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Globalization of Authorship in the Marketing Discipline: Does It Help or Hinder the Field?


  • Stefan Stremersch

    () (Department of Marketing, School of Economics, Erasmus University Rotterdam, Burgmeester Oudlaan 50, 3065 PA Rotterdam, The Netherlands, and Goizueta Business School, Emory University, Atlanta, Georgia 30322-2710)

  • Peter C. Verhoef

    () (Faculty of Economics, University of Groningen, P.O. Box 800, 9700 AV Groningen, The Netherlands)


Marketing scholars have reflected upon the marketing discipline's internal evolution before. However, no prior study has assessed the globalization of authorship in our discipline, let alone assessed its consequences for the field. This paper addresses the following two questions: (1) Is there evidence of increasing globalization of authorship in the marketing discipline? (2) If so, does it help or hinder the field? Our work shows empirically how the globalization of our discipline evolved, how U.S. dominance is fading, and which countries experienced a rise in productivity of their affiliate and native scholars. Globalization hinders the field, because it has a negative effect on the impact of several major journals (most importantly, the and the ). Globalization helps the field, because it has a positive effect on the diversity of our discipline. Important implications of our research are: (1) Journals and sponsoring organizations should strive for more international meetings. (2) Editors, reviewers, and authors should pay more attention to the global relevance of the research they publish, review, and submit. (3) Individual researchers should aim to be part of the global community of marketing scientists through, for instance, international research visits.

Suggested Citation

  • Stefan Stremersch & Peter C. Verhoef, 2005. "Globalization of Authorship in the Marketing Discipline: Does It Help or Hinder the Field?," Marketing Science, INFORMS, vol. 24(4), pages 585-594, February.
  • Handle: RePEc:inm:ormksc:v:24:y:2005:i:4:p:585-594

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    References listed on IDEAS

    1. Rajeev K. Tyagi, 2004. "Technological Advances, Transaction Costs, and Consumer Welfare," Marketing Science, INFORMS, vol. 23(3), pages 335-344, January.
    2. Kocher, Martin G & Sutter, Matthias, 2001. "The Institutional Concentration of Authors in Top Journals of Economics during the Last Two Decades," Economic Journal, Royal Economic Society, vol. 111(472), pages 405-421, June.
    3. Reza Ahmadi & B. Rachel Yang, 2000. "Parallel Imports: Challenges from Unauthorized Distribution Channels," Marketing Science, INFORMS, vol. 19(3), pages 279-294, March.
    4. Cote, Joseph A & Leong, Siew Meng & Cote, Jane, 1991. " Assessing the Influence of Journal of Consumer Research: A Citation Analysis," Journal of Consumer Research, Oxford University Press, vol. 18(3), pages 402-410, December.
    5. Baumgartner, H. & Pieters, R., 2000. "The Influence of Marketing Journals : A Citation Analysis of the Discipline and its Sub-areas," Discussion Paper 2000-123, Tilburg University, Center for Economic Research.
    6. Gerard J. Tellis & Stefan Stremersch & Eden Yin, 2003. "The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness," Marketing Science, INFORMS, vol. 22(2), pages 188-208, October.
    7. Steven M. Shugan, 2003. "Editorial: Defining Interesting Research Problems," Marketing Science, INFORMS, vol. 22(1), pages 1-15.
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    Cited by:

    1. Steven M. Shugan, 2006. "Editorial: Who Is Afraid to Give Freedom of Speech to Marketing Folks?," Marketing Science, INFORMS, vol. 25(5), pages 403-410, September.
    2. S. Stremersch & I. Verniers & C. Verhoef, 2006. "The Quest for Citations: Drivers of Article Impact," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/422, Ghent University, Faculty of Economics and Business Administration.
    3. Vikas Mittal & Lawrence Feick & Feisal Murshed, 2008. "Publish and Prosper: The Financial Impact of Publishing by Marketing Faculty," Marketing Science, INFORMS, vol. 27(3), pages 430-442, 05-06.
    4. Steven M. Shugan & Debanjan Mitra, 2009. "Metrics--When and Why Nonaveraging Statistics Work," Management Science, INFORMS, vol. 55(1), pages 4-15, January.
    5. repec:eee:aumajo:v:21:y:2013:i:3:p:176-186 is not listed on IDEAS
    6. Eisend, Martin & Schmidt, Susanne, 2014. "The influence of knowledge-based resources and business scholars’ internationalization strategies on research performance," Research Policy, Elsevier, vol. 43(1), pages 48-59.
    7. Stremersch, S. & Camacho, N.M.A. & Vanneste, S. & Verniers, I.W.J., 2014. "Unraveling Scientific Impact," ERIM Report Series Research in Management ERS-2014-014-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    8. Girish Mallapragada & Nandini Lahiri & Atul Nerkar, 2016. "Peer Review and Research Impact," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 29-41, March.
    9. repec:spr:manint:v:53:y:2013:i:2:d:10.1007_s11575-011-0124-x is not listed on IDEAS
    10. repec:eee:aumajo:v:16:y:2008:i:2:p:67-72 is not listed on IDEAS
    11. repec:eee:ijrema:v:31:y:2014:i:2:p:127-140 is not listed on IDEAS
    12. repec:eee:ijrema:v:33:y:2016:i:4:p:818-839 is not listed on IDEAS
    13. Martijn G. de Jong & Jan-Benedict E. M. Steenkamp & Bernard P. Veldkamp, 2009. "A Model for the Construction of Country-Specific Yet Internationally Comparable Short-Form Marketing Scales," Marketing Science, INFORMS, vol. 28(4), pages 674-689, 07-08.
    14. repec:eee:ijrema:v:28:y:2011:i:3:p:248-257 is not listed on IDEAS
    15. repec:eee:ijrema:v:32:y:2015:i:1:p:64-77 is not listed on IDEAS
    16. repec:spr:scient:v:84:y:2010:i:3:d:10.1007_s11192-010-0216-6 is not listed on IDEAS
    17. Jacob Goldenberg & Barak Libai & Eitan Muller & Stefan Stremersch, 2010. "Database Submission—The Evolving Social Network of Marketing Scholars," Marketing Science, INFORMS, vol. 29(3), pages 561-567, 05-06.


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