AN AGENDA FOR SELLING AND SALES MANAGEMENT RESEARCH: USING THE FINANCIAL INDUSTRY'S FORWARD THINKERS FOR INSIGHT

摘要

Understanding the similarities and differences between the research priorities of academics and those of practitioners may create opportunities for mutually beneficial collaboration. We used a three-phase process to tap industry forward thinkers to identify 40 research topics of import to practitioners in the financial services industry. These topics were refined and validated, leaving 15 areas where research needs are a top priority. We mapped these areas against two published academic research agendas to identify areas of convergence and divergence. Our findings suggest that more than half of academic research falls into areas deemed important by practitioners in this industry. We pinpoint four areas particularly vital to practitioners where little academic research exists. We discuss tailored approaches for developing collaborative research for high-convergence areas versus for low-convergence areas.