Shouting from the ivory tower: a marketing approach to improve communication of academic research to entrepreneurs
Steffens, Paul, Weeks, Clinton, Davidsson, Per, & Isaak, Lauren (2014) Shouting from the ivory tower: a marketing approach to improve communication of academic research to entrepreneurs. Entrepreneurship Theory and Practice, 38(2), pp. 399-426.
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Accepted Version
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Shouting_from_the_Ivory_Tower_ETP_Conjoint_RR2_manuscript.pdf. |
Description
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.
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| ID Code: | 62673 | ||||||
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| Item Type: | Contribution to Journal (Journal Article) | ||||||
| Refereed: | Yes | ||||||
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| Measurements or Duration: | 28 pages | ||||||
| DOI: | 10.1111/etap.12079 | ||||||
| ISSN: | 1540-6520 | ||||||
| Pure ID: | 32666702 | ||||||
| Divisions: | ?? 1180760 ?? Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations Current > Schools > School of Management ?? australian-centre-for-entrepreneurship ?? |
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| Copyright Owner: | Copyright 2013 Baylor University | ||||||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to [email protected] | ||||||
| Deposited On: | 19 Sep 2013 23:07 | ||||||
| Last Modified: | 01 Apr 2025 05:06 |
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