Disseminating academic research information to marketing practitioners

Abstract

PurposeIt is well known that the results of academic marketing research are not widely used by practitioners. This is attributed to a range of factors including language barriers and poor communication between the academic and practitioner communities. In spite of this, there exists little research within marketing that has focused on how potential users of academic research such as business or marketing managers prefer to receive research information. To start filling this void in the research literature, we report a study of managers' media preferences for receiving academic research information.Design/methodology/approachA survey of managers who had taken part in a larger study into the competitiveness of service enterprises was conducted. Cluster analysis was used to assess different media preference segments.FindingsFindings contradict expectations derived from media richness theory. For example, a substantial number of managers prefer written communication modes, which according to media richness theory are not effective ways of communicating complex information such as academic research results. Cluster analysis suggested that three media preference segments existed.Research limitations/implicationsFurther research should investigate why managers appear to prefer particular communication modes, particularly printed media.Originality/valueThe paper examines the appropriateness of different types of media used to communicate complex academic research information to practitioners. Findings should be useful to academics that aim to disseminate effectively their findings to practitioners.

Perceptions of product placement practice across Australian and US practitioners

“…It is widely accepted that the results of academic marketing research are not widely used by practitioners and that practitioners are more favourably disposed towards consultants whom they see as more responsive to and understanding of business pressures (Brennan and Ankers, 2004;November, 2004;Gray et al, 2005). Ankers and Brennan (2002) report that even experienced marketing practitioners know very little about the current state of academic research in marketing and believe that academic researchers do not understand the realities of business life and cannot communicate effectively with managers.…”

Sources and use of marketing information by marketing managers

“…As conceptual knowledge does not necessarily lead to specific actions or decisions it is often seen as less important than instrumental knowledge (Cornelissen and Lock, 2005). Simple examples of concepts that might be employed to stimulate better strategic thinking include the product life cycle, the Boston Grid, market segmentation, and market orientation (Rossiter, 2001; Gray et al , 2005). The application of such concepts requires a broader knowledge of current trends and ideas in marketing than might be needed for the application of techniques.…”

Social media in medical and health care: opportunities and challenges

“…By tying social media practices to the context of medical and health care and searching for facilitating conditions (or opportunities) and potential breakdowns (or challenges), the commentary avoids falling into the theory-practice gap and knowledge transfer and production problems (e.g. the gap between communication and application of knowledge produced by scholars and the applied knowledge practitioners need) that are typically associated with knowledge produced through scientific rationality (Brennan, 2004; Gray et al , 2005; Sandberg and Tsoukas, 2011).…”