The Impact of Academic Research on Business Practice Experiences from Marketing

In the past four decades, academic researchers have developed a variety of concepts they claim are relevant to business practice. This article analyzes the impact of eight of these concepts from a decision-oriented perspective. Four of them – econometric models, diffusion models, causal analysis and mental accounting – have yet to exert a significant influence on business practice. In contrast, concepts like price decisions and structures, conjoint measurement, decision support systems and pricing processes – all developed to solve practical problems – have proven to be highly useful. It seems evident that overly complex methodology, abstract reasoning and the reliance on incidental data substantially hinder the success of concepts in practice. On the other hand, concepts that provide managers with economically valuable insights are well-received in business practice. The impact of practical experience on the definition of research projects has remained limited. This is due less to the reluctance of the parties involved and more to the objective obstacles such as confidentiality and the complexity of problems. Academic researchers are encouraged to more assertively seek out research guidance from business practitioners, and practitioners should more actively provide recommendations needed for relevant research.     

FOCUS: The New Germany A United Germany in the New Europe

Last October the German Ambassador to Britain delivered the annual Gresham Special Lecture in Gresham College in the City of London. The text of His Excellency's lecture is reproduced here with permission.     

Emerging powers as fact and metaphor: Some European ideas

Emerging powers appear to be rather diverse although some of them, like China and India, are mapping the world. They can be countries or regions, social scapes and flows, economic networks or global cities. They emerge after several decades of global flexible capitalism and the rise of regional networks and city-states. In order to meet contemporary challenges, emerging powers need the experience of coherence of older homogeneities as well as the complexities of extended, differentiated societies and social structures. This new step in recent globalization has to be mediated and understood. The European cultural memory of conflict, mediation and negotiation may enable Europeans to let emerging powers grow beyond the world of traditional empires and their global economies, beyond the worlds of nation-states and their international economy, and beyond the world of liberal empires and their global economy. This reflexivity and complexity may enable the social sciences to play an important public role, which they have not had for many decades, if they understand their moment.     

Challenges and new research avenues in marketing science

This paper is a revised version of the key note speech which the author gave at the 1984 Annual Conference of the European Marketing Academy (EMAC). The author critically evaluates the contributions of marketing science with respect to practical relevance and managerial decision making. He diagnoses a number of substantial discrepancies between research efforts and adoption of marketing science models. Some causes for this situation are identified and new more comprehensive research avenues are proposed and discussed. It is the intention of the article to stimulate further discussion on these important issues. Necessarily, many statements in this position paper are based on subjective judgement and not validated in a scientific sense.     

White-collar unionisation in West Germany, 1960–1976

The rapid growth of white-collar trade union membership in the UK in recent years has been paralleled by a similar phenomenon in Germany. Hermann Bayer and his colleagues explain the causes and results of the growth in trade unionism in West Germany against a background of socio-political developments.     

A close eye on the invisible hand

The paper shows how, and under what minimal information supply conditions, a market finds its competitive equilibrium price and thus solves the so-called tatonnement process, without sellers and buyers knowing the equilibrium price in advance. The information premises must be understood as a basic first approach, and do not necessarily mimic the real market process. Demonstration of a discovery process under these information handling conditions is an important finding for an evolutionary market theory. Additional information-processing elements should augment the efficiency of the discovery process. The results of the simulated market process set out above raise new questions. The role of institutional elements (such as the relevance of demand flexibility or “certainty” of knowledge in the learning process, etc.) is discussed further outside the context of the simulation model, providing new insight into the market process.