Prof. Dr. Jörn Redler and Prof. Dr. Holger J. Schmidt (Koblenz University of Applied Sciences) will speak at the Leibniz Open Science Day 2024 in Berlin about the lack of relevance of marketing research for the world of practice. In their presentation “Not very relevant and largely unknown outside academia: a diagnosis of the current state of marketing research and some ideas on how to get out of it”, they will shed light on the theory-practice gap, present the results of their own studies, and discuss proposed solutions. The two researchers are the only ones from a non-university environment to present their research at the conference.
Leibniz Open Science Day 2024 is jointly organized by three institutes of the Leibniz Association: ZBW, RWI and WZB. The conference theme “Meta Perspectives in Social Sciences” addresses the growing importance of the social sciences in addressing societal challenges. A meta-scientific perspective is being specifically pursued to better understand how evidence is generated and communicated to society and political decision-makers. The conference will take place on November 25, 2024 in Berlin.
The question of the relevance of current marketing research to the practice of marketing is the subject of an ongoing debate. Several studies support the view that there is a disconnect between marketing research and the marketing practice, even though marketing is predominantly considered an applied science. Although various approaches to reducing the theory-practice gap have been discussed for some time, little progress has been made in this respect. Redler and Schmidt’s research project examines the reasons for this and possible alternative solutions.
Prof. Dr. Jörn Redler holds the professorship for ABWL, with a focus on marketing, at Mainz University of Applied Sciences. Prof. Dr. Holger J. Schmidt is Professor of ABWL, with a focus on marketing, at Koblenz University of Applied Sciences.
Photo by Nathalie Zimmermann
