How to publish in top tier marketing journals
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This document provides guidance on how to publish in top-tier marketing journals. It discusses key sections of a manuscript such as the introduction and motivation, literature review, conceptual framework, data and methods, results, and discussion. For each section, it provides tips on what to include and how to effectively structure the content. For example, it recommends that the introduction identify a clear research gap and propose how the research will fill it. It also suggests using tables and diagrams to clearly present the conceptual framework and results. The overall document aims to help authors develop high-quality manuscripts that will be appealing to top journals.
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How to publish in top tier marketing journals
- 1. Ashwin Malshe, 16 March 2023 How to Publish in Top-Tier Marketing Journals
- 2. 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
- 3. Agenda ? Discuss various sections of the manuscript ? Introduction and motivation ? Literature review ? Conceptual framework ? Data and methods ? Results ? Discussion ? Q&A 3
- 4. 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.
- 5. 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
- 6. 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.
- 7. 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.
- 8. 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.
- 9. 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
- 10. 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
- 11. 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.
- 12. 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
- 13. ? 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
- 14. 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
- 15. ? For experimental analysis ? Pretests to show that the manipulation works ? Rule out confounding explanations ? Manipulation checks ? Avoid demand effects ? Don¡¯t delete observations 15
- 16. 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
- 17. 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
- 18. Q&A
- 19. Thank you! Twitter: @ashwinmalshe Email: ashwin.malshe@utsa.edu