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Journal cover: European Business Review

European Business Review

ISSN: 0955-534X

Online from: 1989

Subject Area: International Business

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Compromise is so … compromised: Goldilocks, go home

Document Information:
Title:Compromise is so … compromised: Goldilocks, go home
Author(s):Morris B. Holbrook, (Graduate School of Business, Columbia University, New York, New York, USA)
Citation:Morris B. Holbrook, (2008) "Compromise is so … compromised: Goldilocks, go home", European Business Review, Vol. 20 Iss: 6, pp.570 - 578
Keywords:Consumers, Gap analysis, Marketing, Research
Article type:Viewpoint
DOI:10.1108/09555340810913575 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:The author gratefully acknowledges the support of the Columbia Business School's Faculty Research Fund.

Purpose – This paper aims to discuss issues concerning the desirability of finding ways to close the gap between academic research and management practice – especially in the case of marketing and consumer research.

Design/methodology/approach – The issues are addressed by means of a personal essay.

Findings – The discussion adopts the extreme viewpoint that achieving a reconciliation or resolution of the differences between scholarly inquiry and managerial relevance in either research or teaching constitutes an undesirable or even deplorable form of compromise.

Originality/value – The essay concludes that – contrary to the wisdom of Goldilocks – compromise between academic scholarship and practical relevance merits opprobrium rather than approbation.

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Qualitative research in international marketing.