual reflection.

Findings

The author finds much to agree with Nenonen et al.’s work, but finds some aspects where greater breadth could be added to further strengthen it. The author further suggest that the alleged gap should be critically examined.

Originality/value

This paper extends Nenonen et al. by proposing a broader framework for viewing the relevance and implementability of academic marketing research.

Citation

Möller, K. (2017), "Questioning the theory-praxis gap in marketing – types and drivers of research implementation", European Journal of Marketing, Vol. 51 No. 7/8, pp. 1163-1172. https://doi.org/10.1108/EJM-03-2017-0174