Shouting From the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs

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 appea...

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Bibliographic Details
Published in:	Entrepreneurship theory and practice Vol. 38; no. 2; pp. 399 - 426
Main Authors:	Steffens, Paul R., Weeks, Clinton S., Davidsson, Per, Isaak, Lauren
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA Blackwell Publishing Ltd 01-03-2014 SAGE Publications Sage Publications, Inc SAGE PUBLICATIONS, INC
Subjects:	Businesspeople Entrepreneurs Entrepreneurship Marketing Marketing communications Media Methods Practice Research methods Terminology Universities and colleges Australia
Online Access:	Get full text
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Summary:	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.
Bibliography:	ark:/67375/WNG-DT7NPN7P-5 istex:83BB2919AF75950C36163761120D0D25CFD40B17 ArticleID:ETAP12079 ObjectType-Article-2 SourceType-Scholarly Journals-1 ObjectType-Feature-1 content type line 23
ISSN:	1042-2587 1540-6520 1540-6520
DOI:	10.1111/etap.12079