TY  - JOUR
AB  - 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.
VL  - 29
IS  - 7/8
SN  - 0885-8624
DO  - 10.1108/JBIM-10-2013-0222
UR  - https://doi.org/10.1108/JBIM-10-2013-0222
AU  - Gummesson Evert
ED  - Dr. Lars-Johan Åge, Dr. Cecilia Anna Cederlund
PY  - 2014
Y1  - 2014/01/01
TI  - The theory/practice gap in B2B marketing: reflections and search for solutions
T2  - Journal of Business & Industrial Marketing
PB  - Emerald Group Publishing Limited
SP  - 619
EP  - 625
Y2  - 2024/04/20
ER  -