Abstract
PurposeThis paper aims to present a commentary and reflection on Nenonen et al.’s paper on theorizing with managers.Design/methodology/approachThe paper is a conceptual reflection.FindingsThe author finds much to agree with Nenonen et al.’s work, but finds some aspects where greater breadth could be added to further strengthen it. The author further suggest that the alleged gap should be critically examined.Originality/valueThis paper extends Nenonen et al. by proposing a broader framework for viewing the relevance and implementability of academic marketing research.
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