Fewer Contributions, Please!

An important criterion of evaluation of a JCR paper is its contribution to the consumer literature. We are all tempted to write that the paper contributes to A and to B, to C and to D, and E and F. Indeed, claims that a paper contributes to 5-6 different literatures at the same time are not uncommon. I have done it myself. As an editor, however, I am looking for that one BIG contribution that might change the world of consumer research.  Too grand?  Maybe. Still, try to articulate your one, major contribution rather than several smaller ones.

____
“Just a Thought ….from Bernd Schmitt”
Non-binding ideas for JCR authors.

Bernd Schmitt

Bernd is the Robert D. Calkins Professor of International Business at Columbia Business School and the Editor-in-Chief of JCR.

Bernd Schmitt has 5 posts and counting. See all posts by Bernd Schmitt