EXPRESS: From Insight to Impact: Closing the Marketing Science Value Chain with Interactive, Research-Driven Apps

Every year, several thousands of marketing articles are published in academic journals, often with the aim of disseminating new insights not only to the academic community but also to managerial practice. However, there is wide acknowledgment of gaps in the marketing science value chain, hindering the flow of marketing knowledge to other researchers and managers. We posit that interactive, research-driven (IRD) apps that provide a deeper understanding of the usability of the research contribution are a viable solution to improve the diffusion of marketing knowledge. We shed light on the motivations and barriers to develop IRD apps as well as the market potential and impact of IRD apps through a multi-method examination, which includes interviews, secondary data analyses, and experimental studies. We find an untapped potential of IRD apps among published articles and complementary evidence of their value to researchers and managers. We further provide a tutorial to guide the development of IRD apps that complement static research papers, and close with a forward looking section about the future of IRD apps. We hope that our examination stimulates other researchers to complement their articles with IRD apps that enable the diffusion of research findings to other researchers and managers.