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

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Purpose The purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition. Design/methodology/approach The paper synthesizes and builds on… Click to show full abstract

Purpose The purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition. Design/methodology/approach The paper synthesizes and builds on the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Moller (2017). Findings The authors develop a research agenda consisting of the following issues: the need for a systemic view of business practice; the need for innovative and meaningful theoretical understanding; the need to identify conditions and approaches for collaborative theorizing; to further define and instruct the abductive approach; and to explore pragmatic realism to ensure both practical outcomes and truthful theories. Originality/value These five issues are a step towards developing a theory–praxis research tradition.

Keywords: theory praxis; research; praxis gap; research tradition

Journal Title: European Journal of Marketing
Year Published: 2017

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