Compromise is so … compromised: Goldilocks, go home

Welcome:
Guest

European Business Review

ISSN: 0955-534X

Online from: 1989

Subject Area: International Business

Content: Latest Issue | Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Document Information:
Title:	Compromise is so … compromised: Goldilocks, go home
Author(s):	Morris B. Holbrook, (Graduate School of Business, Columbia University, New York, New York, USA)
Citation:	Morris B. Holbrook, (2008) "Compromise is so … compromised: Goldilocks, go home", European Business Review, Vol. 20 Iss: 6, pp.570 - 578
Keywords:	Consumers, Gap analysis, Marketing, Research
Article type:	Viewpoint
DOI:	10.1108/09555340810913575 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Acknowledgements:	The author gratefully acknowledges the support of the Columbia Business School's Faculty Research Fund.
Abstract:	Purpose – This paper aims to discuss issues concerning the desirability of finding ways to close the gap between academic research and management practice – especially in the case of marketing and consumer research. Design/methodology/approach – The issues are addressed by means of a personal essay. Findings – The discussion adopts the extreme viewpoint that achieving a reconciliation or resolution of the differences between scholarly inquiry and managerial relevance in either research or teaching constitutes an undesirable or even deplorable form of compromise. Originality/value – The essay concludes that – contrary to the wisdom of Goldilocks – compromise between academic scholarship and practical relevance merits opprobrium rather than approbation.