Abstract
Purpose – It is well known that the results of academic marketing research are not widely used by practitioners. This is attributed to a range of factors including language barriers and poor communication between the academic and practitioner communities. In spite of this, there exists little research within marketing that has focused on how potential users of academic research such as business or marketing managers prefer to receive research information. To start filling this void in the research literature, we report a study of managers' media preferences for receiving academic research information.Design/methodology/approach – A survey of managers who had taken part in a larger study into the competitiveness of service enterprises was conducted. Cluster analysis was used to assess different media preference segments.Findings – Findings contradict expectations derived from media richness theory. For example, a substantial number of managers prefer written communication modes, which according to media ri...
Published Version
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