Paul R. Steffens is an Associate Professor and Deputy Director at the Australian Centre for Entrepreneurship Research, QUT Business School, Queensland University of Technology, Brisbane, Queensland, Australia.
Shouting From the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs
Article first published online: 6 DEC 2013
© 2013 Baylor University
Entrepreneurship Theory and Practice
Special Issue: Evidence-Based Entrepreneurship
Volume 38, Issue 2, pages 399–426, March 2014
How to Cite
Steffens, P. R., Weeks, C. S., Davidsson, P. and Isaak, L. (2014), Shouting From the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs. Entrepreneurship Theory and Practice, 38: 399–426. doi: 10.1111/etap.12079
- Issue published online: 3 MAR 2014
- Article first published online: 6 DEC 2013
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.