Navigating the Retailing Frontier through Academic and Practitioner Collaboration

Retailing academics and practitioners must develop close, collaborative relationships, which might involve various, meaningful efforts to assist the other side of the collaboration while also furthering their own respective objectives. Only through such collaborations can retailing ensure sufficient research rigor and relevance to advance the field and expand its reach to nonacademic audiences. To achieve some innovative insights on why and how academics and practitioners can work together, a thought leadership conference was organized at the Walton College of Business (University of Arkansas), and one of its key outcomes is this special issue. All the entries in this special issue were crafted by teams of academics and practitioners, working together to describe new frontiers in retailing. They worked collaboratively for more than a year on topical, timely, relevant topics for today’s technology-based era. The meaningful results should provide inspiration for more collaborations, pursued by both sides, with the support of university administrators and corporate executive leadership. Without the support of both, bridging the gap between research and practice is not possible.     

Contextualizing international business research: Enhancing rigor and relevance

Context differentiates international business (IB) from traditional Business research. Along with many IB scholars, we argue that context should be much more adequately emphasized in IB research. Location differences are commonly ignored; complexity and polycomplexity--and other levels of analysis issues--are rarely acknowledged; and the relevance of models and theory developed in Western contexts is not adequately questioned or explored. This paper suggests contextualization guidelines for scholars to enhance the rigor of their research and to make their IB research more relevant for practitioners. In conclusion we suggest solutions for closing rigor and relevance gaps in IB research by enhancing contextualization.     

Consortium Research

Design-oriented research in the Information Systems (IS) domain aims at delivering results which are both of scientific rigor and of relevance for practitioners. Today, however, academic researchers are facing the challenge of gaining access to and capturing knowledge from the practitioner community. Against this background, the paper proposes a method for Consortium Research, which is supposed to facilitate multilateral collaboration of researchers and practitioners during the research process. The method’s design is based on a self-evaluating design process which was carried out over a period of 20 years. The paper’s contribution is twofold. First, it addresses the science of design, since it proposes guidance to researchers for practitioner collaboration during the process of artifact design. Second, the method is an artifact itself, hence, the result of a design-oriented research process.     

ACTION RESEARCH IN SUPPLY CHAIN MANAGEMENT—A FRAMEWORK FOR RELEVANT AND RIGOROUS RESEARCH

In this article we present a framework that researchers can use when they prepare and conduct Action Research (AR) projects. Authors can also use the framework as a guide for how to write relevant and rigorous AR articles. AR is an applied form of case‐based research that can provide exceedingly relevant research in applied fields such as supply chain management. At the same time, AR is also a criticized research approach, particularly in terms of research rigor. With the ambition to address, as well as bridge, the gap between the relevance and rigor within AR research, we first develop a comprehensive research methodology framework that synthesizes the crucial aspects of the AR research methodology. Secondly, we review existing AR articles within logistics, operations management, and supply chain management and present the current state of AR research. After a critical review of the existing articles using our framework, we delineate vital aspects that should be addressed in future AR research. As relevance and rigor are not at odds, we believe that our comprehensive framework will pave the way for a growing stream of rigorous, as well as relevant, AR research.     

An IMC Process Framework for a Communications-Based Services Marketing Model

Integrated marketing communications (IMC) has been presented and examined; and, it has been challenged recently by some researchers questioning its relevance. However, some practitioners and academics still embrace its use. Presented through a case study, this article complements and extends the work of others by showing the importance of attribute identification through comprehensive research. It suggests that the message may be the starting place for measurement of IMC. Senior managers should consider this study's proposed IMC process framework where the product focus or corporate mission statement is the first step for IMC brand message positioning to help improve both short-term and long-term sales and profits.     

Empowerment of SME websites—Development of a web-empowerment scale and preliminary evidence

The emergence of the Internet and the World Wide Web has been argued to fundamentally reshape economic conditions and business practices of firms. It is seen as a promoter of rapid internationalisation of companies, particularly small and medium enterprises. In the aftermath of the burst of the electronic-bubble business practitioners and academics look with scrutiny on successful web-strategies, relevant dimensions of online-success and try to identify viable website practices which enable long-term rewards. The literature offers a rather patchy pattern for successful web-strategies and consumer perspectives on what is expected from websites is hardly available. Within this paper, we introduce the dimension “web-empowerment”. This is a multidimensional construct comprising of consumer views on various dimensions of relevant and successful websites. The web-empowerment scale is based on a large sample from Austria, and developed according to scale development procedures. The relevance of this construct and practical issues in the context of a cross-country sample of SME’s is empirically examined. The paper concludes by offering implications for SME practitioners and for research.     

Thirsty in an Ocean of Data? Pitfalls and Practical Strategies When Partnering With Industry on Big Data Supply Chain Research

Increased volume, velocity, and variety of data provides new opportunities for businesses to take advantage of data science techniques, predictive analytics, and big data. However, firms are struggling to make use of their disjointed and unintegrated data streams. Despite this, academics with the analytic tools and training to pursue such research often face difficulty gaining access to corporate data. We explore the divergent goals of practitioners and academics and how the gap that exists between the communities can be overcome to derive mutual value from big data. We describe a practical roadmap for collaboration between academics and practitioners pursuing big data research. Then we detail a case example of how, by following this roadmap, researchers can provide insight to a firm on a specific supply chain problem while developing a replicable template for effective analysis of big data. In our case study, we demonstrate the value of effectively pairing management theory with big data exploration, describe unique challenges involved in big data research, and develop a novel and replicable hierarchical regression‐based process for analyzing big data.     

Towards a paradigm shift in marketing? An examination of current marketing practices

In recent years, the traditional Transaction approach to marketing has been challenged to the point where a number of authors have suggested that a “paradigm shift” is occurring. The “newparadigm” is commonly referred to as Relationship Marketing, and has been used to reflect a number of different types of relational marketing activity, including Database, Interaction and Network marketing. This paper investigates current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms. The results do not support the notion of a complete “paradigm shift”. Rather, the findings show that for many firms, transactional marketing is relevant and practised concurrently with various types of relational marketing. It is concluded that while relational marketing issues are currently receiving attention from academics and practitioners alike, the role of transactional marketing should not be ignored or underestimated.     

Assessing Marketing Performance: Reasons for Metrics Selection

In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing performance. This paper explores the metrics that firms select and some reasons for those choices. Our data are drawn from two UK studies. The first reports practitioner usage by the main metrics categories (consumer behaviour and intermediate, trade customer, competitor, accounting and innovativeness). The second considers which individual metrics are seen as the most important and whether that differs by sector. The role of brand equity in performance assessment and top management orientations are key considerations. We found consistency between orientation and metrics. Within these categories we identified 19 metrics that could be regarded as primary and could therefore serve as a short-list for initial selection. However, the sector importantly moderates that selection, not least because competitive benchmarking requires similar metrics to be available. Control, orientation and institutional theories appeared to influence metrics selection and the absence of agency theory is probably due to the research method of this paper. We concluded with some propositions formally to test the basis of metrics selection.     

Integrating qualitative and quantitative theoretical perspectives in applied advertising research

This review synthesizes the qualitative theoretical framework employed in Kennedy and McGarvey (in this issue), and posits a research paradigm to integrate and balance both qualitative and quantitative (“Q-Q”) methods in study design using “parallel perspective analysis” as shown in Table 1. Integrating both research perspectives enabled Kennedy and McGarvey to construct a phenomenological “story” of human movement in pet-related consumption attitudes and behavior during the last century, while maintaining a high level of empirical rigor. The method for quantifying a Q-Q research study can be used to develop future balanced research by scholars and practitioners concerned with capturing contextual phenomena in empirically rigorous consumer research.     

Businesspeople: Academics need your help to make business research relevant

In the last two decades, industry-university collaborations (IUCs) in research and development in the hard sciences have become increasingly more successful and common. In contrast, successful IUCs in softer social sciences, such as business, remain relatively uncommon. But business research requires an even higher degree of collaboration than research in the hard sciences if its results are to be relevant to businesspeople. Fortunately, business academics are becoming more and more interested in collaborating with businesspeople. The purpose of this article is to motivate businesspeople to collaborate as well. We do this by showing the businessperson the historical origins of business research’s irrelevance, by describing the benefits the business world could receive from collaborative research, by showing why collaboration is especially needed in social sciences such as business, and by showing why academics cannot do relevant business research without practitioners’ help. Specifically, we will show that the businessperson’s help is needed to ensure that their priorities are met, to formulate the right research questions, to provide relevant data, and to contribute their problem-solving inventiveness.     

Rigor and Relevance: On the Development of Entrepreneurship Research in China

This study examines the contributions of Chinese entrepreneurship research to academic knowledge and its practical implications. Specifically, we investigate how Chinese entrepreneurship research meets the standards of rigor and relevance based on a review of 64 papers published in five major scholarly journals in the Chinese mainland. Results show that Chinese entrepreneurship research has paid comparatively little attention to the “rigor” dimension, while focusing more heavily on practical relevance than on academic relevance on the “relevance” dimension. Future directions for China’s entrepreneurship research are also discussed.     

Commitment and Trust as Drivers of Loyalty in Logistics Outsourcing Relationships: Cultural Differences Between the United States and Germany

This study examines differences in loyalty formation within logistics outsourcing relationships between Germany and the United States. A model of loyalty formation on the basis of commitment and trust is developed and differences between Germany and the United States are hypothesized. They are tested based on 795 logistics outsourcing relationships in the two countries using structural equation modeling. The results indicate that these relationships differ depending on cultural traits relating to trust and commitment. The findings are relevant for practitioners and academics as they paint a more globally informed picture of loyalty formation within logistics outsourcing relationships in which to base both managerial decisions and future research.     

A Repeatable E-Collaboration Process Based on ThinkLets for Multi-Organization Strategy Development

In recent years, multi-organizational collaboration has become more and more important in both business and research. We conducted an action research (AR) intervention with a consortium of Finnish universities that needed to revise its joint strategy. We designed and facilitated a repeatable collaboration process for this multi-organizational strategy development. The process was built using the Collaboration Engineering (CE) approach with thinkLets, which provides expert-level advice for novice facilitators, and it was powered by Group Support Systems (GSS). Our overall impression of CE’s ability to provide valuable design and facilitation support for complex processes is very affirmative. The consortium was satisfied with the intervention, as it saved huge amounts of time compared with conventional strategic work. The process was also seen as more democratic, because the GSS tools enabled equal participation during the session. Our study also provides a ready-to-apply CE process recipe to organizations for revising their strategy. Through this recipe, supplemented with knowledge on thinkLets, the strategy development process may easily be repeated by other facilitators or even practitioners.     

Relevance and Rigor in International Business Teaching: Using the CSA-FSA Matrix

We advance three propositions in this paper. First, teaching international business (IB) at any level needs to be theoretically driven, using mainstream frameworks to organize thinking. Second, these frameworks need to be made relevant to the experiences of the students; for example, by using them in case studies. Third, these parameters of rigor and relevance need to be seamlessly integrated. We then demonstrate these principles using Rugman's CSA-FSA matrix, describing both the theoretical and practical value of the framework.     

Learning transfer: the views of practitioners in Ireland

Considerable expenditure on human resource development (HRD) has not necessarily resulted in a significant impact on organizational performance, and research suggests that the failure to transfer learning may be an important explanation. The search for factors affecting transfer has been extensive, as shown in Grossman and Salas's article in this issue, but, as they also show, more research is needed. The purpose of the present study is to ascertain the views of HRD practitioners (in Ireland) about the factors that they believe are relevant to the transfer of learning in the workplace. The aim is to discover whether practitioners have identified potential factors which researchers have not explored or not explored sufficiently. This group of practitioners was chosen because of the considerable control they wield over significant tranches of organizational resources. The method first involved engagement with 28 senior HRD practitioners in a workshop setting to create a transfer inventory based on their expert opinion. The initial inventory was then responded to online by a group of 314 practitioners indicating the relevance of the items to the question of transfer. Factor analysis was used to achieve parsimony among items, and 21 potential factors were identified. This study focused on the 15 factors adjudged by practitioners to be most relevant. It is concluded that trainer effectiveness, organizational linkage and training event climate, all deemed relevant by practitioners, may justify further research.     

The Role of Academic Research in Supply Chain Practice: How Much Are We Contributing?

Supply chain academics and practitioners enjoy a unique bond. The applied heritage of logistics and supply chain scholarship motivates researchers to identify problems residing in current and future practice, address them in a conscientious manner, and to provide findings that yield meaningful insights. Yet, this bond is sometimes strained when scholarship loses touch with “real problems” found in industry. Strains in the bond then limit the contribution potential and impact of resultant work. This editorial calls for supply chain researchers to embrace the discipline's applied heritage in the identification of problems and delivery of results, while employing the requisite rigor for valid conclusions. Fortunately, there has never been a better time to work with practitioners in light of the disruptive forces at work in industry and the thirst for meaningful insights.     

Adaptiveness in Virtual Teams: Organisational Challenges and Research Directions

Computer supported teams are capturing the attention of academics and practitioners as organisations increasingly put them into practice as virtual teams. The practical relevance of current research into computer supported teams could be increased if greater attention is paid to organisational challenges as they form the context within which virtual teamwork takes place. A model of organisational challenges mapped against processes of adaptation is developed to highlight principle factors affecting virtual teams. A sample of current research groups studying computer-supported teams is plotted onto this map to reveal the extent to which current research addresses these contextual factors. From this map insights are distilled with respect to what is known and is not known about virtual teams. This paper concludes with specific research needs in the study of virtual teams.     

21世纪的中国与老龄化:研究与实践的挑战

在21世纪,中国的不断崛起与人口的快速老龄化问题均备受世人瞩目。通过对原始案例的分析和有关文献的回顾,反思中国老龄化问题的研究意义,提出诸如烟草的使用、研究的空白和社会干预的缺失等重要议题,以展示研究者、从业人员以及决策者所面临的潜在挑战与机遇。从社会医学、行为健康、心理卫生、压力、社会支持网络、社区教育、社会福利以及公共政策等交叉学科视角,对这些问题及其解决措施进行了分析和探讨,为专家提出可能有用的建议,并指导有研究兴趣的学生从事相关领域的研究。