Building a Collaborative Research Consortium between Academia and SMEs: Addressing Challenges and Enhancing Marketing Success

Abstract

Collaborations between researchers and practitioners provide a unique platform for advancing knowledge, fostering innovation, and addressing real-world marketing challenges. This study aims to establish a Research Consortium that bridges the gap between researchers from Universiti Teknologi Malaysia (UTM) and small and medium-sized enterprises (SMEs), facilitating mutual knowledge exchange. The key objectives of this study are to explore the primary challenges faced in researcher-practitioner collaborations, identify the essential resources for sustained long-term collaboration, and formulate actionable strategies to strengthen these partnerships. Eighteen respondents from SMEs, academia, and industry were interviewed, and data were analyzed using thematic analysis via NVIVO software. Key challenges include bridging the gap between academia and industry, as well as overcoming financial and time constraints. Necessary resources identified were effective communication channels, dedicated time, and financial support. Actionable strategies proposed involve aligning academia with industry expectations, creating a shared vision and mission, fostering effective communication, and ensuring accountability. The findings of this study are significant for both academic and industry practitioners as they provide a foundation for developing robust consortia that can create impactful solutions, attract broader consumer bases, and enhance overall success in marketing.