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Theorizing with managers to bridge the theory-praxis gap: foundations for a research tradition

Brodie, Roderick J.; Brodie, Roderick John; Nenonen, Suvi; Peters, Linda D.; Storbacka, Kaj


Roderick J. Brodie

Roderick John Brodie

Suvi Nenonen

Linda D. Peters

Kaj Storbacka


Purpose –To refine an agenda concerning the theory-praxis gap in order to develop a foundation for a research tradition.

Approach – We synthesize and build on the suggestions the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Möller (2017).

Findings – We develop a research agenda consisting of issues.
1. The need for a systemic view of business practice
2. The need for innovative and meaningful theoretical understanding
3. The need to identify conditions and approaches for collaborative theorizing
4. To further define and instruct the abductive approach
5. To explore pragmatic realism to ensure both practical outcomes and truthful theories

Originality/value – The five issues are a step towards developing a theory-praxis research tradition.


Brodie, R. J., Brodie, R. J., Nenonen, S., Peters, L. D., & Storbacka, K. (2017). Theorizing with managers to bridge the theory-praxis gap: foundations for a research tradition. European Journal of Marketing, 51(7/8), 1173-1177.

Journal Article Type Article
Acceptance Date Mar 2, 2017
Online Publication Date Jun 2, 2017
Publication Date Jul 11, 2017
Deposit Date Jun 5, 2017
Publicly Available Date Jun 3, 2019
Journal European Journal of Marketing
Print ISSN 0309-0566
Electronic ISSN 0309-0566
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 51
Issue 7/8
Pages 1173-1177
Keywords theory-practice gap, collaborative theorizing, abductive reasoning, pragmatic realism
Public URL
Publisher URL
Contract Date Jun 5, 2017


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