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

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  • Paul R. Steffens
  • Clinton S. Weeks
  • Per Davidsson
  • Lauren Isaak

Abstract

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.

Suggested Citation

  • Paul R. Steffens & Clinton S. Weeks & Per Davidsson & Lauren Isaak, 2014. "Shouting from the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs," Entrepreneurship Theory and Practice, , vol. 38(2), pages 399-426, March.
    • Handle: RePEc:sae:entthe:v:38:y:2014:i:2:p:399-426
    DOI: 10.1111/etap.12079
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    2. Chan, C.S. Richard & Park, Haemin Dennis & Huang, Julie Y. & Parhankangas, Annaleena, 2020. "Less is more? Evidence for a curvilinear relationship between readability and screening evaluations across pitch competition and crowdfunding contexts," Journal of Business Venturing Insights, Elsevier, vol. 14(C).
    3. Cédric Baudet & Frédéric Favre & Vincent Mottet & Michel Kalika, 2016. "De la recherche en management à la recherche par les managers," Post-Print hal-01374428, HAL.
    4. Tracy, Elizabeth M. & Billingsley, Joseph & Pollack, Jeffrey M. & Barber, Dennis & Beorchia, Ace & Carr, Jon C. & Gonzalez, Gabe & Harris, Michael L. & Michaelis, Timothy L. & Morrow, Grayson & Philli, 2021. "A behavioral insights approach to recruiting entrepreneurs for an academic study during the COVID-19 pandemic," Journal of Business Venturing Insights, Elsevier, vol. 16(C).
    5. Enav, Friedmann & Daphna, Brueller, 2018. "Is stereotypical gender targeting effective for increasing service choice?," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 35-44.
    6. Graham, Byron & Bonner, Karen, 2024. "The role of institutions in early-stage entrepreneurship: An explainable artificial intelligence approach," Journal of Business Research, Elsevier, vol. 175(C).
    7. Davidsson, Per, 2017. "Opportunities, propensities, and misgivings: Some closing comments," Journal of Business Venturing Insights, Elsevier, vol. 8(C), pages 123-124.
    8. Chan Timothy Hor, Shoon, 2023. "Why we need design science in entrepreneurship research an idiosyncratic perspective based on the experiences and learnings of an ex-practitioner in training to be an entrepreneurship scholar," Journal of Business Venturing Insights, Elsevier, vol. 19(C).

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