Shouting from the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs
研究了如何通过研究简报的文案特征（如长度、媒体丰富性、来源可信度、术语使用）来提升学术研究对创业者的吸引力，并发现不同创业者有不同偏好。
Evidence–based practice in entrepreneurship requires effective communication of research findings. We focus on how research synopses can “promote” research to entrepreneurs. Drawing on marketing communications literature, we examine how message characteristics of research synopses affect their appeal. We demonstrate the utility of conjoint analysis in this context and find message length, media richness, and source credibility to have positive influences. We find mixed support for a hypothesized negative influence of jargon, and for our predictions that participants’ involvement with academic research moderates these effects. Exploratory analyses reveal latent classes of entrepreneurs with differing preferences, particularly for message length and jargon.