THE BRIDGE BETWEEN ACADEMIA AND PRACTICE

Abstract

Let’s consider the roots of conflict and why divides between perspectives occur. Even earlier in marketing progress, con flict as a consequence of disagreement and tension (Anderson & Narus, 1990) has been thoroughly and schol arly examined especially in distribution channels (Frazier, 1983; Heide & John, 1988). Since the dynamics of academic contribution include tension as an accelerator of research productivity via detailed models, contradicting viewpoints and trade-offs (Palmatier, 2016), tension could generate transformative decisions.