Bridging the Theory-Practice Gap in Business Marketing

Lessons from the Field—The JBBM at 21

Michael D. Hutt, Beth A. Walker

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

ABSTRACT: Purpose: The purpose of this article is to first examine the distinctive role that Journal of Business-to-Business Marketing (JBBM) assumes in the marketing discipline, explore its heritage and notable accomplishments, and highlight the opportunities and challenges that specialized business journals confront across functional areas. Next, the authors explored the academic-practitioner divide and propose action steps that can be followed to craft corporate research partnerships to address business marketing problems. Methodology/approach: The authors drew on research experience gained across more than a dozen empirical studies that have been used in a collaborative approach with a partner firm from the business-to-business sector to examine a core marketing problem. Findings: High levels of engagement and support from the partner organization appear to be most likely to occur when members of the partnering firm were actively involved in framing the research question. Research implications: A set of action steps is proposed as a vehicle for initiating and managing a corporate research partnership. By providing potential access to rare data, a collaborative approach may provide a path for attacking substantive research issues in business marketing.

Original languageEnglish (US)
Pages (from-to)67-72
Number of pages6
JournalJournal of Business-to-Business Marketing
Volume22
Issue number1-2
DOIs
StatePublished - Apr 3 2015

Fingerprint

Marketing
Industry
Business marketing
Business-to-business marketing
Practice theory
Partnering
Heritage
Business to business
Research issues
Empirical study
Methodology
Business sector

Keywords

  • business journals
  • business marketing
  • business-academic collaboration
  • engaged scholarship
  • industrial marketing
  • problem definition
  • research partnership
  • thought world differences

ASJC Scopus subject areas

  • Marketing
  • Management Information Systems

Cite this

Bridging the Theory-Practice Gap in Business Marketing : Lessons from the Field—The JBBM at 21. / Hutt, Michael D.; Walker, Beth A.

In: Journal of Business-to-Business Marketing, Vol. 22, No. 1-2, 03.04.2015, p. 67-72.

Research output: Contribution to journalArticle

@article{2994e5b2a03f437db5c9c05c53967f8f,
title = "Bridging the Theory-Practice Gap in Business Marketing: Lessons from the Field—The JBBM at 21",
abstract = "ABSTRACT: Purpose: The purpose of this article is to first examine the distinctive role that Journal of Business-to-Business Marketing (JBBM) assumes in the marketing discipline, explore its heritage and notable accomplishments, and highlight the opportunities and challenges that specialized business journals confront across functional areas. Next, the authors explored the academic-practitioner divide and propose action steps that can be followed to craft corporate research partnerships to address business marketing problems. Methodology/approach: The authors drew on research experience gained across more than a dozen empirical studies that have been used in a collaborative approach with a partner firm from the business-to-business sector to examine a core marketing problem. Findings: High levels of engagement and support from the partner organization appear to be most likely to occur when members of the partnering firm were actively involved in framing the research question. Research implications: A set of action steps is proposed as a vehicle for initiating and managing a corporate research partnership. By providing potential access to rare data, a collaborative approach may provide a path for attacking substantive research issues in business marketing.",
keywords = "business journals, business marketing, business-academic collaboration, engaged scholarship, industrial marketing, problem definition, research partnership, thought world differences",
author = "Hutt, {Michael D.} and Walker, {Beth A.}",
year = "2015",
month = "4",
day = "3",
doi = "10.1080/1051712X.2015.1020242",
language = "English (US)",
volume = "22",
pages = "67--72",
journal = "Journal of Business-to-Business Marketing",
issn = "1051-712X",
publisher = "Routledge",
number = "1-2",

}

TY - JOUR

T1 - Bridging the Theory-Practice Gap in Business Marketing

T2 - Lessons from the Field—The JBBM at 21

AU - Hutt, Michael D.

AU - Walker, Beth A.

PY - 2015/4/3

Y1 - 2015/4/3

N2 - ABSTRACT: Purpose: The purpose of this article is to first examine the distinctive role that Journal of Business-to-Business Marketing (JBBM) assumes in the marketing discipline, explore its heritage and notable accomplishments, and highlight the opportunities and challenges that specialized business journals confront across functional areas. Next, the authors explored the academic-practitioner divide and propose action steps that can be followed to craft corporate research partnerships to address business marketing problems. Methodology/approach: The authors drew on research experience gained across more than a dozen empirical studies that have been used in a collaborative approach with a partner firm from the business-to-business sector to examine a core marketing problem. Findings: High levels of engagement and support from the partner organization appear to be most likely to occur when members of the partnering firm were actively involved in framing the research question. Research implications: A set of action steps is proposed as a vehicle for initiating and managing a corporate research partnership. By providing potential access to rare data, a collaborative approach may provide a path for attacking substantive research issues in business marketing.

AB - ABSTRACT: Purpose: The purpose of this article is to first examine the distinctive role that Journal of Business-to-Business Marketing (JBBM) assumes in the marketing discipline, explore its heritage and notable accomplishments, and highlight the opportunities and challenges that specialized business journals confront across functional areas. Next, the authors explored the academic-practitioner divide and propose action steps that can be followed to craft corporate research partnerships to address business marketing problems. Methodology/approach: The authors drew on research experience gained across more than a dozen empirical studies that have been used in a collaborative approach with a partner firm from the business-to-business sector to examine a core marketing problem. Findings: High levels of engagement and support from the partner organization appear to be most likely to occur when members of the partnering firm were actively involved in framing the research question. Research implications: A set of action steps is proposed as a vehicle for initiating and managing a corporate research partnership. By providing potential access to rare data, a collaborative approach may provide a path for attacking substantive research issues in business marketing.

KW - business journals

KW - business marketing

KW - business-academic collaboration

KW - engaged scholarship

KW - industrial marketing

KW - problem definition

KW - research partnership

KW - thought world differences

UR - http://www.scopus.com/inward/record.url?scp=84930886676&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84930886676&partnerID=8YFLogxK

U2 - 10.1080/1051712X.2015.1020242

DO - 10.1080/1051712X.2015.1020242

M3 - Article

VL - 22

SP - 67

EP - 72

JO - Journal of Business-to-Business Marketing

JF - Journal of Business-to-Business Marketing

SN - 1051-712X

IS - 1-2

ER -