Achieving effective academic/practitioner knowledge exchange in marketing
Year: 2008
Type: article
Abstract: Marketing management research and teaching has been criticised for some time as being divorced from practice. However, there has been little research into the nature of knowledge exchange between academics and practitioners in the marketing field. In the exploratory research reported in this paper the authors conducted interviews with academics and practitioners. A number of different routes to knowledge exchange are identified and discussed. The effectiveness of the different routes is reviewed in relation to the circular process of turning learning into better practice and turning practice into better learning. Overall four broad factors (individual, institutional, content and relationship) are identified as being of prime importance in creating mutual value in knowledge exchange. A number of implications are then drawn out in order to aid academics, practitioners and policy makers in improving knowledge exchange in the marketing area.
Source: Journal of Marketing Management
Authors: Tim Hughes, Alan Tapp, Rebecca Hughes
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
SDG: Quality education
Open Access status: green
OpenAlex ID: W2115764574