Introduction to the Marketing Science Institute Special Section on Academic and Practitioner Collaborative Research

Deskripsi

This article serves as an introduction to the Marketing Science Institute’s special section on academic and practitioner collaborative research. It highlights the importance of bridging the gap between academic research and real-world marketing practice, emphasizing the value of collaboration in generating actionable insights. The article sets the stage for the following contributions that explore various aspects of such collaborations in the marketing field.