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 Moller (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.
Brodie, RJ., Nenonen, S., Peters, LD., & Storbacka, K. (2017). Theorizing with managers to bridge the theory-praxis gap: Foundations for a research tradition. European Journal of Marketing, 51, 1173-1177. https://doi.org/10.1108/EJM-03-2017-0175