Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing
Achieving effective academic/practitioner knowledge exchange in marketing
Hughes, Tim; Tapp, Alan; Hughes, Rebecca
Authors
Alan Tapp Alan.Tapp@uwe.ac.uk
Professor
Rebecca Hughes Rebecca5.Hughes@uwe.ac.uk
Senior Lecturer in Marketing
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. © Westburn Publishers Ltd.
Citation
Hughes, T., Tapp, A., & Hughes, R. (2008). Achieving effective academic/practitioner knowledge exchange in marketing. Journal of Marketing Management, 24(1-2), 221-240. https://doi.org/10.1362/026725708X274019
Journal Article Type | Article |
---|---|
Publication Date | Jan 1, 2008 |
Journal | Journal of Marketing Management |
Print ISSN | 0267-257X |
Electronic ISSN | 1472-1376 |
Publisher | Taylor & Francis (Routledge) |
Peer Reviewed | Peer Reviewed |
Volume | 24 |
Issue | 1-2 |
Pages | 221-240 |
DOI | https://doi.org/10.1362/026725708X274019 |
Keywords | knowledge exchange, marketing, academic, practitioner |
Public URL | https://uwe-repository.worktribe.com/output/1019299 |
Publisher URL | http://dx.doi.org/10.1362/026725708X274019 |
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