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The academic–practitioner gap has been a widely discussed and well-established issue. Despite numerous studies conducted in this area, empirical evidence reveals that the gap is widening and also emphasizes the exigency to bridge this gap. Hence, the purpose of this study is to propose an acceptable solution that will fill this lacuna.

The study adopts the qualitative research methodology and was based on the system theory (ST) and the institutional theory (IT). Interviews, based on a semi-structured questionnaire, were conducted, focusing on three categories, namely individuals with solely academic experience, individuals with both academic and industrial exposure and business leaders. The unit of analysis was the individual.

The study, which unearthed some rich and challenging evidence from the respondents, reveals that gaining industrial exposure and working on continuous professional development are vital for academics to narrow or even close this gap. In addition, serving as apex members at board level or in professional bodies, serving global organizations as lead consultants and working on research collaborations are other important dimensions for academics.

This study introduces an emerging model named the “Pentagon Model” and develops a corporate index (C-index) for academics to earn, similar to the h-index. The study also explains the operationalization of the C-index based on the proposed algorithm. Hence, it is the envisaged that this study will change the landscape of the academic sphere in practical terms.

This study was carried out with the sole intention of bridging the gap between academics and practitioners. The proposed model and the index, which were developed by the author purely based on the outcome of this study, pave the way for many future research studies, not only to further improve the C-index but also to minimize disparities in transdisciplinary work between academics and practitioners.

This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain.

Using a purposive sampling method, the researchers conduct semi-structured qualitative interviews with 20 experienced marketing managers from a wide range of industries and organisations, whose roles are focussed on the planning, implementation and management of broad marketing and branding strategies.

Branding practitioners have little or no contact with academics and their theories-in-use with regard to brand management suggest they do not consider academic research relevant to their work.

The process of describing and explaining the gap provides valuable insights into bridging the gap; it provides actionable branding strategies that include raising awareness, building relationships, improving the benefits offer and communicating more effectively.

This research has practical implications for branding academics. The interviewed practitioners confirm the gap, viewing it as academics’ (not practitioners’) problem and responsibility. They characterise it as a branding problem that academics can overcome using branding strategies, to establish themselves as credible sources of branding expertise for practitioners. Key areas for increasing collaboration stem from practitioners’ desire for independent, credible, ethical and timely third-party advice on branding issues; relevant, timely and shorter professional branding education across their organisations; and closer connections with universities to identify new branding talent and ideas.

To the best of the authors’ knowledge, this paper is the first to empirically examine and recommend solutions to the academic-practitioner gap in the branding domain by studying marketing professionals with branding responsibilities, using in-depth interviews.

This article aims to explore dimensions and tensions in the relationship between theory (usually produced by academics) and practice (the domain, normally of practitioners) in human resource development (HRD).

The paper examines, from a conceptual perspective, the nature of mode 2 research, where knowledge is generated in the context of multi‐stakeholder teams (academics and practitioners) that transcend the boundaries of traditional disciplines, working on problems to be found in working life.

Mode 2 research has been seen in dichotomous terms of theory versus practice, referred to in various ways such as: the research‐practice gap; the implementation gap; the research‐practice divide; and the theory‐practice void. This gap is also typified by mode 1 research, an approach which adopts the principles of “normal science” and which generates results, the main beneficiaries of which are the academic community. The authors forward mode 2 research as an approach that requires both academic rigour and practical relevance. The article presents and critically evaluates a number of examples of academic‐practitioner partnerships in action in order to highlight both the potential and the challenges for the development of mode 2 research. It also recommends strategies for the advancement of mode 2 research, including getting academics to attune themselves more closely with the needs of practitioners, encouraging academics to write for practitioner journals, and the use of the kinds of research methodologies that can generate richer stories and cases that resonate with practitioner interests. Practitioners, however, need research that has a practical focus and which can be applied immediately.

This is a conceptual paper that draws on secondary examples to support the authors' contentions, making it appropriate to gain further background information on bridging the gap between theory and practice.

The paper critically evaluates a number of examples of academic‐practitioner partnerships in action.

This paper provides an in‐depth analysis of the challenges of undertaking effective and robust practice‐based research, through articulating philosophical differences in research approaches and discussing tensions between academic and practitioner needs.

In this paper we (a pracademic, a practitioner, and an academic) aim to explore the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. We also propose a research agenda to spur dialog and guide further investigations in this area. Insights from prior research, coupled with the co-authors’ experience and observations, indicate that a disconnect does exist between academia and practice within social marketing, though it is admittedly and unsurprisingly not uniform across contexts and disciplinary areas. Given social marketing’s identity as a practice-oriented field, there are many existing examples of academic/practitioner collaboration and the successful linkage of theory and practice that deserve to be amplified. However, the challenges associated with the very different systems and structures affecting both worlds mean the disconnect is problematic enough to warrant systematic change to ensure the two worlds are more aligned.

This paper (a pracademic, a practitioner and an academic) explores the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. The authors also propose a research agenda to spur dialog and guide further investigations in this area.

The authors suggest five key reasons that focus should be placed upon closing the academic/practitioner gap in social marketing: demonstrating societal value by contributing to practice; embedding and developing theories in practice; adding to the social marketing literature; contributing to social marketing teaching; and communicating the value and effectiveness of social marketing. To close the gap, the authors propose specific recommendations within four broad areas: marketing the academia and practitioner collaboration offer; building ongoing relationships; creating collaborative partnerships; and changing the publishing model ensuring communications are accessible to all. They also suggest ways for social marketing associations and peak bodies to play a role.

The concept of a disconnect between academia and practice is by no means new; it has been a pervasive issue across disciplines for decades. However, this issue has not been the subject of much discussion within the social marketing literature. Recommendations outlined in this paper serve as a starting point for discussion. The authors also acknowledge that due to long standing “bright spots” in the field, numerous examples currently exist. They place an emphasis upon highlighting these examples while illuminating a path forward.

The purpose of this paper is to understand advertising practitioners’ theories on how to communicate effectively with men and women via advertising. Further, comparisons are made between practitioners’ theories and academic research.

Qualitative interviews were conducted with 39 US advertising practitioners.

Many professionals believed women preferred other-oriented messages, while men preferred self-oriented messages. They believed women were comprehensive processors, while men were less engaged with advertising messages. They believe men preferred slapstick humor and factual messages, while women preferred emotional appeals.

Comparisons between practitioners’ perspectives and the academic research reveal that practitioners’ theories often correspond to academic theories and empirical data. Relationships with the selectivity hypothesis are explored in depth. Suggestions are made to extend existing theory to test practitioners’ theories.

This study helps to bridge the academician-practitioner gap, which helps academics understand practitioners, communicate with them and develop shared knowledge.

This study fills a research gap in understanding practitioners’ theories of how to communicate with men and women. A key contribution of the research is a comparison of practitioner theories with academic research to note points of agreement and disagreement, bridge the gap and offer suggestions for future research.

As an interdisciplinary and applied discipline, managerial relevance has always been at the forefront of service research. This viewpoint article synthesizes the main ideas presented in one of the 10th SERVSIG conference panels by three practitioners about what they view as the biggest opportunities/challenges they face and two journal editors on current academic research priorities. The purpose of this study is to use this panel as a starting point to bridge more closely the world of academia with practice and propose a collection of recommendations toward this goal.

This study synthesizes the academic and practitioner viewpoints presented and research conducted into research priorities.

Although there is significant overlap in what is deemed important by the presenting academics and practitioners, there are some important differences when it comes to issues deemed important, how they are articulated and the language that is used.

This paper contributes to the literature and practitioner community by summarizing the viewpoints of the two sides and curating a collection of existing approaches and new recommendations to more closely bridge academic and practitioner perspectives.

Organizations (data gatherers in the context) drown in data while at the same time seeking managerially relevant insights. Academics (data hunters) have to deal with decreasing respondent participation and escalating costs of data collection while at the same time seeking to increase the managerial relevance of their research. The purpose of this paper is to provide a framework on how, managers and academics can collaborate better to leverage each other’s resources.

This research synthesizes the academic and the managerial literature on the realities and priorities of practitioners and academics with regard to data. Based on the literature, reflections from the world’s leading service research centers, and the authors’ own experiences, the authors develop recommendations on how to collaborate in research.

Four dimensions of different data realities and priorities were identified: research problem, research resources, research process and research outcome. In total, 26 recommendations are presented that aim to equip academics to leverage the potential of corporate data for research purposes and to help managers to leverage research results for their business.

This paper argues that both practitioners and academics have a lot to gain from collaborating by exchanging corporate data for scientific approaches and insights. However, the gap between different realities and priorities needs to be bridged when doing so. The paper first identifies data realities and priorities and then develops recommendations on how to best collaborate given these differences.

This research has the potential to contribute to managerial practice by informing academics on how to better collaborate with the managerial world and thereby facilitate collaboration and the dissemination of academic research for the benefit of both parties.

Whereas the previous literature has primarily examined practitioner–academic collaboration in general, this study is the first to focus specifically on the aspects related to sharing corporate data and to elaborate on academic and corporate objectives with regard to data and insights.

The purpose of this paper is to contribute to bridging the gap between researchers and practitioners. It does so by comparing the various models of academic-practitioner collaboration and introducing Dewey’s democratic experimentalism as a promising alternative.

The conceptual implications are drawn from an analysis and discussion of the literatures in the field of organizational knowledge production, co-production and Deweyan studies.

Democratic experimentalism offers a much needed platform for a collaborative relationship between academics and practitioners that leads to knowledge that is rigorous and relevant to practice.

While the current models of academic-practitioner collaboration provide mechanisms for knowledge co-production, the Dewey’s democratic experimentalism goes further to emphasize the nature of the relationship between academics and practitioners in such common endeavor to ensure that all of them are equal co-creators of knowledge.

There is little doubt that practitioners and academics care about talent management (TM). The significant impact that the Fourth Industrial Revolution has on the work environment, combined with a set of broader socioeconomic, geopolitical, and demographic changes, emphasize the importance of managing talent extremely well. However, it seems that practitioners and managers are still seeking answers to the practical issues in handling TM and the chapter questions how much academic research is addressing this concern. In particular, this chapter offers a critical reflection on the relevance (visibility and impact) of TM research. Although the field has evolved significantly, practical implications for stakeholders remain unanswered. In other words, the Academic-Practitioner Gap in TM remains wide. Current TM research is lost in and before translation. In order to overcome these issues, scholars will require hard self-examination, and engagement with practitioners. The future of TM will be brighter and its role more effective when stakeholders work more closely to chart a consistent pathway forward.

The purpose of this paper is to detail teaching and learning strategies designed to incorporate advances in marketing and continued interest in new marketing knowledge.

The current debate concerning the transfer of new marketing knowledge from academics to practitioners is reviewed. Teaching and learning strategies that increase exposure to and interest in new marketing knowledge are described.

Certain classroom strategies that increase the transmission of new marketing knowledge appear to increase the receptivity towards future advances. The argument is made that the use of such strategies helps move marketing academics from a push strategy for disseminating marketing knowledge to a pull strategy.

The strategies described here have been used with highly motivated, experienced students, such as executives.

The specific classroom techniques have been refined over a number of years and offer ideas that are immediately applicable to marketing faculty.

The educational approach presented here derives from a firm grounding in both research and teaching and offers a practical approach to bridging the academic‐practitioner divide.