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

Roderick J. Brodie, Suvi Nenonen, Linda D. Peters, Kaj Storbacka

Research output: Contribution to journalArticleScientificpeer-review

18 Citations (Scopus)


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.
Original languageEnglish
Peer-reviewed scientific journalEuropean Journal of Marketing
Issue number7/8
Pages (from-to)1173-1177
Number of pages5
Publication statusPublished - 2017
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • theory-practice gap
  • abductive reasoning
  • collaborative theorizing
  • pragmatic realism


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