Publication Type

Journal Article

Version

acceptedVersion

Publication Date

11-2019

Abstract

Purpose: Organizations (data gatherers in the context) drown in data while at the same time seeking managerially relevant insights. Academics (data hunters) have to deal with decreasing respondent participation and escalating costs of data collection while at the same time seeking to increase the managerial relevance of their research. The purpose of this paper is to provide a framework on how, managers and academics can collaborate better to leverage each other's resources. Design/methodology/approach: This research synthesizes the academic and the managerial literature on the realities and priorities of practitioners and academics with regard to data. Based on the literature, reflections from the world's leading service research centers, and the authors' own experiences, the authors develop recommendations on how to collaborate in research. Findings: Four dimensions of different data realities and priorities were identified: research problem, research resources, research process and research outcome. In total, 26 recommendations are presented that aim to equip academics to leverage the potential of corporate data for research purposes and to help managers to leverage research results for their business. Research limitations/implications: This paper argues that both practitioners and academics have a lot to gain from collaborating by exchanging corporate data for scientific approaches and insights. However, the gap between different realities and priorities needs to be bridged when doing so. The paper first identifies data realities and priorities and then develops recommendations on how to best collaborate given these differences. Practical implications: This research has the potential to contribute to managerial practice by informing academics on how to better collaborate with the managerial world and thereby facilitate collaboration and the dissemination of academic research for the benefit of both parties. Originality/value Whereas the previous literature has primarily examined practitioner-academic collaboration in general, this study is the first to focus specifically on the aspects related to sharing corporate data and to elaborate on academic and corporate objectives with regard to data and insights.

Keywords

Research, Service, Data, Data capture, Management

Discipline

Management Sciences and Quantitative Methods | Marketing

Research Areas

Marketing

Publication

Journal of Service Management

Volume

30

Issue

5

First Page

534

Last Page

548

ISSN

1757-5818

Identifier

10.1108/JOSM-05-2019-0158

Publisher

Emerald

Copyright Owner and License

Authors-CC-BY-NC

Creative Commons License

Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

External URL

https://www.youtube.com/watch?v=_tBj4Sznnz0

Additional URL

https://doi.org/10.1108/JOSM-05-2019-0158

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