Year: 2004
Type: article
Abstract: In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore the nature of the “academic‐practitioner divide”, investigates the reasons for it and the barriers to communication that exist, and put forward ideas for improving the effectiveness of academic‐practitioner collaboration. However, members of the academic community should carefully avoid a headlong and uncritical rush for managerial relevance, since their claim to a unique position in the knowledge production process relies on maintaining objectivity and a certain distance from the day‐to‐day pressures of marketing management.
Author: Ross Brennan
Institution: Middlesex University London
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2091672891