{"status":"public","_id":"4965","user_id":"220548","citation":{"apa":"Lindgreen, A., Di Benedetto, C. A., Brodie, R. J., Naudé, P., &#38; Schäfers, T. (2024). Translating research into teaching. In M. van der Borgh, A. Lindgreen, &#38; T. Schäfers (Eds.), <i>How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research</i> (pp. 347–363). Cheltenham: Edward Elgar Publishing. <a href=\"https://doi.org/10.4337/9781800888531.00031\">https://doi.org/10.4337/9781800888531.00031</a>","chicago":"Lindgreen, Adam, C. Anthony Di Benedetto, Roderick J. Brodie, Peter Naudé, and Tobias Schäfers. “Translating Research into Teaching.” In <i>How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research</i>, edited by Michel van der Borgh, Adam Lindgreen, and Tobias Schäfers, 347–63. Cheltenham: Edward Elgar Publishing, 2024. <a href=\"https://doi.org/10.4337/9781800888531.00031\">https://doi.org/10.4337/9781800888531.00031</a>.","ieee":"A. Lindgreen, C. A. Di Benedetto, R. J. Brodie, P. Naudé, and T. Schäfers, “Translating research into teaching,” in <i>How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research</i>, M. van der Borgh, A. Lindgreen, and T. Schäfers, Eds. Cheltenham: Edward Elgar Publishing, 2024, pp. 347–363.","short":"A. Lindgreen, C.A. Di Benedetto, R.J. Brodie, P. Naudé, T. Schäfers, in: M. van der Borgh, A. Lindgreen, T. Schäfers (Eds.), How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research, Edward Elgar Publishing, Cheltenham, 2024, pp. 347–363.","alphadin":"<span style=\"font-variant:small-caps;\">Lindgreen, Adam</span> ; <span style=\"font-variant:small-caps;\">Di Benedetto, C. Anthony</span> ; <span style=\"font-variant:small-caps;\">Brodie, Roderick J.</span> ; <span style=\"font-variant:small-caps;\">Naudé, Peter</span> ; <span style=\"font-variant:small-caps;\">Schäfers, Tobias</span>: Translating research into teaching. In: <span style=\"font-variant:small-caps;\">van der Borgh, M.</span> ; <span style=\"font-variant:small-caps;\">Lindgreen, A.</span> ; <span style=\"font-variant:small-caps;\">Schäfers, T.</span> (Hrsg.): <i>How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research</i>. Cheltenham : Edward Elgar Publishing, 2024, S. 347–363","bibtex":"@inbook{Lindgreen_Di Benedetto_Brodie_Naudé_Schäfers_2024, place={Cheltenham}, title={Translating research into teaching}, DOI={<a href=\"https://doi.org/10.4337/9781800888531.00031\">10.4337/9781800888531.00031</a>}, booktitle={How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research}, publisher={Edward Elgar Publishing}, author={Lindgreen, Adam and Di Benedetto, C. Anthony and Brodie, Roderick J. and Naudé, Peter and Schäfers, Tobias}, editor={van der Borgh, Michel and Lindgreen, Adam and Schäfers, TobiasEditors}, year={2024}, pages={347–363} }","ama":"Lindgreen A, Di Benedetto CA, Brodie RJ, Naudé P, Schäfers T. Translating research into teaching. In: van der Borgh M, Lindgreen A, Schäfers T, eds. <i>How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research</i>. Cheltenham: Edward Elgar Publishing; 2024:347-363. doi:<a href=\"https://doi.org/10.4337/9781800888531.00031\">10.4337/9781800888531.00031</a>","mla":"Lindgreen, Adam, et al. “Translating Research into Teaching.” <i>How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research</i>, edited by Michel van der Borgh et al., Edward Elgar Publishing, 2024, pp. 347–63, doi:<a href=\"https://doi.org/10.4337/9781800888531.00031\">10.4337/9781800888531.00031</a>."},"title":"Translating research into teaching","publication":"How to Achieve Societal Impact through Engaged and Collaborative Scholarship. A Guide to Purposeful Marketing Research","date_created":"2024-09-20T12:42:51Z","year":"2024","publication_status":"published","language":[{"iso":"eng"}],"date_updated":"2024-09-24T09:26:42Z","page":"347-363","department":[{"_id":"4b2dc5c9-bee3-11eb-b75f-ecc80f94fb21"}],"place":"Cheltenham","abstract":[{"lang":"eng","text":"Previous Chapter\r\nNext Chapter\r\nChapter 18: Translating research into teaching\r\nAdam Lindgreen, C. Anthony Di Benedetto, Roderick J. Brodie, Peter Naudé, and Tobias Schäfers\r\nCategory: Chapter\r\nPublished: 10 Sep 2024\r\nPage Range: 347–363\r\nCollection: Business 2024\r\nDOI: https://doi.org/10.4337/9781800888531.00031\r\nKeywords: Business schools; Rigor relevance; Research-teaching interface; Co-creation; Service-dominant logic; B2B marketing\r\nRestricted access\r\nAbstract\r\nReferences\r\nIn the competitive landscape of business education, fostering a thriving environment for academic research is paramount. This is especially true for research-intensive business schools aiming to secure recognition among top institutions globally. However, the emphasis on research has led to a realization: teaching quality must also be evaluated. Business schools must seamlessly integrate impactful research into teaching, creating a symbiotic relationship. This chapter explores the intersection of research and teaching, particularly in the context of graduate business-to-business marketing classes. It delves into the principles of co-creation of learning and service-dominant logic, emphasizing the active role of both instructors and students in value creation. The chapter highlights the importance of technology, including online platforms and the flipped classroom model, in facilitating interactive learning. It also addresses challenges such as large class sizes and diverse student backgrounds. Furthermore, the chapter underscores the significance of tailoring teaching to the unique needs of business-to-business marketing students. It suggests strategies like real-world applications, hands-on projects, simulations, and relevant takeaways. The ultimate goal is to empower students to apply their learning immediately, enhancing their value in the workplace. Effective teaching in business-to-business marketing is a multifaceted endeavor, driven by the interaction between instructors, students, and technology. As such, scholars need a flexible approach, recognizing that great teaching can take various forms depending on the audience and context, while emphasizing the need to bridge the gap between research excellence and impactful teaching. We end the chapter by addressing the challenges and strategies of translating research into teaching, emphasizing the importance of making academic research relevant to practical decision problems and the role of abductive reasoning in theorizing with practitioners."}],"publication_identifier":{"isbn":["9781800888524"],"eisbn":["9781800888531","9781800888531"]},"type":"book_chapter","quality_controlled":"1","doi":"10.4337/9781800888531.00031","author":[{"full_name":"Lindgreen, Adam","last_name":"Lindgreen","first_name":"Adam"},{"last_name":"Di Benedetto","full_name":"Di Benedetto, C. Anthony","first_name":"C. Anthony"},{"first_name":"Roderick J.","full_name":"Brodie, Roderick J.","last_name":"Brodie"},{"first_name":"Peter","full_name":"Naudé, Peter","last_name":"Naudé"},{"full_name":"Schäfers, Tobias","orcid_put_code_url":"https://api.orcid.org/v2.0/0000-0002-2533-335X/work/167909618","last_name":"Schäfers","orcid":"0000-0002-2533-335X","first_name":"Tobias","id":"253685"}],"publisher":"Edward Elgar Publishing","editor":[{"first_name":"Michel","full_name":"van der Borgh, Michel","last_name":"van der Borgh"},{"full_name":"Lindgreen, Adam","last_name":"Lindgreen","first_name":"Adam"},{"id":"253685","first_name":"Tobias","orcid":"0000-0002-2533-335X","last_name":"Schäfers","full_name":"Schäfers, Tobias"}]}