I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research

Balancing the Use of Behavioural Research and Design Science Research to Solve the Relevance Problem in Marketing Research

“…The purpose of the article was to contribute towards bridging the gap between marketing academics and marketing managers. Marketing managers do not seem to know concepts from academia and do not seem interested in using academic research for education purposes (Redler & Schmidt, 2022). Moreover, many marketing managers seem to cultivate a degree of anti-intellectualism (Nyilasy & Reid, 2007).…”

“…The idea to use design science research to increase managerial relevance in marketing is largely unexplored, but not entirely new. A small number of previous research articles has proposed its use in the discipline before (Henseler & Guerreiro, 2020; Redler & Schmidt, 2022), a demonstration of design science research and behavioural research with their typical characteristics in marketing has not been done before. Therefore, differentiation proposition and demonstration may be considered central contribution and novelty of this article.…”

“…Various other business research disciplines also seem to have a deficit in practical relevance. Researchers from brand management seem to be aware of their difficulties to create content which is relevant to practitioners (Redler & Schmidt, 2022). Scholars in advertising research also seem to be having a very similar discourse also.…”

“…However, despite such efforts and interconnections, marketing research has a utilization problem (Lehmann et al, 2011; Zeithaml et al, 2020). Managers in marketing are often not aware of most research concepts and do not use academic contributions for job-related education (Redler & Schmidt, 2022). Literature on building an understanding of—and a solution to—this problem has existed for at least half a century (Kelly, 1987).…”

Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

“…Only 14.9 percent said that they had read at least one article in one of the journals in the last 12 months. Recent studies confirm the low relevance of brand science for brand practice (Alpert et al, 2022;Redler & Schmidt, 2022). Furthermore, the discussion of the Academic-Practitioner Gap in management, marketing and brand management is not a new one (Banks et al, 2016;Kumar, 2017;Varadarajan, 2003).…”