Mind the gap – Intermediaries connecting research & practice

Marieke Schewe; Rico Piehler; Michael Schade; Franziska  Frese; Alexander Steding; Kristina Klein; Ralf Wilden

Mind the gap – Intermediaries connecting research & practice

Marieke Schewe, Rico Piehler, Michael Schade, Franziska Frese, Alexander Steding, Kristina Klein, Ralf Wilden

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract

Abstract

A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.

Original language	English
Title of host publication	ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility
Subtitle of host publication	Conference Proceedings
Editors	Denni Arli, Linda Robinson
Place of Publication	Hobart
Publisher	Australian and New Zealand Marketing Academy (ANZMAC)
Pages	638
Number of pages	1
Publication status	Published - 19 Nov 2024
Event	Australian and New Zealand Marketing Academy (ANZMAC) Conference 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility - Hobart, Australia Duration: 2 Dec 2024 → 4 Dec 2024

Publication series

Name	ANZMAC Conference Proceedings
Publisher	Australian and New Zealand Marketing Academy
ISSN (Electronic)	1447-3275

Conference

Conference	Australian and New Zealand Marketing Academy (ANZMAC) Conference 2024
Abbreviated title	ANZMAC 2024
Country/Territory	Australia
City	Hobart
Period	2/12/24 → 4/12/24

Keywords

Research practice gap
Intermediaries
Marketing science value chain

Cite this

Schewe, M., Piehler, R., Schade, M., Frese, F., Steding, A., Klein, K., & Wilden, R. (2024). Mind the gap – Intermediaries connecting research & practice. In D. Arli, & L. Robinson (Eds.), ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility: Conference Proceedings (pp. 638). (ANZMAC Conference Proceedings). Australian and New Zealand Marketing Academy (ANZMAC).

Schewe, Marieke ; Piehler, Rico ; Schade, Michael et al. / Mind the gap – Intermediaries connecting research & practice. ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility: Conference Proceedings. editor / Denni Arli ; Linda Robinson. Hobart : Australian and New Zealand Marketing Academy (ANZMAC), 2024. pp. 638 (ANZMAC Conference Proceedings).

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abstract = "A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.",

keywords = "Research practice gap, Intermediaries, Marketing science value chain",

author = "Marieke Schewe and Rico Piehler and Michael Schade and Franziska Frese and Alexander Steding and Kristina Klein and Ralf Wilden",

year = "2024",

month = nov,

day = "19",

language = "English",

series = "ANZMAC Conference Proceedings",

publisher = "Australian and New Zealand Marketing Academy (ANZMAC)",

pages = "638",

editor = "Denni Arli and Linda Robinson",

booktitle = "ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility",

note = "Australian and New Zealand Marketing Academy (ANZMAC) Conference 2024 : AI for Sustainable Marketing: Bridging Innovation and Responsibility, ANZMAC 2024 ; Conference date: 02-12-2024 Through 04-12-2024",

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Schewe, M, Piehler, R, Schade, M, Frese, F, Steding, A, Klein, K & Wilden, R 2024, Mind the gap – Intermediaries connecting research & practice. in D Arli & L Robinson (eds), ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility: Conference Proceedings. ANZMAC Conference Proceedings, Australian and New Zealand Marketing Academy (ANZMAC), Hobart, pp. 638, Australian and New Zealand Marketing Academy (ANZMAC) Conference 2024, Hobart, Tasmania, Australia, 2/12/24.

Mind the gap – Intermediaries connecting research & practice. / Schewe, Marieke; Piehler, Rico; Schade, Michael et al.
ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility: Conference Proceedings. ed. / Denni Arli; Linda Robinson. Hobart: Australian and New Zealand Marketing Academy (ANZMAC), 2024. p. 638 (ANZMAC Conference Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract

TY - CHAP

T1 - Mind the gap – Intermediaries connecting research & practice

AU - Schewe, Marieke

AU - Piehler, Rico

AU - Schade, Michael

AU - Frese, Franziska

AU - Steding, Alexander

AU - Klein, Kristina

AU - Wilden, Ralf

PY - 2024/11/19

Y1 - 2024/11/19

N2 - A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.

AB - A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.A large number of academic research findings in marketing never find their way into practice. In this research, we focus on intermediaries that can help to bridge this research-practice gap. This paper first conceptualizes and defines intermediaries and identifies and categorizes intermediaries and their bridging activities. Using qualitative interviews with all actors in the marketing science value chain, this paper aims to provide a holistic overview of the different intermediaries and intermediary activities, identifying success factors and obstacles for knowledge transfer. This paper will provide implications for improving knowledge sharing in the marketing science value chain.

KW - Research practice gap

KW - Intermediaries

KW - Marketing science value chain

UR - https://drive.google.com/drive/folders/1kkgJso9NgAP_pNelajvJOJ_AU7a525-9

M3 - Conference abstract

T3 - ANZMAC Conference Proceedings

SP - 638

BT - ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility

A2 - Arli, Denni

A2 - Robinson, Linda

PB - Australian and New Zealand Marketing Academy (ANZMAC)

CY - Hobart

T2 - Australian and New Zealand Marketing Academy (ANZMAC) Conference 2024

Y2 - 2 December 2024 through 4 December 2024

ER -

Schewe M, Piehler R, Schade M, Frese F, Steding A, Klein K et al. Mind the gap – Intermediaries connecting research & practice. In Arli D, Robinson L, editors, ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility: Conference Proceedings. Hobart: Australian and New Zealand Marketing Academy (ANZMAC). 2024. p. 638. (ANZMAC Conference Proceedings).

Mind the gap – Intermediaries connecting research & practice

Abstract

Publication series

Conference

Keywords

Other files and links

Fingerprint

DAAD23: Bridging the academic-practitioner gap: A comparative study in Australia and Germany

Cite this

Mind the gap – Intermediaries connecting research & practice

Abstract

Publication series

Conference

Keywords

Other files and links

Fingerprint

Projects

DAAD23: Bridging the academic-practitioner gap: A comparative study in Australia and Germany

Cite this