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Assessing and enhancing the impact potential of marketing articles

Author

Listed:
  • Elina Jaakkola

    (University of Turku)

  • Stephen L. Vargo

    (University of Hawai’i)

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.

Suggested Citation

  • Elina Jaakkola & Stephen L. Vargo, 2021. "Assessing and enhancing the impact potential of marketing articles," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 407-415, December.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00219-7
    DOI: 10.1007/s13162-021-00219-7
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    References listed on IDEAS

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