Heresies and sacred cows in scholarly marketing publications

Merriam-Webster defines heresies as “dissent or deviation from a dominant theory, opinion, or practice.” This Journal of Business Research special issue and the editorial examine heresies and sacred cows in marketing research. Seven papers investigate different aspects of typical academic business j...

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Bibliographic Details
Published in:Journal of business research 2016-08, Vol.69 (8), p.3133-3138
Main Authors: Babin, Barry J., Griffin, Mitch, Hair, Joseph F.
Format: Article
Language:English
Subjects:
Editorials
Heresy
Knowledge
Marketing Research
Method
Scholarly publishing
Studies
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Summary:Merriam-Webster defines heresies as “dissent or deviation from a dominant theory, opinion, or practice.” This Journal of Business Research special issue and the editorial examine heresies and sacred cows in marketing research. Seven papers investigate different aspects of typical academic business journal presentations. Each manuscript critically analyzes generally accepted practices for the pursuit of publication in academic journals and reveals ways these practices may do more harm than good, hindering the goal of presenting true growth of knowledge through publication. The editorial provides an integrative schema for the manuscripts in the special issue. Providing a series of broader topics to tie the papers together, this special issue illustrates how the findings of each study can help improve our pursuit of knowledge. In addition, the editorial discusses heresies and sacred cows not covered by manuscripts in the current issue. The editorial concludes with recommendations for both authors and reviewers that may enhance the approach to research, methodologies employed, and reporting of scholarly research.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2015.12.001