Quality Control versus Innovation in Research on Marketing

J. Scott Armstrong, University of Pennsylvania

Article comments

Postprint version. Published in Journal of Marketing Management, Volume 11, Issue 7, October 1995, pages 655-660.
Publisher URL: http://www.westburn.co.uk

The author asserts his right to include this material in ScholarlyCommons@Penn.

Abstract

Brownlie and Saren (this issue) claim that "few innovative papers appear in the top marketing journals." They attribute this problem to incentive structures. They ask what steps might be taken by the various stakeholders to encourage the development and transmission of useful innovative ideas. Presumably, this means findings that might contribute to better practices in marketing management. I address the first two issues (the problem and why it occurs) by using empirical search by myself and others. I then speculate about the third issue - procedures for improving the publication prospects for useful innovations.