Article ID: | iaor20061177 |
Country: | United States |
Volume: | 24 |
Issue: | 4 |
Start Page Number: | 585 |
End Page Number: | 594 |
Publication Date: | Sep 2005 |
Journal: | Marketing Science |
Authors: | Verhoef Peter C., Stremersch Stefan |
Keywords: | research |
Marketing scholars have reflected upon the marketing discipline's internal evolution before. However, no prior study has assessed the globalization of authorship in our discipline, let alone assessed its consequences for the field. This paper addresses the following two questions: (1) is there evidence of increasing globalization of authorship in the marketing discipline? (2) If so, does it help or hinder the field? Our work shows empirically how the globalization of our discipline evolved, how US dominance is fading, and which countries experienced a rise in productivity of their affiliate and native scholars. Globalization hinders the field, because it has a negative effect on the impact of several major journals (most importantly, the