Marketing's “Oscars”: a citation analysis of award‐winning articles

Abstract

Purpose

The purpose of this paper is to see whether it is possible to reliably detect, prospectively, superior intellectual contributions to marketing's literature.

Design/methodology/approach

Citation data accessed on the Institute of Scientific Information Web of Science were used to examine the impact of award‐winning marketing articles with those of lead articles and non‐lead articles in the same journal issues.

Findings

Award‐winners gathered more citations than those for the two comparison groups. It is shown, however, that this finding should not be taken for granted. The peer review system frequently fails to identify high quality, innovative research.

Research limitations/implications

The paper only considers US marketing journals.

Originality/value

This is the only in‐depth study of the impact of award‐winning research in the marketing community.

Citation

Hubbard, R., Norman, A.T. and Parsa, R.A. (2010), "Marketing's “Oscars”: a citation analysis of award‐winning articles", Marketing Intelligence & Planning, Vol. 28 No. 5, pp. 669-684. https://doi.org/10.1108/02634501011066555