Achieving effective academic/practitioner knowledge exchange in marketing

Authors: Hughes, Tim; Tapp, Alan; Hughes, Rebecca

Source: Journal of Marketing Management, Volume 24, Numbers 1-2, February 2008 , pp. 221-240(20)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

Marketing management research and teaching has been criticised for some time as being divorced from practice. However, there has been little research into the nature of knowledge exchange between academics and practitioners in the marketing field. In the exploratory research reported in this paper the authors conducted interviews with academics and practitioners. A number of different routes to knowledge exchange are identified and discussed. The effectiveness of the different routes is reviewed in relation to the circular process of turning learning into better practice and turning practice into better learning. Overall four broad factors (individual, institutional, content and relationship) are identified as being of prime importance in creating mutual value in knowledge exchange. A number of implications are then drawn out in order to aid academics, practitioners and policy makers in improving knowledge exchange in the marketing area.

Keywords: KNOWLEDGE EXCHANGE; ACADEMICS; PRACTITIONERS; ENGAGEMENT

Document Type: Research article

DOI: http://dx.doi.org/10.1362/026725708X274019

Publication date: 2008-02-01

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