Management research often struggles to translate theoretical advancements into practical applications, leaving valuable insights underutilized. Despite attempts to align academic outputs with practitioners' needs, many scholarly contributions fail to achieve their intended impact. Central to this inquiry is the question of how to deepen our understanding of value in management research to better meet diverse users' expectations. We propose a marketing lens to bridge the theory-practice divide, reframing the research relevance gap as a marketing challenge. By employing a narrative literature review, we synthesize and critically analyze existing research on the relevance of management theory in practice. This approach uncovers novel interpretations and insights through reframing techniques, allowing for a deeper exploration of familiar ideas. We also examine similarities between established theories and new contexts through analogical modeling, which illuminates underlying principles by drawing parallels between distinct concepts. Applying an analogy to Service-Dominant (S-D) Logic, we evaluate how the notion of value shifts when expanding the focus from research outputs to accompanying services. Ultimately, this study emphasizes that value arises not only from research outputs but also from the accompanying services that enhance the overall user experience and optimize benefits derived from research.