Purpose – This paper seeks to highlight the significance of the recent debate on the “academic‐practitioner divide” for postgraduate marketing education in terms of informing objectives, chosen scope and structure and service provision. Design/methodology/approach – Data were collected...

A previous paper by the authors drew on existing research on e‐business and the smaller firm, developed a conceptual model and a set of research propositions. This paper analyses a series of qualitative, in‐depth interviews of owner/managers of smaller firms in central Scotland in order to...