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Ashwin Malshe, 16 March 2023
How to Publish in Top-Tier
Marketing Journals

My research background
? Publications in Journal of Marketing, Journal of Marketing Research,
Journal of the Academy for Marketing Science, and Journal of Consumer
Psychology, among others.
? Editorial review board member for
? JMR, Journal of Retailing, Marketing Letters, and Journal of Business
Research
? Ad hoc reviewer for
? JM, JMR, JAMS, and International Journal of Research in Marketing
2

Agenda
? Discuss various sections of the manuscript
? Introduction and motivation
? Literature review
? Conceptual framework
? Data and methods
? Results
? Discussion
? Q&A
3

Before we talk details��
? Writing clarity is critical
? Concrete writing
? Free of technical jargons
? Active writing
? Read Warren et al. 2021 JM article for more details
? Make use of online tools such as Grammarly
4
Warren, Nooshin L., Matthew Farmer, Tianyu Gu, and Caleb Warren
(
2021
)
, ��Marketing Ideas: How to Write Research Articles that Readers Understand and
Cite,�� Journal of Marketing, 85
(
5
)
, 42
�C
57.

Introduction and Motivation
? Ideally, in the first two paragraphs, identify the research gap and propose
how you plan to fill it
? The gap could be in the theoretical understanding of the topic or it could
be relevant for practitioners
? It is not sufficient to claim that nobody in the past has investigated the
research question
? The relevance of the research is critical
? Ask ��what can managers, researchers, consumers, or policymakers do
differently because of my research?��
5

Luo, Xueming, Christian Homburg, and Jan Wieseke
(
2010
)
, ��Customer Satisfaction, Analyst Stock Recommendations, and Firm
Value,�� Journal of Marketing Research, 47
(
6
)
, 1041
�C
58.

Enumerating research questions upfront makes writing concrete
7
Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O��Connor
(
2018
)
, ��Improving Consumer Mindset Metrics and
Shareholder Value Through Social Media: The Different Roles of Owned and Earned Media,�� Journal of Marketing, 82
(
1
)
, 37
�C
56.

A table comparing your research with the past research can help
8
Malshe, Ashwin, Anatoli Colicev, and Vikas Mittal
(
2020
)
, ��How Main Street Drives Wall Street: Customer
(Dis)satisfaction, Short Sellers, and Abnormal Returns,�� Journal of Marketing Research, 57
(
6
)
, 1055
�C
75.

Literature Review
? Literature review should not be a list of articles you read
? Tying the literature together to create a coherent picture is essential
? This helps authors show the gap in the literature more convincingly
? Literature review should be as comprehensive as possible, covering
multiple journals from multiple fields over several years
9

Conceptual Framework
? Clearly define the constructs. Provide discriminant validity if necessary.
? Choose a theory that explains your expected phenomenon
parsimoniously.
? The theoretical explanations are unique and not countered by other
theories.
? The hypotheses are reasonable (not too obvious and not too far-fetched)
10

A box and arrow diagram is ideal for presenting the conceptual framework
11
Homburg, Christian, Marcel Stierl, and Torsten Bornemann
(
2013
)
, ��Corporate Social Responsibility in Business-to-Business Markets: How
Organizational Customers Account for Supplier Corporate Social Responsibility Engagement,�� Journal of Marketing, 77
(
6
)
, 54
�C
72.

Data and Methods
? The data should measure the focal constructs reasonably well
? Many top journals emphasize unique datasets
? For empirical papers this means assembling a large dataset using multiple
different datasets
? For experiments this means multiple studies, clever experimental conditions
and design, etc.
? Often hand-collected datasets are valued more as they need a lot of effort to
put together
? Describe the data and variables in as much details as possible
12

? For econometrics models
? Use appropriate techniques depending on the type of data (panel, time-
series, etc.)
? Use robust standard errors
? Account for error correlations between equations if you have a multi-
equations system
? Account for the fixed effects if necessary
? Choose the control variables carefully and explain the rationale
? Address endogeneity concerns
13

Control variables for firm-performance models
? Economy-level
? Recession, inflation, etc.
? Industry-level
? Competitive intensity, demand instability, demand growth, etc.
? Firm-level
? Profitability, financial leverage, advertising intensity, etc.
? Manager-level
? CMO presence, CEO ownership, etc.
? Stock market
? Analyst following, institutional investor ownership, etc.
14

? For experimental analysis
? Pretests to show that the manipulation works
? Rule out confounding explanations
? Manipulation checks
? Avoid demand effects
? Don��t delete observations
15

Results
? Preferably present results in tables and then discuss them in text
? For econometric models, present results of the model without focal
variables first. Next add the focal variables and show the model fit went up.
? Describe the results without providing too much explanation
? E.g., ��The coefficient of X is positive and significant
(
0.72, p
<
0.05
)
supporting H1��
? Mention all the results that are relevant for the hypotheses testing
? If space permits, discuss the results of the control variables.
16

Discussion
? The discussion section should first summarize the main findings from the
research succinctly.
? Next, enumerate at least three theoretical implications.
? Enumerate at least three managerial implications
? These should be based on your research
? End with limitations and future research
? Here you can include some of the suggestions of the reviewers that
you could not address directly.
17

Thank you!
Twitter: @ashwinmalshe
Email: ashwin.malshe@utsa.edu

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