Business schools started as the intellectual “poor relations” of the academic world. To make up for this, business scholars intellectualised their work via the recognised methodology of the scientific method. But whilst this created intellectual respect, it often distanced business scholars from the “real world” of business. In the area of marketing, this academic rigour is now giving way to research which can serve the practitioner as well as (or instead of) a business scholar′s peer group.
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