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The purpose of this paper is to identify ERP system sourcing strategies available to SMEs and to provide insights from a case study of the practices applied and decisions made by an SME in using a hybrid of sourcing resources to implement the successful conversion of their legacy ERP system to a new information technology (IT) environment.

This research is a case study utilizing various data sources including face‐to‐face interviews, informal conversations, and e‐mails with members of the case company. Company software applications and documents were examined and employees were observed in action. The analysis compares characteristics of the client‐vendor relationship of the case company with findings from relevant outsourcing literature.

This case study identified, among others, the following practices that were critical to the case company in their outsourcing endeavors: attending networking events for SMEs, obtaining formal contract for ownership of intellectual property, utilizing local vendor contact point for communication with offshore contact point, and utilizing vendor's skill‐set for specialized resources.

This case study relates practice with theory, providing a reference for both academia and practitioners.

The decision making and practices described in this paper provide insights that may be useful to organizations considering IT software implementations. ERP systems are increasingly more affordable for SMEs and offshore outsourcing is becoming more accessible; therefore, SMEs considering these options may benefit from Kanebridge's experience.

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.