Vitenskapelig artikkel

Barriers to Practical Use of Academic Marketing Knowledge

Sogn-Grundvåg, Geir; Grønhaug, Kjell


Tidsskrift: Marketing Intelligence & Planning, vol. 22, p. 520–530, 2004

Utgiver: Emerald Group Publishing Limited

Utgave: 5

Internasjonale standardnumre:
Trykt: 0263-4503
Elektronisk: 1758-8049

Open Access: none


It is commonly assumed that a prime purpose of developing research-based marketing
knowledge is that it should be useful to marketing managers and other practitioners. However,
evidence suggests that academic marketing knowledge is only to a limited degree utilised in
practical life. It is thus important to understand why this is the case, as well as how use of academic
knowledge can be enhanced. This paper focuses on scientific knowledge about market orientation
and explores a range of factors, which might impair its practical application. More specifically, it
examines what types of knowledge marketing practitioners might perceive as useful and discusses
a range of potential barriers to successful transfer of market orientation knowledge from
academia to practitioners. Substantial barriers are identified which relate to attributes of market
orientation knowledge itself and characteristics of both academics and practitioners. Findings are
discussed and implications highlighted.