Compromise is so … compromised: Goldilocks, go home

Abstract

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.

Citation

Holbrook, M.B. (2008), "Compromise is so … compromised: Goldilocks, go home", European Business Review, Vol. 20 No. 6, pp. 570-578. https://doi.org/10.1108/09555340810913575