The contribution continuum
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The question, “What constitutes a knowledge contribution?” has a simple and straightforward answer that is less than simple or straightforward to accomplish (David Glen Mick).
The most common reason manuscripts fail to clear the hurdle necessary for publication in leading journals is a lack of strong incremental contribution. Reviewers often compliment the exposition of a paper and praise the research design only to conclude that the paper contains nothing that is newsworthy. This is a frustrating outcome for an author. As a result, the most frequent question asked of editors is, “What is a contribution?” and how does one tell if the contribution is large enough to merit publication. Even papers that are eventually published in very good journals often start the review process with reviewers’ comments to the effect that the contribution of the paper is unclear. Less experienced scholars often have an especially difficult time articulating their paper’s contribution, but even...
KeywordsMarketing Review Process Target Audience Marketing Community Intended Contribution
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