Academic interface with marketing practice: leading and following and not losing the way?

Abstract

<jats:p> While the academic business practice divide in marketing is not new it has recently been getting increased attention. It is the suggested the balance between applied problem solving research and basic research can be achieved by placing more emphasis on problem oriented research. To achieve this, academics need to place a greater emphasis on following and interpreting practice rather than thinking they need to always lead practice. </jats:p>