Theorizing with managers to bridge the theory-praxis gap: Foundations for a research tradition

Abstract

Purpose

The purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition.

Design/methodology/approach

The paper synthesizes and builds on the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Möller (2017).

Findings

The authors develop a research agenda consisting of the following issues: the need for a systemic view of business practice; the need for innovative and meaningful theoretical understanding; the need to identify conditions and approaches for collaborative theorizing; to further define and instruct the abductive approach; and to explore pragmatic realism to ensure both practical outcomes and truthful theories.

Originality/value

These five issues are a step towards developing a theory–praxis research tradition.

Citation

Brodie, R.J., Nenonen, S., Peters, L.D. and Storbacka, K. (2017), "Theorizing with managers to bridge the theory-praxis gap: Foundations for a research tradition", European Journal of Marketing, Vol. 51 No. 7/8, pp. 1173-1177. https://doi.org/10.1108/EJM-03-2017-0175