Scientific experts have traditionally enjoyed high public trust, but their stock of social capital is eroding (Jacobs, 2020). This is particularly the case for management researchers, who are already viewed as elites disconnected from practice and the public. The COVID-19 pandemic has exacerbated lingering concerns about using public resources for university education and social sciences that yield questionable social returns with obfuscated outputs, lack of timeliness and accessibility, and fragmentation, but it has also 'changed science forever' (Yong, 2020): The post-COVID-19 scientific enterprise demands responsible use of societal resources through fast-paced research, social embeddedness, and coordination. Management research is everything but. For management scholars, this means recalibrating how research is conducted, evaluated, and disseminated to society. This commentary briefly outlines some tangible pathways toward that end.
CHRONIC PROBLEMS TURNED EXISTENTIALThe notion that management research seldom reaches a broad audience or lacks pivotal societal impact is not new (Buckley et al., 2017), but stakeholder patience for using resources for management research has rapidly depleted due to COVID-19-driven resource constraints. The endless calls for individual researchers to do more 'impactful' or