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By Goran Svensson

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When it comes to the journal criteria, the Research and journal criteria 463 EBR 18,6 464 top journals in marketing also tend to be dominated by narrow concerns of research rather than broad ones (Rosenstreich and Wooliscroft, 2005; Svensson, 2005, 2006). The skewed distribution of reviewed research and journal criteria may reinforce the rigidity and lack of innovativeness of the marketing discipline. The evolutionary speed of the discipline may be reduced or at worst it may enter a dead end, therefore, the authors contend that there are a number of serious concerns to be addressed in the future review of the top journals in marketing.

3 No. 2, pp. 70-86. S. and Loraas, T. (1998), “Publication productivity in three leading US advertising journals: 1989 through 1996”, Journal of Advertising, Vol. 27 No. 2, pp. 53-63. Homburg, C. (2003), “Publishing processes in academic marketing discipline in the United States: a German perspective”, Journal of the Academy of Marketing Science, Vol. 31 No. 3, pp. 348-50. T. E. (1997), “Faculty perceptions of marketing journals”, Journal of Marketing Education, Vol. 19 No. 1, pp. 37-52. T. E. (2000), “Research productivity in the Journal of Business Research: 1985-1999”, Journal of Business Research, Vol.

2 Why is there a Pareto syndrome in top marketing journals? Two possible explanations may contribute to the understanding of why there is a Pareto syndrome in the reviewed research criteria as discussed in the top marketing journals. Principally, it goes back to the fundaments of the journals. It could be traced to the affiliation of editors and the affiliations and compositions of editorial boards. Table I summarizes the review of journal criteria. Svensson (2005) finds that the editors of the top marketing journals are invariably North Americans, namely six out of six (100 percent).

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