MEASURING RESEARCH PRODUCTIVITY OF MARKETING SCHOLARS AND MARKETING DEPARTMENTS

Abstract

ABSTRACT This article studies the research productivity of scholars and institutional departments in the field of marketing, by examining data of published articles in four premier marketing journals (Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research and Marketing Science) from 2010 to 2019. Two different metrics are used to evaluate scholar productivity: the total count of publications and a fractional publication score which considers the number of authors in an article. Using these same metrics, research productivity of higher institution marketing departments around the world is also measured. Adapting the methodology used in previous studies, we provide a snapshot of today’s most productive marketing scholars and marketing departments. Our findings may help academics with major professional decisions like admission choices in a doctoral program, Ph.D. advisor selection, career choices, job placement, promotion, potential collaboration ideas and mobility issues. Interestingly, we find the size of marketing faculty in our top schools has only a moderate effect on their research productivity.