Bridging marketing theory - practice gap to enhance firm performance: Introduction to the special issue

The fast pace of technology is challenging existing business practices and, consequently, widening the gap between marketing theory and practice. This special issue is intended to help bridge this gap. The articles it contains were presented at the 8th European Marketing Academy Regional Conference hosted by the West University of Timisoara, Romania. They provide theoretical insights and practical insights in four strategic areas related to firm performance: marketing strategy implementation; digital technologies in marketing; international branding; and sustainable marketing. This paper reviews existing solutions for bridging the gap between marketing theory and practice, summarize the content of the eleven papers published and provide directions for future research.