TY - JOUR

T1 - The Managerial Relevance of Marketing Science: Properties and Genesis

AU - Schauerte, Nico

AU - Becker, Maren

AU - Imschloß, Monika

AU - Wichmann, Julian R.K.

AU - Reinartz, Werner J.

N1 - Publisher Copyright: © 2023 The Authors

PY - 2023/12/1

Y1 - 2023/12/1

N2 - Part of marketing academia’s mandate is to generate findings that improve management practice. Managerial relevance plays a key role in this mandate as it describes a research project’s potential to influence managerial decision-making and thinking. Therefore, it is crucial to understand what makes research managerially relevant and to uncover success factors in the genesis of such research. This study addresses these issues through a qualitative analysis of 65 depth interviews with senior editors of business transfer journals, marketing managers, and academic researchers. The authors carve out distinct, multidimensional properties that determine managerial relevance. From specific configurations of these properties, four archetypical relevance types emerge: (1) problem-solving, (2) explicating, (3) consolidating, and (4) forward-thinking relevance. Finally, the authors develop a unifying framework and identify success factors for generating highly relevant research. Based on these insights, they suggest concrete courses of action for academics who seek to increase the managerial relevance of their research.

AB - Part of marketing academia’s mandate is to generate findings that improve management practice. Managerial relevance plays a key role in this mandate as it describes a research project’s potential to influence managerial decision-making and thinking. Therefore, it is crucial to understand what makes research managerially relevant and to uncover success factors in the genesis of such research. This study addresses these issues through a qualitative analysis of 65 depth interviews with senior editors of business transfer journals, marketing managers, and academic researchers. The authors carve out distinct, multidimensional properties that determine managerial relevance. From specific configurations of these properties, four archetypical relevance types emerge: (1) problem-solving, (2) explicating, (3) consolidating, and (4) forward-thinking relevance. Finally, the authors develop a unifying framework and identify success factors for generating highly relevant research. Based on these insights, they suggest concrete courses of action for academics who seek to increase the managerial relevance of their research.

KW - Management studies

KW - Managerial relevance

KW - Research–practice gap

KW - Research properties and genesis

KW - Marketing science value chain

KW - Computational grounded theory

UR - http://www.scopus.com/inward/record.url?scp=85167965649&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/d249ab02-525b-35ea-987a-3386ddc57d2e/

U2 - 10.1016/j.ijresmar.2023.08.001

DO - 10.1016/j.ijresmar.2023.08.001

M3 - Journal articles

VL - 40

SP - 801

EP - 822

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

SN - 0167-8116

IS - 4

ER -