1. Being successful at publishing
Dr Alvin Lee
Deakin University,
Lecturer, Director Master of Marketing
China Agricultural University,
Melbourne University
July 2018

2. How our circles look at publishing
Journal editor’s view
Your colleague’s view
Your department and faculty administrator’s view
Your view?

3. How to avoid publication of your work
Work on The Obvious
Venue Driven Research
- Examples: studies of old phenomena in new settings such as a specific industry, international, internet context
Just Adding One More New Variable
Replications
Offer an Exercise in Data Fitting
- usually not interesting no matter how sophisticated the model
Offer Descriptive and Purely Exploratory Work

4. Philosophical anchors of intellectual life
Research
Publishing – not for everyone, but a little once in a while doesn’t hurt
Publication is a means, not an end
You publish what you discover,
make an original contribution to the field, and
move the field forwards
Teaching – a noble profession and a wonderful calling, great teachers read research regularly
Learning about research and using research in teaching

7. Getting your work published in leading journals
The “Leading” Journals:
Accept only 8% - 10% of Submissions
But 20 – 25% of Papers Not Desk Rejected
50% - 75% of Papers Invited for Revision
Best of the Best
They Have Influence (Impact)
Most papers can find a home
Important Incremental Contributions
Areas Mature Over time and Become More Incremental and Less Interesting
Substantive (Important) Contributions
But secondary contributions to methods, measures, or modeling are encouraged and increases contribution
Importance of Accessibility
Can anyone read (or even interpret) the paper?
The author(s)’ burden

8. FT50
Academy of Management Journal 2. Academy of Management Review 3. Accounting, Organizations and Society 4. Administrative Science Quarterly 5. American Economic Review 6. Contemporary Accounting Research 7. Econometrica 8. Entrepreneurship Theory and Practice 9. Harvard Business Review 10. Human Relations* 11. Human Resource Management 12. Information Systems Research 13. Journal of Accounting and Economics 14. Journal of Accounting Research 15. Journal of Applied Psychology 16. Journal of Business Ethics 17. Journal of Business Venturing 18. Journal of Consumer Psychology 19. Journal of Consumer Research 20. Journal of Finance 21. Journal of Financial and Quantitative Analysis 22. Journal of Financial Economics 23. Journal of International Business Studies 24. Journal of Management* 25. Journal of Management Information Systems* 26. Journal of Management Studies 27. Journal of Marketing 28. Journal of Marketing Research 29. Journal of Operations Management 30. Journal of Political Economy 31. Journal of the Academy of Marketing Science* 32. Management Science 33. Manufacturing and Service Operations Management* 34. Marketing Science 35. MIS Quarterly 36. Operations Research 37. Organization Science 38. Organization Studies 39. Organizational Behavior and Human Decision Processes 40. Production and Operations Management 41. Quarterly Journal of Economics 42. Research Policy* 43. Review of Accounting Studies 44. Review of Economic Studies* 45. Review of Finance* 46. Review of Financial Studies 47. Sloan Management Review 48. Strategic Entrepreneurship Journal* 49. Strategic Management Journal 50. The Accounting Review

9. ABDC Journal List A* European Journal of Marketing
Industrial Marketing Management
International Journal of Research in Marketing
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Research
Journal of Retailing
Journal of Service Research
Journal of the Academy of Marketing Science
Marketing Science
But, there are also very good journals in economics, psychology, and other disciplines
ABDC Journal List
A Caveat from ABDC: Journal lists should be a starting point only for assessing publication quality and should not constrain researchers to a particular domain.  There is no substitute for assessing individual articles on a case-by-case basis.

10. Journal reputation: perceptual rankings
Source: Hult, Reiman, and Schilke (2009), “Worldwide Faculty Perceptions of Marketing Journals:
Rankings, Trends, Comparisons, and Segmentations,” GlobalEdge Business Review, 3 (3),

11. Impact Journal citation reports
Citation impact compares how often a journal is cited.
It is a ratio of the number of items cited : the number of items available for citation
But a good way to get cited often is to write an article that everyone cites as a really bad example – “don’t do this” or “they made this awful mistake”

12. Citation impact of marketing journals
JAMS NA
J Consumer Resrch
J Marketing
J Marketing Resrch
Marketing Science
J Advertising
J Retailing
J Advertising Resrch
Indust Marketing Mgmt

13. There is no BEST formula to get published
No “Best“ Topic
But some are more interesting than others
No “Best” Number of Studies
But multiple studies are often necessary
No “Best” Methods
But the method must be correct
No “Best” Research Design
But the research design must be appropriate to the research question(s)

14. Publishing is about creativity and storytelling
How can you tell a compelling story?
The most exciting phrase to hear in science, the one that heralds new discoveries, is not 'Eureka!' (I found it!) but 'That's funny ...’ Isaac Asimov (1920)
What is new?
What is interesting?
What is novel?
What is important?
What do people care about?

15. A good story has connections
Creativity is about connecting things logically
Try connecting:
Theory
Empirical results
Management or policy issues
Practical implications

16. Connecting things to get research ideas
Theory  Management Issue
Management Issue  Theory
Phenomenon  Management Issue
Management Issue  Phenomenon
Phenomenon  Theory
Theory  Phenomenon
Theory
Public Policy
Phenomenon

17. How do I know an issue is interesting?
What Is Interesting?
Telling a Compelling Story
Adding to Knowledge
How Do You Know if an Issue Is Interesting?
Ask Others
Read Relevant Literature (and Cite It)
Clearly Articulate What Your Paper Adds/What Gap(s) it Fills
Interesting Compensates (to a degree) for Methodological Sloppiness

18. Start the story with an interesting question
Marketing Is A Broad Field
Many questions are very narrow
Some questions are just not interesting
Some questions are venue specific
Some questions are temporally bound
Focus on the Potential Impact of Your Contribution
Theoretical Impact
Scope of Practical Significance
Guidance for Decision Makers

19. Map a method to answer your question
Map Method to Question
“Facts” and “Truths” Are Often Bound by Method
Multiple Methods Create Robust “Facts” and “Truths”
Requires Attention to Both Internal and External Validity

20. Let the method lead the reader to the impact
Map Method to Question
“Facts” and “Truths” Are Often Bound by Method
Multiple Methods Create Robust “Facts” and “Truths”
Requires Attention to Both Internal and External Validity
Do you need multiple studies for generalizability or more robust results? – not X, but Y
Can you eliminate alternative explanations?
Can you set boundaries?
Can you show that your results are not an artifact of the method or data? bias

21. How to generate interesting questions?
Start with Big Questions
Scope (Breadth of story)
Impact (Relevance of story)
Employ Appropriate Methods
Multiple Methods Are Usually Better
Acknowledge Limitations
Address What Results Mean
Theory, Management Implications
Context and the Big Picture
Complete the Story

22. Dr Alvin Lee A.Lee@Deakin.edu.au +61418904238 Department of Marketing
Deakin University
221 Burwood Highway, Australia 3125.