The Synergy of Business Theory and Practice Advancing the Practical Application of Scholarly Research

The lack of congruence between theory and practice in business remains a widely discussed topic. This lack of synergy is quietly and elusively becoming the Achilles' heel of contemporary scholarly business research and, by extension, of business in general. Focusing on the deviation of means and ends between business theory and practice, this book comprises thirteen chapters, which present an array of theoretical and geographical contexts, and aim to bring scholarly thinking and scientific analysis together with managerial rationale and practical applications. Presenting valuable insights and demonstrating an equalised perception of the theorisation of practice, and reversely, the practicality of theory, this innovative book signifies a new philosophy of scientific work and provides thought-provoking reading for scholars in a range of business sub-disciplines.

1. Editorial Introduction: The Requisite Bridge from Theory to Practice; Alkis Thrassou, Demetris Vrontis, Yaakov Weber, S. M. Riad Shams and Evangelos Tsoukatos.- 2. Theoretical Concepts and Practical Applications of Accounting-related Shared Service Centres in Medium-Sized Firms; Stefan Bantscheff and Bernd Britzelmaier.- 3. From Theory to Practice of Formal and Informal Palestinian Small Businesses; Suhail Sultan and Evangelos Tsoukatos.- 4. A Practicable Implementation of Training and Development in Professional Services: the Case of Accountants in Cyprus; Loucas Theodorou, Demetris Vrontis and Michael Christofi.- 5. The Role of Organizational Identity in Post-Merger Integration; Yaakov Weber.- 6. Energy Business in Gambia: an Industry Review for Theoretical and Practical Implications; Musa Manneh and S. M. Riad Shams.- 7. Sustainable Customer Experience: Bridging Theory and Practice; Paola Signori, Irene Gozzo, Daniel J. Flint, Tyler Milfeld and Bridget Satinover Nichols.- 8. Industry Application of Assessment and Forecasting Theories through Comparative Financial Analysis: the Case of Greek Pharmaceutical Industries under Crisis Conditions; Klio Dengleri, Petros Lois, Alkis Thrassou and Spyros Repousis.- 9. Industry and Managerial Applications of Internet Marketing Research; S. M. Riad Shams.- 10. CSR Reporting Practices of Lithuanian and Italian Academic Institutions; Ligita Šimanskiene, Jurgita Paužuoliene, Erika Župerkiene and Mariantonietta Fiore.- 11. The Practicable aspect of the Omni-Channel Retailing Strategy and its Impact on Customer Loyalty; Tandy Christoforou and Yioula Melanthiou.- 12. International Curative Marketing, Corporate and Business Diplomacy: a Triple Application for Migration; Hans Ruediger Kaufmann, Maria Paraschaki, Evangelos Tsoukatos, Dolores Sanchez Bengoa and Michael Czinkota.- 13. Sustainability in Project Management: Advancing the Synergy of Practice and Theory; Debu Mukerji.

Alkis Thrassou is Professor in the School of Business at the University of Nicosia, Cyprus, and a Senior Research Fellow of the EuroMed Academy of Business (EMAB). He has extensive academic and professional experience, and has undertaken significant research in the fields of strategic marketing, management and customer behaviour.

Demetris Vrontis is Professor and Executive Dean at the University of Nicosia in Cyprus, the Editor-in-Chief of the EuroMed Journal of Business (EMJB), and the President of the EuroMed Research Business Institute (EMRBI). He has published over 200 articles and books.

Yaakov Weber is Professor and Director of the Research Unit, School of Business Administration, College of Management, Israel. The Founder and President of EMRBI and EMAB, Yaakov has served in various editorial positions for a number of leading journals including the Journal of World Business.

S. M. Riad Shamsis a Senior Research Fellow at the Ural Federal University, Russia. Having previously studied at Central Queensland University in Australia, he is a Research Fellow at EMAB and has published articles in several leading journals.

Evangelos Tsoukatos teaches Management at the University of Applied Sciences Crete, Greece, and is adjunct faculty at the University of Nicosia and the Hellenic Open University. He is Associate Editor of EMJB and previously studied at Lancaster University, UK.