Bridging the gap: reflections on theorizing with managers

Abstract

Purpose The purpose of this paper is to reflect on Nenonen et al.’s paper on theorizing with managers. This paper discusses differences between marketing science and marketing practice and gives suggestions to reduce the theory–praxis gap. It gives examples of quantitative studies that have been performed with practioners and use the choices proposed by Nenonen et al. to draw conclusions. Design/methodology/approach This paper is based on personal experience of the author, which is supported by a substantial number of empirical studies. Findings Cooperation with marketing managers/decision-makers is most successful when the initiator is the practitioner. Public policy and litigation are the most promising areas for cooperation. It is difficult to publish the outcomes of these “joint” studies in top journals. Originality/value This study extends and continues the results of the study by Nenonen et al.