The theory/practice gap in B2B marketing: reflections and search for solutions

Abstract

Purpose

The purpose of this study was to suggest pragmatic ways of dealing with the business-to-business (B2B) theory/practice gap.

Design/methodology/approach

Reflecting on experience both as a researcher and practitioner.

Findings

B2B marketing is characterized by complexity. There is no straight way to harmonize the relationship between its theory and practice but there are ways to make the two benefit from each other. A dilemma is that academics and practitioners are rewarded for different types of achievements.

Research limitations/implications

Scholars can be made aware of the need for close involvement through action research and case theory to secure access to high-quality data in a complex B2B reality, and to their mission to contribute better real world based theory.

Practical implications

The article can make practitioners aware of the value of grand theory to improve the pragmatic use of mid-range theory as it materializes in models, checklists and heuristics.

Originality/value

The simultaneous emphasis on explicit and tacit knowledge in both theory generation and practice, and a framework of theory generation that sorts out substantive, mid-range and grand theory relationships.

Citation

Gummesson, E. (2014), "The theory/practice gap in B2B marketing: reflections and search for solutions", Journal of Business & Industrial Marketing, Vol. 29 No. 7/8, pp. 619-625. https://doi.org/10.1108/JBIM-10-2013-0222