Shouting from the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs
April 2, 2014 Leave a comment
Shouting from the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs
Paul Steffens
Queensland University of Technology – School of Management
Clinton S. Weeks
Queensland University of Technology
Per Davidsson
Queensland University of Technology – Brisbane Graduate School of Business
Lauren Isaak
Queensland University of Technology
March 2014
Entrepreneurship Theory and Practice, Vol. 38, Issue 2, pp. 399-426, 2014
Abstract:
Evidence‐based practice in entrepreneurship requires effective communication of research findings. We focus on how research synopses can “promote” research to entrepreneurs. Drawing on marketing communications literature, we examine how message characteristics of research synopses affect their appeal. We demonstrate the utility of conjoint analysis in this context and find message length, media richness, and source credibility to have positive influences. We find mixed support for a hypothesized negative influence of jargon, and for our predictions that participants’ involvement with academic research moderates these effects. Exploratory analyses reveal latent classes of entrepreneurs with differing preferences, particularly for message length and jargon.
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