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Improving UK retail academic-practitioner research: insights from relationship marketing

Nelson Blackley (Department of Marketing, Nottingham Trent University, Nottingham, UK)
Sheilagh Mary Resnick (Department of Marketing, Nottingham Trent University, Nottingham, UK)
Kim Cassidy (Department of Marketing, Nottingham Trent University, Nottingham, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 9 January 2017

1366

Abstract

Purpose

The purpose of this paper is to explore the reasons for the continuing “gap” between UK retail academic research and practice. A relationship marketing (RM) lens, focussing on relationship antecedents, is used to develop a deeper understanding of the barriers to collaboration and propose new solutions to close the gap.

Design/methodology/approach

The paper adopts a qualitative methodology to compile the evidence, using multiple data sources to identify the dynamics of the retail academic-practitioner divide.

Findings

The research illustrates a marked absence of the majority of the customer focussed, seller focussed and dyadic antecedents, essential for effective relational exchanges, and highlights that at the heart of the problem lies a lack of shared understanding of mutual relationship benefits with academics currently neither motivated nor incentivised to develop such relationships.

Research limitations/implications

Further research is needed to explore what characterises a successful sustainable research relationship. There is also a pressing need to understand the experience, skills and knowledge of “boundary spanners” who operate successfully in both academic and business cultures.

Practical implications

Universities should adopt a strategic approach towards building relationships with retailers based upon relationship antecedents. Reward structures should be developed to encourage academics to develop research relationships. Resources should be allocated to better defining and communicating the benefits of a university research relationship with retailers.

Originality/value

There has been limited empirical research on the academic-practitioner gap within the context of the UK retail sector. The RM lens draws attention to new insights about barriers to successful relationships and generates concrete ideas for closing the gap moving forward.

Keywords

Citation

Blackley, N., Resnick, S.M. and Cassidy, K. (2017), "Improving UK retail academic-practitioner research: insights from relationship marketing", International Journal of Retail & Distribution Management, Vol. 45 No. 1, pp. 4-19. https://doi.org/10.1108/IJRDM-01-2016-0009

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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