Reflections on a decade of EJM and marketing scholarship: the good, the bad, and the future

Abstract

PurposeThe purpose of this paper is to reflect on the author’s decade-long tenure as the Editor of the European Journal of Marketing (EJM). The paper presents his thoughts on the past 10 years of marketing scholarship, his views on future directions and some advice for those looking to publish their research in academic journals.Design/methodology/approachThe paper takes a reflective, discursive approach, and also reviews a wide range of topics relevant to marketing researchers.FindingsThe author finds that EJM has grown substantially on many levels in the past decade. He also finds that there are some concerns around marketing research, and social scientific scholarship in general, that marketing scholars may wish to consider and take into account in their ongoing work.Research limitations/implicationsThe paper is partly a personal view, and does not rely on any empirical research. However, the views espoused are justified by theoretical review and conceptual argument.Practical implicationsThe implications of this paper are relevant to marketing scholars, journal reviewers, readers of research, as well as those who manage scholarship (e.g. university administrators). The author suggests a number of directions that the research, publication and reward process could move in to improve practice.Originality/valueThe paper brings together a large number of different views and concepts relevant to further development of marketing research, and provides original summaries and extensions.