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Editorial: Compartmentalized Reviews and Other Initiatives: Should Marketing Scientists Review Manuscripts in Consumer Behavior?

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  • Steven M. Shugan

    (Warrington College of Business Administration, University of Florida, 201 Bryan Hall, Campus Box 117155, Gainesville, Florida 32611)

Abstract

Effectively solving problems requires proper organization. Like other academic disciplines, our discipline must organize around our fundamental problems rather than around our procedures (i.e., tools, approaches, methods). Only that organization ensures healthy debate and constructive communication on relevant research questions. Three initiatives might help foster a transition from a procedure-based to a problem-based organization. One initiative is compartmentalized reviews. Rather than only assigning reviews based on the technical procedures used in a manuscript (e.g., experiments), we assign at least one reviewer, whose expertise is in the problem domain (e.g., advertising), to review only that part of the manuscript (e.g., relevancy to advertisers). Another initiative is to avoid dichotomous certification (i.e., correct or incorrect) for procedures. All procedures yield evidence that forms a multidimensional continuum from circumstantial to overwhelming. Sometimes, precision in stating the conclusion is more important than precision in the procedure. Finally, research streams on marketing questions are essential—no one article is definitive. To foster these streams,must encourage (to some degree) articles that expand on research previously published in. Whenpublishes an article, it has some obligation to give some priority to manuscripts that build on the same topic (i.e., not to label them as “incremental”).

Suggested Citation

  • Steven M. Shugan, 2003. "Editorial: Compartmentalized Reviews and Other Initiatives: Should Marketing Scientists Review Manuscripts in Consumer Behavior?," Marketing Science, INFORMS, vol. 22(2), pages 151-160.
  • Handle: RePEc:inm:ormksc:v:22:y:2003:i:2:p:151-160
    DOI: 10.1287/mksc.22.2.151.16038
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    References listed on IDEAS

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    Cited by:

    1. Do-Hyung Park, 2021. "Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude," Sustainability, MDPI, vol. 13(4), pages 1-12, February.
    2. Steven M. Shugan, 2004. "Editorial: Consulting, Research, and Consulting Research," Marketing Science, INFORMS, vol. 23(2), pages 173-179.
    3. Steven M. Shugan, 2007. "The Editor's Secrets," Marketing Science, INFORMS, vol. 26(5), pages 589-595, 09-10.
    4. Steven M. Shugan, 2006. "Editorial: Fifty Years of," Marketing Science, INFORMS, vol. 25(6), pages 551-555, 11-12.
    5. Donald R. Lehmann & Russell S. Winer, 2017. "The role and impact of reviewers on the marketing discipline," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 587-592, September.

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