Assessing and enhancing the impact potential of marketing articles

Elina Jaakkola () and Stephen L. Vargo ()
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Elina Jaakkola: University of Turku
Stephen L. Vargo: University of Hawai’i

AMS Review, 2021, vol. 11, issue 3, No 15, 407-415

Abstract: Abstract Although the impact of marketing is a recognized priority, current academic practices do not fully support this goal. A research manuscript’s likely influence is difficult to evaluate prior to publication, and audiences differ in their understandings of what “impact” means. This article develops a set of criteria for assessing and enhancing a publication’s impact potential. An article is argued to have greater influence if it changes many stakeholders’ understandings or behaviors on a relevant matter; and makes its message accessible by offering simple and clear findings and translating them into actionable implications. These drivers are operationalized as a checklist of criteria for authors, reviewers, and research supervisors who wish to evaluate and enhance a manuscript’s potential impact. This article invites scholars to further develop and promote these criteria and to participate in establishing impact evaluation as an institutionalized practice within marketing academia.

Keywords: Impact; Publishing; Relevance; Writing; Citations (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s13162-021-00219-7

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