Purpose The aim of the paper is to address the widening theory-praxis gap in marketing. The authors propose that one viable solution to this challenge is involving practitioners in research processes as active, reflective and empowered participants. Most extant discussions addressing the...

Purpose The purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition. Design/methodology/approach The paper synthesizes and builds on the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Möller...