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Article
Publication date: 2 September 2014

Alessio Cavicchi, Cristina Santini and Lucia Bailetti

This purpose of this paper is to introduce a research model inspired by the basic principles of experiential research and apply it to the food and beverage industry. Thinkers and…

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Abstract

Purpose

This purpose of this paper is to introduce a research model inspired by the basic principles of experiential research and apply it to the food and beverage industry. Thinkers and doers often do not speak the same language: many scholars have pursued the goal of reducing the gap between academicians and practitioners by introducing new research models or adapting existing ones. Two case studies with wine and olive oil producers illustrate how the model works and highlight its applicability. Background literature is provided to support the model.

Design/methodology/approach

In defining the model, we have followed several steps. First, we searched the literature to identify research needs and insights that might be useful in formulating the model. Second, we constructed a model following some procedural steps suggested in the literature. Third, we tested a model to verify its applicability and functionality. The paper is structured as follows: the first section explores the issue of academic–practitioner collaboration to identify the obstacles to effective collaboration and to define possible benefits from reducing the gap. The second section presents background literature on methodologies for enhancing cross-profession collaboration. Finally, the model is described and two case studies are described to flesh out how the model works.

Findings

According to our experience and research results, this model is, paraphrasing Phillips (1987), “warrantable” because it proposes continuous reflection to improve the alignment between thinkers and doers: this method of conducting research is objective and bridges the gap between researchers and practitioners. Because this model centres on experience, participant behaviours and beliefs can be elicited about a host of nondurable goods. Having entrepreneurs put themselves in the consumers’ position, and providing them the results of their experiment can be considered the real value added of this approach. The model proposed in this paper opens a wider perspective in qualitative research, and the two case studies demonstrate that it is particularly flexible for adaptation to various businesses.

Research limitations/implications

More case studies could be useful to demonstrate the validity of this model. Particularly, a longitudinal case study aiming at collecting data about the participants’ feedback in the long run could help in understanding the deep value of the proposed model.

Practical implications

While this paper illustrates two applications of the model with entrepreneurs and managers of the wine and olive oil industry, this model offers potential for analysis not only in the food and beverage sector but all fast-moving consumer goods sectors, as it can be adapted to techniques other than sensory analysis once researchers have confirmed that they fit with the aim of the research and the peculiarities of the problem observed.

Social implications

Tools and methodologies must be chosen according to the type of business the problem refers to, and, while this presents a considerable challenge in organizing ad hoc research teams, it also offers an opportunity for an interdisciplinary approach and an exchange of knowledge and skills from different research fields. In this case, the choice of research methodology is much more driven by the real needs that emerge from the phenomenon observed, rather than by the researchers’ specific skills.

Originality/value

This paper has helped us broaden our perspective on research and has encouraged us to reflect on critical issues such as validity of a research process and usefulness of research. Some questions about the role of research in relation to practitioners are still open, but we think that this work has the merit of further highlighting the importance of bridging the gap between researchers and practitioners during research, and the usefulness being flexible and open-minded when carrying out an investigation.

Details

Qualitative Market Research: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 2 September 2014

Andrew Lindridge

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Abstract

Details

Qualitative Market Research: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 10 July 2023

Albena Pergelova, Fernando Angulo-Ruiz, Tatiana S. Manolova and Desislava Yordanova

This study aims to examine how entrepreneurship education influences intentions for starting a technology venture among science, technology, engineering and mathematics (STEM…

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Abstract

Purpose

This study aims to examine how entrepreneurship education influences intentions for starting a technology venture among science, technology, engineering and mathematics (STEM) students with particular attention to gender differences. This study builds on the model of entrepreneurial event and social role theory to assess the impact of entrepreneurship education on feasibility, desirability and intentions for technology entrepreneurship.

Design/methodology/approach

The hypotheses are tested with a sample of 879 Bulgarian science and engineering students from 15 universities. To test the models, this study uses ordinary least squares and logistic regressions with robust standard errors and Hayes mediation analysis with bootstrap bias-corrected confidence interval estimations for indirect effects. Two-stage Heckman regressions to control for sample selection bias and other robustness checks including propensity score matching were used.

Findings

Results show that entrepreneurship education, measured as participation in an entrepreneurship course, has a stronger impact on feasibility, desirability and intentions for technology entrepreneurship for female STEM students compared to their male counterparts. As such, this study supports the notion that entrepreneurship education could be part of a solution to counteract societal norms that position technology entrepreneurship as a less desirable and/or less feasible choice for women in STEM. However, attention should be paid to the operationalization of entrepreneurship education, as other measures of entrepreneurship education (role models, entrepreneurship education support) did not have a moderation effect with gender.

Research limitations/implications

The authors assume a positive correlation between entrepreneurial intentions and entrepreneurial behavior. Future studies should include actual entrepreneurial behavior to paint a more complete picture of the effect of entrepreneurship education.

Originality/value

Little is known about the role of entrepreneurship education in the field of technology entrepreneurship, and even less about the potential gender differences in entrepreneurship education among STEM students. The study contributes to the literature by examining factors that could help close the persistent gender gap in technology entrepreneurship.

Details

International Journal of Gender and Entrepreneurship, vol. 15 no. 2
Type: Research Article
ISSN: 1756-6266

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