Exploring the Relations in Relational Engagement:Addressing Barriers to Transformative Consumer Research

Piacentini, Maria Grazia and Susan, Dunnett and Hamilton, Kathy and Banister, Emma and Gorge, Hélène and Kaufman-Scarborough, Carol and Nairn, Agnes (2019) Exploring the Relations in Relational Engagement:Addressing Barriers to Transformative Consumer Research. Journal of Business Research, 100. pp. 327-338. ISSN 0148-2963

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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 (SIGs). 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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Journal Article
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Journal of Business Research
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This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 100, 2019 DOI: 10.1016/j.jbusres.2018.12.032
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Deposited On:
13 Dec 2018 11:40
Last Modified:
21 Sep 2023 02:30