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These were cross-disciplinary journal rankings, including marketing journals that were provided and continuously updated by Emerald. It used a broader – as well as a profounder – approach to assess the quality of different journals across research disciplines. It was based upon the process that each article published was independently reviewed based upon four criteria, namely research implications, practice implications, originality and readability. Each article was assigned one, two or three asterisks across these criteria.

Furthermore, what about the research criteria, such as author affiliation, research data and methodology? Research has indicated that there is a skewed distribution of journal and research criteria in top marketing journals (Rosenstreich and Wooliscroft, 2005; Svensson, 2005, 2006, 2007). The distribution appears to resemble the so-called Pareto’s Law[1]. Today, it often refers to the theory that a small percentage of a total is responsible for a large proportion of the total outcome. It is commonly known as the 80/20 law or principle, therefore, the objective is to review and debate whether there is a “Pareto syndrome” in the distribution of crucial research and journal criteria in top marketing journals.

Concluding thoughts The review of research and journal criteria in the top marketing journals generated an extremely skewed outcome. When it comes to the research criteria, the top journals in marketing tend to be governed by narrow concerns of research rather than broad ones (Czinkota, 2000; Easton and Easton, 2003; Homburg, 2003; Rosenstreich and Wooliscroft, 2005; Svensson, 2005, 2006). When it comes to the journal criteria, the Research and journal criteria 463 EBR 18,6 464 top journals in marketing also tend to be dominated by narrow concerns of research rather than broad ones (Rosenstreich and Wooliscroft, 2005; Svensson, 2005, 2006).

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Academic Journals and Academic Publishing by Goran Svensson


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