This editorial is a master piece when looking to the core message and actions to be taken. One of the best ranked and respected academic journals in marketing, is calling to bridge quickly the Gap between academic research and marketing practice. Although this is not a recent subject, but there is a pressant and urgent need to structure research about this question :
How can we narrow the gap between academic research & marketing practice ?
The editor is citing for example the recent initiatives that stress on this issue, from Harvard, Columbia & London business school. The editorial proposes some interesting actions that other peer reviewed journals should follow.
Good reading, this is an important editorial by it’s key message !