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Shouting from the ivory tower: A marketing approach to improve communication of academic research to entrepreneurs
Australian Centre for Entrepreneurship Research, QUT Business School, Queensland University of Technology, Brisbane, Queensland, Australia.
School of Advertising, Marketing, and Public Relations, QUT Business School, Queensland University of Technology, Brisbane, Queensland, Australia.
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Queensland University of Technology, Brisbane, Australia.ORCID iD: 0000-0002-6363-1382
Australian Centre for Entrepreneurship Research, QUT Business School, Queensland University of Technology, Brisbane, Queensland, Australia.
2014 (English)In: Entrepreneurship: Theory & Practice, ISSN 1042-2587, E-ISSN 1540-6520, Vol. 38, no 2, 399-426 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2014. Vol. 38, no 2, 399-426 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-25350DOI: 10.1111/etap.12079Local ID: IHHÖvrigtISOAI: oai:DiVA.org:hj-25350DiVA: diva2:772912
Note

Special Issue: Evidence-Based Entrepreneurship

Available from: 2014-12-17 Created: 2014-12-17 Last updated: 2015-12-22Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • de-DE
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