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 language | English (US) |
|---|---|
| Pages (from-to) | 67-72 |
| Number of pages | 6 |
| Journal | Journal of Business-to-Business Marketing |
| Volume | 22 |
| Issue number | 1-2 |
| DOIs | |
| State | Published - Apr 3 2015 |
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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 journal › Article
}
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
AN - SCOPUS:84930886676
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 -