In this editorial, the authors argue that accounting and marketing research can be both practically relevant and theoretically well-grounded, if a paradigm of application driven theory is adopted and rigorously applied. They distinguish between two dichotomies characterizing research, (1) basic vs. non-basic research and (2) applied vs. pure research. They call for an approach to accounting and marketing based in the intersection of applied and basic research which they refer to as "Application Driven Theory."
