Harald van Heerde and Christine Moorman discuss ways to enhance the real-world relevance of academic marketing research. Building on the March 2021 editorial in the Journal of Marketing, this webinar focuses on ecological value, which is the degree to which research reflects and is relevant to marketing stakeholders and marketing ecosystems. The presenters explain what ecological value means, why it is so important, and how you can generate more of this quality in each stage of the research process.
From: JM Webinar for Scholars (March 2021)
