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Setting a Research Agenda in Sales and Marketing: Tapping Industry Forward Thinkers

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Intellectual Contribution by Bruce Robertson

Contribution Title

Setting a Research Agenda in Sales and Marketing: Tapping Industry Forward Thinkers

Publication

Journal of Personal Selling and Sales management

Co-author

Andrea dixon, David Curry

Year

2006

Description

Understanding the similarities and differences between the research priorities of academics and those of practitioners may create opportunities for mutually beneficial collaboration. We used a three-phase process to tap industry forward-thinkers to identify forty research topics of import to practitioners in the financial services industry. These topics were refined and validated leaving fifteen areas where research needs are a top priority. We mapped these areas against two published academic research agendas to identify areas of convergence and divergence. Our findings suggest that more than half of academic research falls into areas deemed important by practitioners in this industry. We pinpoint four areas particularly vital to practitioners where little academic research exists. We discuss tailored approaches for developing collaborative research for high-convergence areas versus for low-convergence areas.

Complete Citation

Robertson, Bruce, Andrea Dixon and David Curry, 2006, "Setting a Research Agenda in Sales and Marketing: Tapping Industry Forward Thinkers," With Andrea Dixon and David Curry, Journal of Personal Selling and Sales Management, 26 (3)

Website

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