From academic research to marketing practice: Exploring the marketing science value chain

Abstract

We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners' tools, which then influence marketing decision making). We use the term "marketing science value chain" to describe these diffusion steps, and survey marketing managers, marketing science intermediaries (practicing marketing analysts), and marketing academics to calibrate the value chain.In our sample, we find that (1) the impact of marketing science is perceived to be largest on decisions such as the management of brands, ..