Temporal challenges in delivering impactful research to tackle society’s challenges: insights from three case studies

Verfuerth, Caroline ORCID: https://orcid.org/0000-0001-8115-8448, Bosangit, Carmela ORCID: https://orcid.org/0000-0002-0152-0193, Knight, Helena H. ORCID: https://orcid.org/0000-0002-8537-214X, Koenig-Lewis, Nicole ORCID: https://orcid.org/0000-0002-3931-6657 and Collins, Andrea ORCID: https://orcid.org/0000-0002-6195-468X 2026. Temporal challenges in delivering impactful research to tackle society’s challenges: insights from three case studies. Journal of Marketing Management 10.1080/0267257x.2026.2713195

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Abstract

Impactful marketing research that addresses societal challenges requires navigating cross-sector collaborations, institutional barriers and temporal challenges. Engaged scholarship is put forward as an overarching framework that can provide guidance in managing collaborations and the temporalities of impactful research. This paper advances engaged scholarship by extending the Barbour et al. (2017) temporality of engagement framework to include two additional phases, ‘connecting’ and ‘co-rippling’, to capture the cyclical and iterative processes through which impactful research is co-produced with non-academic partners. Drawing on three case studies of cross-sector collaborations involving academic researchers, the paper examines how these phases manifest in practice, revealing the distinct temporal challenges. The paper contributes to marketing research by unpacking nuances between temporalities and cross-sector collaborations, offering recommendations to strengthen design, collaboration and long-term societal impact.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Taylor and Francis Group
ISSN:	0267-257X
Date of First Compliant Deposit:	12 August 2026
Date of Acceptance:	11 June 2026
Last Modified:	12 Aug 2026 09:15
URI:	https://orca.cardiff.ac.uk/id/eprint/188931

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