Marketing Practitioners and Consumer Research – Opportunities For Enhancing the Impact of Scholarly Work

This roundtable seeks to create a forum for consumer researchers and industry practitioners to discuss the interface between consumer research as an academic discipline and consumer research and marketing as an applied practice. While marketing practitioners can benefit greatly from advances in consumer research, it appears that dissemination of new knowledge generated by consumer researchers is limited and slow. This roundtable will explore how knowledge transfer can be facilitated to make sure that advances in consumer research does not end being just an intra-disciplinary discussion but reaches its full potential by changing the way the society approaches consumer research.


Soren Askegaard, Fleura Bardhi, Giana Eckhardt, Fuat Firat, Dannie Kjeldgaard, Maura Troester Nunez, Jacob Ostberg, and Mark Ritson (2011) ,"Marketing Practitioners and Consumer Research – Opportunities For Enhancing the Impact of Scholarly Work", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 550.


Soren Askegaard, University of Southern Denmark, Denmark
Fleura Bardhi, Notheastern University
Giana Eckhardt, Suffolk University
Fuat Firat, University of Texas Pan-American
Dannie Kjeldgaard, University of Southern Denmark, Denmark
Maura Troester Nunez, University of Colorado-Boulder
Jacob Ostberg, Stockholm University
Mark Ritson, The University of Melbourne


E - European Advances in Consumer Research Volume 9 | 2011

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