Title Slide Based on Smith, John (2XX), “New idea,” Marketing Science, Vol. X, No. Y, xx-yy. 1Science to Pratice Initiative Template

The Problem The specific issue/challenge/puzzle that the paper deals with should be presented – The current state of the art (before the paper) might be helpful to clarify this. 2Science to Pratice Initiative Template

The Context One slide should be used to clearly describe the context (products categories/markets) where the idea is relevant The decisions that managers take in this context should also be identified and made clear for the audience. 3Science to Pratice Initiative Template

Solution/Method/Findings The solution/method/approach to the Issue/Problem/Puzzle is presented. – What the manager knows that is new because of the proposed idea – How the manager will do things differently Science to Pratice Initiative Template4

Benefits/Justification/Insights 1 Here the authors should present the benefits of the new method/solution or the logical argument or reasoning behind the results Science to Pratice Initiative Template5

Benefits/Justification/Insights 2 More details or empirical support/evidence/application to support the idea Science to Pratice Initiative Template6

Summarize What managers did before the idea. – Outcome and costs with current behavior What managers will do now (with the new idea) – Outcome and costs with application of the new idea The net benefit to managers with the new idea. Science to Pratice Initiative Template7

Call to Action 3 things you can do to make this idea part of practice in your organization – To whom and how to explain the idea to people in your company – Suggest a strategy that might allow the idea to be implemented (even if on a trial basis) – Propose measurements that can demonstrate the benefits of the idea Science to Pratice Initiative Template8