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The Pareto plus syndrome in top marketing journals: research and journal criteria

Svensson, Goran and Wood, Greg 2006, The Pareto plus syndrome in top marketing journals: research and journal criteria, European business review, vol. 18, no. 6, pp. 457-467.

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Title The Pareto plus syndrome in top marketing journals: research and journal criteria
Author(s) Svensson, Goran
Wood, Greg
Journal name European business review
Volume number 18
Issue number 6
Start page 457
End page 467
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2006
ISSN 0955-534X
1758-7107
Keyword(s) marketing
education
serials
publishing
Pareto analysis
Summary Purpose – Pareto’s Law often refers to the theory that a small percentage of a total is responsible for a large proportion of the total outcome. It is commonly known as the 80/20 law or principle. The objective is to review and debate whether there is a “Pareto syndrome” in the distribution of crucial research and journal criteria in top marketing journals.

Design/methodology/approach –
The authors provide a review and a debate based upon previous research on top marketing journals. For this purpose, the Pareto syndrome concept is introduced, based upon a set of research and journal criteria. Their distribution is examined.

Findings –
The review of research and journal criteria in top marketing journals generated an extremely skewed outcome. When it comes to the criteria, the top journals in marketing tend to be governed by narrow concerns of research rather than broad ones.

Research limitations/implications –
The research and journal criteria that have a skewed outcome may reinforce the rigidity and the lack of innovativeness of the marketing discipline. The evolutionary speed of the discipline may at best be reduced or it may at worst grind to a halt. The authors argue that there are a number of serious concerns to be addressed in the future review and debate of top journals in marketing.

Practical implications –
Editors and editorial boards need seriously to address the concerns reviewed and debated, namely the skewed distribution of criteria, such as affiliation, data and methodology.

Originality/value –
The authors debate that there is evidence that confirms the existence of a Pareto plus syndrome in key research and journal criteria of top marketing journals.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008973

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