Building engagement ambidexterity: a call for proftitioners and pracfessors

This chapter examines the intricate relationship between theorizing and practice within the context of business-to-business marketing. We introduce the concept of engaged scholarship, a collaborative approach where academics and practitioners jointly address complex real-world challenges. The core premise of engaged scholarship is the establishment of common ground, allowing for effective knowledge co-creation by actors from both domains. We posit that theories underpin practical decision-making processes, and illustrate how both academic theorists and industry practitioners inherently operate with theories, whether implicitly or explicitly. We highlight the contrasting criteria for theory assessment between practitioners, who prioritize practical contributions, and academics, who emphasize theoretical rigor and advancement. To overcome the inherent trade-offs between practitioners and academics we need an ambidextrous approach, denoting the capability to excel in both theorizing and practical application. We advocate for the cultivation of engagement ambidexterity, presenting four organizational approaches: structural separation; task partitioning; temporal separation; and contextual enabling. This chapter underscores the interconnected nature of theorizing and practice in business-to-business marketing, emphasizing the necessity of ambidextrous individuals and organizations to bridge academia and industry effectively. These strategies offer avenues to foster engagement ambidexterity, facilitating a harmonious balance between theoretical rigor and practical relevance.