The academic-practitioner gap in marketing: Empirical evidence on its magnitude, consequences and antecedents

Rico Piehler; Mark Brown; Frank Alpert

The academic-practitioner gap in marketing: Empirical evidence on its magnitude, consequences and antecedents

Rico Piehler^*, Mark Brown, Frank Alpert

^*Corresponding author for this work

Department of Marketing

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

Abstract

An existential question for marketing as an applied discipline is whether practitioners use academic knowledge in decision-making. While there has been much discussion on the academic-practitioner gap, quantitative evidence on its magnitude, consequences, and potential causes is scarce. Therefore, this study investigates the antecedents and consequences of practitioners’ usage of academic sources of marketing knowledge. Surveying 226 marketing decision-makers in the USA, this study identifies relatively high levels of practitioners’ usage of academic sources of marketing knowledge, positively affecting their self-efficacy, job competence, job performance and supervisor satisfaction. Using academic sources consistently outperforms non-academic sources across all outcomes. Practitioners’ awareness of marketing academics had the largest effect on their usage of academic sources, followed by their relationships with marketing academics and their perception of benefits offered by marketing
academia. Their perception of marketing academics’ communication did affect their usage of academic sources of marketing knowledge.

Original language	English
Title of host publication	ANZMAC 2022 : Reconnect & Reimagine
Subtitle of host publication	Conference Proceedings
Editors	Paul Harrigan, Greg Brush
Place of Publication	Perth
Publisher	Australian and New Zealand Marketing Academy (ANZMAC)
Pages	437
Number of pages	1
Publication status	Published - Dec 2022
Event	ANZMAC Conference 2022: Reconnect & reimagine - University of Western Australia, Perth, Australia Duration: 5 Dec 2022 → 7 Dec 2022 https://www.anzmac2022.com/

Publication series

Name	ANZMAC Conference Proceedings
ISSN (Print)	1447-3275

Conference

Conference	ANZMAC Conference 2022
Country/Territory	Australia
City	Perth
Period	5/12/22 → 7/12/22
Internet address	https://www.anzmac2022.com/

Keywords

Academic-practitioner gap
Managerial relevance
Marketing

Cite this

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title = "The academic-practitioner gap in marketing: Empirical evidence on its magnitude, consequences and antecedents",

abstract = "An existential question for marketing as an applied discipline is whether practitioners use academic knowledge in decision-making. While there has been much discussion on the academic-practitioner gap, quantitative evidence on its magnitude, consequences, and potential causes is scarce. Therefore, this study investigates the antecedents and consequences of practitioners{\textquoteright} usage of academic sources of marketing knowledge. Surveying 226 marketing decision-makers in the USA, this study identifies relatively high levels of practitioners{\textquoteright} usage of academic sources of marketing knowledge, positively affecting their self-efficacy, job competence, job performance and supervisor satisfaction. Using academic sources consistently outperforms non-academic sources across all outcomes. Practitioners{\textquoteright} awareness of marketing academics had the largest effect on their usage of academic sources, followed by their relationships with marketing academics and their perception of benefits offered by marketingacademia. Their perception of marketing academics{\textquoteright} communication did affect their usage of academic sources of marketing knowledge.",

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

pages = "437",

editor = "Paul Harrigan and Greg Brush",

booktitle = "ANZMAC 2022 : Reconnect & Reimagine",

note = "ANZMAC Conference 2022 : Reconnect & reimagine ; Conference date: 05-12-2022 Through 07-12-2022",

url = "https://www.anzmac2022.com/",

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Piehler, R, Brown, M & Alpert, F 2022, The academic-practitioner gap in marketing: Empirical evidence on its magnitude, consequences and antecedents. in P Harrigan & G Brush (eds), ANZMAC 2022 : Reconnect & Reimagine: Conference Proceedings . ANZMAC Conference Proceedings, Australian and New Zealand Marketing Academy (ANZMAC), Perth, pp. 437, ANZMAC Conference 2022, Perth, Western Australia, Australia, 5/12/22.

The academic-practitioner gap in marketing: Empirical evidence on its magnitude, consequences and antecedents. / Piehler, Rico; Brown, Mark; Alpert, Frank.
ANZMAC 2022 : Reconnect & Reimagine: Conference Proceedings . ed. / Paul Harrigan; Greg Brush. Perth: Australian and New Zealand Marketing Academy (ANZMAC), 2022. p. 437 (ANZMAC Conference Proceedings).

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

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AB - An existential question for marketing as an applied discipline is whether practitioners use academic knowledge in decision-making. While there has been much discussion on the academic-practitioner gap, quantitative evidence on its magnitude, consequences, and potential causes is scarce. Therefore, this study investigates the antecedents and consequences of practitioners’ usage of academic sources of marketing knowledge. Surveying 226 marketing decision-makers in the USA, this study identifies relatively high levels of practitioners’ usage of academic sources of marketing knowledge, positively affecting their self-efficacy, job competence, job performance and supervisor satisfaction. Using academic sources consistently outperforms non-academic sources across all outcomes. Practitioners’ awareness of marketing academics had the largest effect on their usage of academic sources, followed by their relationships with marketing academics and their perception of benefits offered by marketingacademia. Their perception of marketing academics’ communication did affect their usage of academic sources of marketing knowledge.

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The academic-practitioner gap in marketing: Empirical evidence on its magnitude, consequences and antecedents

Abstract

Publication series

Conference

Keywords

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Cite this