Teaching-practice as a critical bridge for narrowing the research-practice gap

Management researchers and management practitioners increasingly appear to be talking past each other. A solution lies in understanding that interactive education has an important role play bridging this divide, but for some reason mode of academic exchange is often forgotten. Our paper broadens the stakeholder value perspective explore how why interests have diverged, before going on present illustrative cases programs attempting bridge such differences. Current conditions suggest dissonance between different cycle-times research practice not sustainable with inevitable outcome a shrinking commons. Generating new knowledge propagating it rapidly through teaching-practice way disseminating higher-order findings. In world where relevance under threat, enabling academics better cross divide critical. Marketing-management teachers ironically their own challenge taking what can complex theory (the marketing equivalent “sausage”) making “sizzle”.