Exploring the relations in relational engagement

addressing barriers to transformative consumer research

Maria G. Piacentini, Susan Dunnett, Kathy Hamilton, Emma Banister, Helene Gorge, Carol Kaufman-Scarborough, Agnes Nairn

Research output: Contribution to journalArticle

Abstract

Marketing academics are increasingly seeking societal impact from their work yet still encounter problems in creating and sustaining meaningful relationships with those whom their work seeks to help. We use an empirical investigation to identify and propose solutions to the key barriers that impede the initiation and development of impactful relationships between marketing academics and Social Impact Organizations (SIOs). The investigation entailed 20 interviews with SIOs and Knowledge Exchange (KE) professionals in the US, UK and France. The main barriers hindering relationships are differing perspectives on resources, goal misalignment and misconceptions about the other party. Potential solutions include: involving both parties in structured activities for initializing collaboration; planning resource investment in research; engaging with KE professionals to facilitate goal alignment and to broker communications; increasing academic visibility in SIO communities; using teaching as a springboard to develop collaborations; supporting SIO-led initiatives and finding creative ways to overcome time incongruity.
Original languageEnglish
Pages (from-to)327-338
Number of pages12
JournalJournal of Business Research
Volume100
Early online date20 Dec 2018
DOIs
Publication statusPublished - 31 Jul 2019

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Consumer research
Knowledge exchange
Community organization
Resources
Empirical investigation
Communication
Broker
Misalignment
Marketing
Alignment
Resource planning
Visibility
France

Keywords

  • social impact
  • relational engagement
  • marketing academics

Cite this

Piacentini, Maria G. ; Dunnett, Susan ; Hamilton, Kathy ; Banister, Emma ; Gorge, Helene ; Kaufman-Scarborough, Carol ; Nairn, Agnes. / Exploring the relations in relational engagement : addressing barriers to transformative consumer research. In: Journal of Business Research. 2019 ; Vol. 100. pp. 327-338 .
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Exploring the relations in relational engagement : addressing barriers to transformative consumer research. / Piacentini, Maria G.; Dunnett, Susan ; Hamilton, Kathy; Banister, Emma; Gorge, Helene; Kaufman-Scarborough, Carol; Nairn, Agnes.

In: Journal of Business Research, Vol. 100, 31.07.2019, p. 327-338 .

Research output: Contribution to journalArticle

TY - JOUR

T1 - Exploring the relations in relational engagement

T2 - addressing barriers to transformative consumer research

AU - Piacentini, Maria G.

AU - Dunnett, Susan

AU - Hamilton, Kathy

AU - Banister, Emma

AU - Gorge, Helene

AU - Kaufman-Scarborough, Carol

AU - Nairn, Agnes

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AB - Marketing academics are increasingly seeking societal impact from their work yet still encounter problems in creating and sustaining meaningful relationships with those whom their work seeks to help. We use an empirical investigation to identify and propose solutions to the key barriers that impede the initiation and development of impactful relationships between marketing academics and Social Impact Organizations (SIOs). The investigation entailed 20 interviews with SIOs and Knowledge Exchange (KE) professionals in the US, UK and France. The main barriers hindering relationships are differing perspectives on resources, goal misalignment and misconceptions about the other party. Potential solutions include: involving both parties in structured activities for initializing collaboration; planning resource investment in research; engaging with KE professionals to facilitate goal alignment and to broker communications; increasing academic visibility in SIO communities; using teaching as a springboard to develop collaborations; supporting SIO-led initiatives and finding creative ways to overcome time incongruity.

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