Purpose – Many academics have raised concerns about the growing divide between academia and practice. While more collaborative research has been called for there is a lack of research into the actual practice of academic/practitioner engagement. This research aims to explore the application of...

Purpose – This paper seeks to investigate what the marketing field can learn, with regard to the academic/practitioner divide, from other management disciplines that have a range of different relationships with their respective practitioners. Design/methodology/approach – The authors carried...