Current facets (Pre-Master)
Stefan Stremersch wins 2015 IJRM Best Paper Award
Out of four finalists an article of Professor Stefan Stremersch and his co-authors John H. Roberts, Ujwal Kayande, has been chosen by the Editorial Board of the International Journal of Research in Marketing (IJRM) as 2015 IJRM Best Paper.
In the article "From academic research to marketing practice: Exploring the marketing science value chain” (published in Volume 31, issue 2 of IJRM 2014) the authors aimed to investigate the impact of marketing science articles and tools on the practice of marketing. John Roberts, Ujwal Kayande and Stefan Stremersch, systematically gathered, synthesized and contrasted the views of three major stakeholder groups regarding the impact of marketing science research on management practice. They wanted to draw some conclusions based on their data collection as to what has historically worked, what has not, and where the difference lies. Also they wished to identify not just past impact of marketing science, but also future likely impact, given the trends that they see in the environment.
The conceptual model which the authors developed, shows empirically that academic research has had considerable influence on practice and much of it is in areas which marketing managers see as representing important decisions for the firm (pricing management, customer market selection, new product management, and brand management). There is also reasonable alignment between what is impactful in academia and its influence on practice.