From Insight to Impact: Closing the Marketing Science Value Chain with Interactive, Research-Driven Apps

Every year, several thousands of marketing articles are published in academic journals, often with the aim of disseminating new insights not only to the academic community but also to managerial practice. However, there is wide acknowledgment of gaps in the marketing science value chain, hindering the flow of marketing knowledge to other researchers and managers. The authors posit that interactive, research-driven (IRD) apps that provide a deeper understanding of the usability of the research contribution are a viable solution to improve the diffusion of marketing knowledge. They shed light on the motivations and barriers to develop IRD apps as well as the market potential and impact of IRD apps through a multimethod examination, which includes interviews, secondary data analyses, and experimental studies. The authors find an untapped potential of IRD apps among published articles and complementary evidence of their value to researchers and managers. They further provide a tutorial to guide the development of IRD apps that complement static research papers and close with a forward-looking section about the future of IRD apps.