Purpose
– This purpose of this paper is to introduce a research model inspired by the basic principles of experiential research and apply it to the food and beverage industry. Thinkers and doers often do not speak the same language: many scholars have pursued the goal of reducing the gap between academicians and practitioners by introducing new research models or adapting existing ones. Two case studies with wine and olive oil producers illustrate how the model works and highlight its applicability. Background literature is provided to support the model.
Design/methodology/approach
– In defining the model, we have followed several steps. First, we searched the literature to identify research needs and insights that might be useful in formulating the model. Second, we constructed a model following some procedural steps suggested in the literature. Third, we tested a model to verify its applicability and functionality. The paper is structured as follows: the first section explores the issue of academic–practitioner collaboration to identify the obstacles to effective collaboration and to define possible benefits from reducing the gap. The second section presents background literature on methodologies for enhancing cross-profession collaboration. Finally, the model is described and two case studies are described to flesh out how the model works.
Findings
– According to our experience and research results, this model is, paraphrasing Phillips (1987), “warrantable” because it proposes continuous reflection to improve the alignment between thinkers and doers: this method of conducting research is objective and bridges the gap between researchers and practitioners. Because this model centres on experience, participant behaviours and beliefs can be elicited about a host of nondurable goods. Having entrepreneurs put themselves in the consumers’ position, and providing them the results of their experiment can be considered the real value added of this approach. The model proposed in this paper opens a wider perspective in qualitative research, and the two case studies demonstrate that it is particularly flexible for adaptation to various businesses.
Research limitations/implications
– More case studies could be useful to demonstrate the validity of this model. Particularly, a longitudinal case study aiming at collecting data about the participants’ feedback in the long run could help in understanding the deep value of the proposed model.
Practical implications
– While this paper illustrates two applications of the model with entrepreneurs and managers of the wine and olive oil industry, this model offers potential for analysis not only in the food and beverage sector but all fast-moving consumer goods sectors, as it can be adapted to techniques other than sensory analysis once researchers have confirmed that they fit with the aim of the research and the peculiarities of the problem observed.
Social implications
– Tools and methodologies must be chosen according to the type of business the problem refers to, and, while this presents a considerable challenge in organizing ad hoc research teams, it also offers an opportunity for an interdisciplinary approach and an exchange of knowledge and skills from different research fields. In this case, the choice of research methodology is much more driven by the real needs that emerge from the phenomenon observed, rather than by the researchers’ specific skills.
Originality/value
– This paper has helped us broaden our perspective on research and has encouraged us to reflect on critical issues such as validity of a research process and usefulness of research. Some questions about the role of research in relation to practitioners are still open, but we think that this work has the merit of further highlighting the importance of bridging the gap between researchers and practitioners during research, and the usefulness being flexible and open-minded when carrying out an investigation.
The next phase in servitization: transforming integrated solutions into modular solutions
