Researching with places: on using engaged scholarship in marketing
ISSN: 1352-2752
Article publication date: 8 November 2022
Issue publication date: 15 November 2022
Abstract
Purpose
As a core element of the marketing mix, place is of central concern within marketing. Yet existing literature typically presents accounts of research about rather than with places. The purpose of this paper, therefore, is to argue that engaged scholarship can help academics, practitioners, policymakers and communities to work collaboratively to solve place-based “wicked problems”. Specifically, this paper focuses on high street revitalisation, a challenge frustrating policymakers and communities since the 1980s.
Design/methodology/approach
This paper draws on a mixed-method research project conducted with place-based stakeholders in Manchester, the UK, to discuss the benefits and challenges arising through an engaged scholarship approach.
Findings
The authors outline several benefits to engaged scholarship, including forming tailored solutions to place-based problems, engendering trust and ongoing research partnerships and generating real-world impact beyond the academy. However, the authors also draw attention to the challenges including political sensitivities within places, additional layers of scrutiny and challenges to dissemination arising through partnership working with organisations external to the university.
Originality/value
Whereas a range of techniques have been used to research places within marketing, engaged scholarship is lacking. This paper, therefore, provides first-hand insights into the benefits and challenges that the authors experienced using the approach. This is of significance because of the rising importance of generating real-world impact within the academy, which the authors feel requires more institutional support. This paper also suggests Van de Ven’s diamond model of engaged scholarship extends to encompass issues of research governance.
Keywords
Acknowledgements
The authors would like to thank the two reviewers and special issue editor for their advice about further enhancing the manuscript. Authors would also like to thank their research partners in the study, Manchester City Council, from whom they learned a lot about doing engaged scholarship research.
The research on which this paper is based was funded by MCC – the research partner in this study.
Citation
Steadman, C. and Millington, S. (2022), "Researching
Publisher
:Emerald Publishing Limited
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