Agenda development for marketing research: the user's voice

Deborah Roberts

Nottingham University Business School

Richard Adams

Cranfield School of Management


In recent times, journals publishing across the management disciplines have devoted considerable attention to the relationship between academe and practice: the so-called rigour relevance debate, the double hurdles for management research (Pettigrew 1997), and the need for a closer working relationship between academics and practitioners (Mouncey 2009; Smith 2009). Several journals have made the subject a topic for special attention, including: the Academy of Management Journal (2007), Administrative Science Quarterly (1982, 1983), British Journal of Management (2001), Journal of Management Inquiry (1997) and MIS Quarterly (1999). As recent special issues of the European Journal of Marketing (2002), Marketing Intelligence and Planning (2004) and the Journal of Marketing Management (2007) have demonstrated, marketing journals have not overlooked the phenomenon either.