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 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.
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 language | English |
|---|---|
| Peer-reviewed scientific journal | European Journal of Marketing |
| Volume | 51 |
| Issue number | 7/8 |
| Pages (from-to) | 1173-1177 |
| Number of pages | 5 |
| ISSN | 0309-0566 |
| DOIs | |
| Publication status | Published - 2017 |
| MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- theory-practice gap
- abductive reasoning
- collaborative theorizing
- pragmatic realism