The Managerial Relevance of Marketing Science: Properties and Genesis
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In: International Journal of Research in Marketing, Vol. 40, No. 4, 01.12.2023, p. 801-822.
Research output: Journal contributions › Journal articles › Research › peer-review
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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 -