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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

Authors

Roderick J. Brodie

Roderick John Brodie

Suvi Nenonen

Kaj Storbacka



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 Mar 29, 2024
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

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