To read the full version of this content please select one of the options below:

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

Roderick J. Brodie (Department of Marketing, University of Auckland, Auckland, New Zealand)
Suvi Nenonen (Graduate School of Management, University of Auckland, Auckland, New Zealand)
Linda D. Peters (Business School, University of Nottingham, Nottingham, UK)
Kaj Storbacka (Graduate School of Management, University of Auckland Business School, Auckland, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 11 July 2017

Abstract

Purpose

The purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition.

Design/methodology/approach

The paper synthesizes and builds on the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Möller (2017).

Findings

The authors develop a research agenda consisting of the following issues: the need for a systemic view of business practice; the need for innovative and meaningful theoretical understanding; the need to identify conditions and approaches for collaborative theorizing; to further define and instruct the abductive approach; and to explore pragmatic realism to ensure both practical outcomes and truthful theories.

Originality/value

These five issues are a step towards developing a theory–praxis research tradition.

Keywords

Citation

Brodie, R.J., Nenonen, S., Peters, L.D. and Storbacka, K. (2017), "Theorizing with managers to bridge the theory-praxis gap: Foundations for a research tradition", European Journal of Marketing, Vol. 51 No. 7/8, pp. 1173-1177. https://doi.org/10.1108/EJM-03-2017-0175

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited