Divide In Marketing Between Academics And Practitioners

In marketing, there is a clear divide between academics and practitioners. However, there are few empirical studies in Brazil that help clarify the phenomenon. In light of this context, the present research seeks to understand how academics and practitioners perceive the divide betwee...

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Autores principales:	Fernanda Capanema Repsold, Marcus Wilcox Hemais
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2018
Materias:	marketing theory marketing practice academic context practitioner context Business HF5001-6182
Acceso en línea:	https://doaj.org/article/ea38ac478d4f445cb8b637fc4be17e49
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id	oai:doaj.org-article:ea38ac478d4f445cb8b637fc4be17e49
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spelling	oai:doaj.org-article:ea38ac478d4f445cb8b637fc4be17e492021-11-11T15:48:07ZDivide In Marketing Between Academics And Practitioners1807-734X10.15728/bbr.2018.15.1.5https://doaj.org/article/ea38ac478d4f445cb8b637fc4be17e492018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123056167005https://doaj.org/toc/1807-734XIn marketing, there is a clear divide between academics and practitioners. However, there are few empirical studies in Brazil that help clarify the phenomenon. In light of this context, the present research seeks to understand how academics and practitioners perceive the divide between the academy and businesses and how this affects the applicability of theories, concepts and models in marketing. For this purpose, in-depth interviews were conducted with ten academics who teach marketing and 15 practitioners involved in the area. The reasons for the divide are presented, with emphasis on how the teaching of marketing contributes to the phenomenon. The paper shows how the divide affects the applicability of the discipline, and it gives suggestions on how to reduce the divide. Academics and practitioners show interest in reducing the divide. The difficulties for this to are owing to the different understandings of what marketing is. Such an inconsistency can be explained based on the purposes/reasons that lead these professionals to practice the discipline.Fernanda Capanema RepsoldMarcus Wilcox HemaisFUCAPE Business Schoolarticlemarketing theorymarketing practiceacademic contextpractitioner contextBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 15, Iss 1, Pp 68-87 (2018)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	marketing theory marketing practice academic context practitioner context Business HF5001-6182
spellingShingle	marketing theory marketing practice academic context practitioner context Business HF5001-6182 Fernanda Capanema Repsold Marcus Wilcox Hemais Divide In Marketing Between Academics And Practitioners
description	In marketing, there is a clear divide between academics and practitioners. However, there are few empirical studies in Brazil that help clarify the phenomenon. In light of this context, the present research seeks to understand how academics and practitioners perceive the divide between the academy and businesses and how this affects the applicability of theories, concepts and models in marketing. For this purpose, in-depth interviews were conducted with ten academics who teach marketing and 15 practitioners involved in the area. The reasons for the divide are presented, with emphasis on how the teaching of marketing contributes to the phenomenon. The paper shows how the divide affects the applicability of the discipline, and it gives suggestions on how to reduce the divide. Academics and practitioners show interest in reducing the divide. The difficulties for this to are owing to the different understandings of what marketing is. Such an inconsistency can be explained based on the purposes/reasons that lead these professionals to practice the discipline.
format	article
author	Fernanda Capanema Repsold Marcus Wilcox Hemais
author_facet	Fernanda Capanema Repsold Marcus Wilcox Hemais
author_sort	Fernanda Capanema Repsold
title	Divide In Marketing Between Academics And Practitioners
title_short	Divide In Marketing Between Academics And Practitioners
title_full	Divide In Marketing Between Academics And Practitioners
title_fullStr	Divide In Marketing Between Academics And Practitioners
title_full_unstemmed	Divide In Marketing Between Academics And Practitioners
title_sort	divide in marketing between academics and practitioners
publisher	FUCAPE Business School
publishDate	2018
url	https://doaj.org/article/ea38ac478d4f445cb8b637fc4be17e49
work_keys_str_mv	AT fernandacapanemarepsold divideinmarketingbetweenacademicsandpractitioners AT marcuswilcoxhemais divideinmarketingbetweenacademicsandpractitioners
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Divide In Marketing Between Academics And Practitioners

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