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

Abstract

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.

Citation

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. https://doi.org/10.1108/EJM-03-2017-0175

• 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
• DOI: https://doi.org/10.1108/EJM-03-2017-0175
• Keywords: theory-practice gap, collaborative theorizing, abductive reasoning, pragmatic realism
• Public URL: https://nottingham-repository.worktribe.com/output/864155
• Publisher URL: http://www.emeraldinsight.com/doi/abs/10.1108/EJM-03-2017-0175
• Contract Date: Jun 5, 2017