Marketing's 'Oscars': a citation analysis of award-winning articles

摘要

Purpose - The purpose of this paper is to see whether it is possible to reliably detect, prospectively,rnsuperior intellectual contributions to marketing's literature.rnDesign/methodology/approach - Citation data accessed on the Institute of Scientific InformationrnWeb of Science were used to examine the impact of award-winning marketing articles with those ofrnlead articles and non-lead articles in the same journal issues.rnFindings - Award-winners gathered more citations than those for the two comparison groups. It isrnshown, however, that this finding should not be taken for granted. The peer review system frequentlyrnfails to identify high quality, innovative research.rnResearch limitations/implications - The paper only considers US marketing journals.rnOriginality/value - This is the only in-depth study of the impact of award-winning research in thernmarketing community.