Limitations and future research directions
In spite of significant contributions, this research does have limitations that could provide scope for future research. The useable sample size for the analysis was small, and thus there is a potential for forthcoming researchers in developing further research using larger sample sizes. This research included only firms within Denmark, and henceforth, there is a potential in extending the scope by including firms from other countries. This research included only practitioners, while future research also could consider including both scholars and journal editors for understanding the prospects of symmetrically balancing theoretical and practical relevance. This exploratory research included a small sample of single respondents from Danish companies to understand the perception of the practitioners/executives concerning: rigor and relevance; knowledge creation; and knowledge transfer. Thus, there is a potential for future research to include multiple respondents from each company to understand the perspectives of different practitioners/executives within the same company. In a nutshell, future research is needed to better understand the rigor and relevance and, especially, the relevance in terms of theory and practice by including all the actors (reviewers, editors, publishers, researchers, practitioners, etc.). It is important to continuously focus on this debate pertaining to balancing theoretical and practical relevance as well as to involve the researchers, practitioners, editors, and publishers for greater academic research achievements.