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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.