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The value of research is best realised when academics are prepared to descend from their rarefied elevations and recognise that practitioners have an important role to play in knowledge production.

...听According to international management gurus, such as Philip Kotler, Peter Drucker and聽Henry Mintzberg, researchers should seek opportunities to cooperate with managers as a way to ask better questions, obtain better data and interpret their findings more meaningfully. However, meaningful does not mean research should help practitioners to make more money, but simply enable them to see more deeply into the problems they face.

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