Corporate-Sponsored Research: An Opportunity for Educators

A recurring theme in many marketing and business journals is the need to integrate theory with practice. In the current economic environment, business is finding it exceedingly difficult to achieve corporate profit objectives. With tax revenues severely reduced or stagnant, many universities are experiencing substantial difficulty funding academic programs. The opportunity for joint practitioner/educator involvement has never been greater. This article describes the advantages and disadvantages of industry sponsorship of university research projects, as well as an actual example of this type of joint effort.