Shouting from the ivory tower: a marketing approach to improve communication of academic research to entrepreneurs

Simple item page
dc.contributor.authorSteffens, P.
dc.contributor.authorWeeks, C.
dc.contributor.authorDavidsson, P.
dc.contributor.authorIsaak, L.
dc.date.issued2014
dc.description.abstractEvidence-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.
dc.description.statementofresponsibilityPaul R. Steffens, Clinton S. Weeks, Per Davidsson, Lauren Isaak
dc.identifier.citationEntrepreneurship: Theory and Practice, 2014; 38(2):399-426
dc.identifier.doi10.1111/etap.12079
dc.identifier.issn1042-2587
dc.identifier.issn1540-6520
dc.identifier.orcidSteffens, P. [0000-0002-9945-7304]
dc.identifier.urihttp://hdl.handle.net/2440/108994
dc.language.isoen
dc.publisherWiley
dc.rights© 2013 Baylor University
dc.source.urihttps://doi.org/10.1111/etap.12079
dc.titleShouting from the ivory tower: a marketing approach to improve communication of academic research to entrepreneurs
dc.typeJournal article
pubs.publication-statusPublished

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
RA_hdl_108994.pdf
Size:
419.79 KB
Format:
Adobe Portable Document Format
Description:
Restricted Access
Download

Collections

Entrepreneurship, Commercialisation, and Innovation Centre publications