Online from: 1989
Subject Area: International Business
|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|
|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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