How to Achieve Societal Impact through Engaged and Collaborative Scholarship

‘If you are a business researcher who wants to make a difference in the world, this book is for you. It offers a comprehensive and practical guide on how to design, conduct, and communicate research that is relevant and impactful.’
– Stefano Puntoni, Sebastian S. Kresge Professor of Marketing, The Wharton School, University of Pennsylvania, US

‘How to Achieve Societal Impact through Engaged and Collaborative Scholarship is a must-read for scholars, researchers, and practitioners seeking to bridge the gap between academia and the real world. The book defines the parameters of societal value and provides actionable insights into fostering collaborations that truly matter. This book stands as a testament to the transformative potential of business research when it is purposeful, impactful, and aligned with the needs of society.’
– Professor Andreas Eggert, Freie Universität Berlin, Germany

‘In times of profound societal challenges, the role of business academics extends beyond traditional boundaries. How to Achieve Societal Impact through Engaged and Collaborative Scholarship by Michel Van der Borgh, Adam Lindgreen, and Tobias Schaefers timely responds to this imperative, providing a valuable roadmap for purposeful contributions to societal challenges. The book offers practical insights and collaborative approaches, making it a must-read for navigating the evolving landscape of academia and industry collaboration.’
– Professor Jan H. Schumann, University of Passau, Passau, Germany

‘Universities are not ivory towers – they are meant to bring together scholars, students, practitioners, and society. I know of no other book that offers so much specific advice to this end. With great examples from the marketing field, the chapter authors show how to bridge the research-practice gap, the research-teaching gap, and the cross-discipline gap. The book shows how research can provide both societal relevance (intending to benefit practice and society) and societal impact (realized long-term benefits). Group chairs, deans, and other stakeholders need practical means to measure and promote research that benefits society. Gift them this book to read and ponder!’
– Koen Pauwels, Distinguished Professor of Marketing & Co-founder and General Director of the DATA (Digital, Analytics, Technology, Automation) Initiative, D’Amore-McKim School of Business at Northeastern University

‘In this edited volume, Michel van der Borgh, Adam Lindgreen, and Tobias Schaefers have collected a very interesting set of essays on designing for purposeful and impactful research, becoming an engaged scholar, methods for engaged scholarship, measuring the impact of research, and several related topics. The various chapters in this book provide a rich and promising perspective on how to bridge the academia-practice gap in business and marketing, one that may inspire many business scholars and practitioners to collaborate in engaging with the grand challenges of the 21st century.’
– Professor Georges Romme, Eindhoven University of Technology, Netherlands

‘The world needs universities and business schools to tackle today’s business and societal challenges. To make a lasting impact, research must provide both societal relevance and rigor. Grounded in these principles, the authors brilliantly reunite in one volume a rich and diverse source of ideas and inspiration by leading academic voices to help readers understand how to create and manage diverse academic–practitioner collaborations for identifiable, purposeful, and impactful research effectively and efficiently.’
– Professor Wolfgang Ulaga, INSEAD, Middle East Campus, Abu Dhabi, UAE

‘Van der Borgh, Lindgreen, and Schaefers have edited a book that in sum sets the academic lens towards the urgent imperative of business schools’ societal contribution. This compelling book not only interrogates the current state of business school research but also charts a purposeful path forward, advocating for research that is both relevant and beneficial beyond academia. It is an important guide for scholars, educators, and practitioners seeking to forge meaningful academic-practitioner collaborations and contribute to societal progress. The book is a clarion call to re-envision research as a cornerstone for innovation and societal well-being.’
– Morten Irgens, Vice Dean of Innovation and Impact, Copenhagen Business School

Contents
Preface xxii
SECTION 1 DESIGNING FOR PURPOSEFUL AND
IMPACTFUL RESEARCH
1 Collaborating with practitioners 2
C. Anthony Di Benedetto, Adam Lindgreen, Marianne
Storgaard, Ann Højbjerg Clarke, and Michel van der Borgh
2 Linking the UN Sustainable Development Goals and
business relationships: a systematic literature review 23
Dariusz Siemieniako, Krzysztof Kubacki, Maciej Mitręga
and Piotr Kwiatek
3 Coordinating the processes of collaboration in research
and development projects 55
Per Vagn Freytag and Louise Young
SECTION 2 BECOMING AN ENGAGED SCHOLAR
4 Coxswaining the practitioner’s research agenda: how B2B
marketing academics can really transform business and society 78
Michel van der Borgh
5 Building engagement ambidexterity: a call for
proftitioners and pracfessors 95
Thomas Ritter and Carsten Lund Pedersen
6 Digital transformation requires the right managerial mindset 110
Torsten Ringberg, Pernille Rydén, and Per Østergaard Jacobsen
7 Engaging in cross-disciplinary research 137
Adam Lindgreen, C. Anthony Di Benedetto, Roderick J.
Brodie, Michel van der Borgh, and Tobias Schäfers
SECTION 3 METHODS FOR ENGAGED SCHOLARSHIP
8 Research that engages with business practice: a template
for collaboration 150
Roderick J. Brodie
9 Design science research for marketeers 168
Daniela Micu
10 How can a machine learning-based LDA model help in
literature search in systematic literature review? 190
Amila Akagić and Selma Kadić-Maglajlić
SECTION 4 BUILDING AN HOLISTIC BODY OF KNOWLEDGE
11 Building research groups 212
Adam Lindgreen, C. Anthony Di Benedetto, Roderick J.
Brodie, Peter Naudé, and Michel van der Borgh
12 Closing the gap between research, education, and practice
by co-creating and disseminating knowledge: the role of
citizen scientists, researchers in residence, and student
business (re-)designers 249
Florian Kock, Michel van der Borgh, and Adam Lindgreen
13 The unifying role of universities in creating an ecosystem
of researchers, society, and industry 265
Deva Rangarajan
SECTION 5 MEASURING THE IMPACT OF
MARKETING RESEARCH
14 The role of citations and other metrics to assess research quality 279
Adam Lindgreen, C. Anthony Di Benedetto, Roderick J.
Brodie, and Tobias Schäfers
15 Defining, identifying, and measuring societal value 289
Adam Lindgreen, C. Anthony Di Benedetto, Ann Højbjerg
Clarke, Majbritt Rostgaard Evald, Niels Bjørn-Andersen,
and Douglas M. Lambert
16 Achieving research quality 324
Adam Lindgreen, C. Anthony Di Benedetto, Roderick J.
Brodie, and Tobias Schäfers
SECTION 6 DISSEMINATING KNOWLEDGE
17 Providing societal value: a holistic perspective 334
Heidi Boye and Torben Hansen
18 Translating research into teaching 347
Adam Lindgreen, C. Anthony Di Benedetto, Roderick J.
Brodie, Peter Naudé, and Tobias Schäfers
19 How research centers can support academic engagement
and make an impact on SMEs and regional ecosystems 364
Dirk Totzek and Stefan Mang
Index 379