Questioning the theory-praxis gap in marketing – types and drivers of research implementation

Abstract

Purpose This paper aims to present a commentary and reflection on Nenonen et al.’s paper on theorizing with managers. Design/methodology/approach The paper is a conceptual reflection. Findings The author finds much to agree with Nenonen et al.’s work, but finds some aspects where greater breadth could be added to further strengthen it. The author further suggest that the alleged gap should be critically examined. Originality/value This paper extends Nenonen et al. by proposing a broader framework for viewing the relevance and implementability of academic marketing research.