An AMI–ANZMAC Applied Academic Research Grant Project

The divide between academic research and marketing practice continues to challenge the discipline’s relevance and impact. To address this, a collaborative international research project is underway, supported by an AMI (Australian Marketing Institute)–ANZMAC (Australian and New Zealand Marketing Academy) Applied Academic Research Grant.

The project that explores marketing managers’ views of marketing academia brings together researchers from

Macquarie University, the University of Queensland, and the University of Bremen in Germany to conduct studies in the USA, Australia and Germany.

The Australian study focuses on understanding:

• How relevant academic knowledge is to managerial decision-making
• How much marketing managers use academic knowledge (vis-à-vis non-academic marketing knowledge) in decision-making
• What drives practitioners to engage with academics and academic knowledge
• How industry, firm, department, and individual characteristics shape these dynamics

The goals?

• Providing empirical evidence of the value academic research brings to marketing practice
• Identifying actionable ways to enhance its relevance to and impact on marketing practice, thereby bridging the academic-practitioner gap for the benefit of both marketing practice and marketing academia

We invite Australian marketing managers to participate in this important study.
Your insights will help to achieve a better alignment between marketing academia and practice, strengthening the marketing discipline and increasing the relevance of the marketing function within organisations.

The survey is anonymous and can be accessed via the link. Please feel free to share it with other marketing decision makers in your network.

SURVEY LINK 

Findings will be published in aggregated form in academic journals and shared in a more digestible summary format with AMI members, including a presentation at an AMI seminar.

• Dr Mark Brown – University of Queensland Business School, University of Queensland, Brisbane, Australia (brown@business.uq.edu.au)
• Dr Rico Piehler – Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia (piehler@mq.edu.au)
• Dr Michael Schade – Markstones Institute of Marketing, Branding & Technology, University of Bremen, Germany (mschade@uni-bremen.de)