The use of live cases in marketing teaching has been suggested as a way to provide students with interesting and relevant course work while collaborating on live case exercises also provides industry partners with valuable new ideas for innovation and development. When properly conducted, live cases can also be used for conducting research by the course instructors. Our study shows how these three distinct levels of teaching, industry collaboration, and research can be managed simultaneously to produce benefits for all parties by introducing and testing a novel framework to be used by marketing instructors in their course work. (Contains 1 figure.)