Reflections on assessing academic quality in marketing, and the UK REF

Abstract

Purpose

The purpose of this editorial is to comment on the paper by Saunders and Wong in this issue. In doing so, the paper reflects on the notion of academic quality within marketing research, along with the systems in place to evaluate and reward it.

Design/methodology/approach

The paper takes a reflective, discursive approach.

Findings

The author finds that, while Saunders and Wong make a number of pertinent observations, and come up with interesting solutions, the notion of academic quality espoused in their paper is based on a logically flawed set of arguments.

Research limitations/implications

The paper is primarily a personal view, and thus does not rely on any empirical research.

Practical implications

There are key implications for many parties involved in the creation and assessment of marketing knowledge. In particular, scholars would be well advised to consider notions of quality in relation to their own work, rather than rely unquestioningly on existing definitions. Policy makers and research managers (e.g. business school deans) also need to consider what quality in academic research really is, and how to appropriately direct and reward it.

Originality/value

The paper provides another perspective on the well‐established debate regarding quality, and thus it is hoped will stimulate further thinking.

Citation

Lee, N. (2011), "Reflections on assessing academic quality in marketing, and the UK REF", European Journal of Marketing, Vol. 45 No. 4, pp. 477-483. https://doi.org/10.1108/03090561111111299