Title: Myopia- and blinkers-syndromes in academic journals in the marketing discipline – is it academic imperialism?

Authors: G. Svensson

Addresses: Oslo School of Management, PB 1195 Sentrum, 0107 Oslo, Norway

Abstract: Academic journals in marketing have today become important to the scholarly communities worldwide and discussions on these journals have been commonplace in marketing literature for a considerable number of years. The actual content is often omitted when academic journals in the marketing discipline are discussed in literature and elsewhere in academia. Therefore, the objective of this paper is to discuss the content of top academic journals in the marketing discipline. The illustrative and underlying samples used as a frame of reference in the approach undertaken are restricted to six academic journals in marketing, which were selected to represent the |top| publication outlets in the marketing discipline. Furthermore, the concepts of myopia- and blinker-syndromes are introduced and challenging concerns and reflections are raised. The structure and interfaces of top academic journals in the marketing discipline are also discussed. Debatable questions and answers are provided.

Keywords: marketing journals; academic journals; myopia; blinkers; academic imperialism; marketing literature; journal content; academic papers.

DOI: 10.1504/IJECRM.2009.024485

International Journal of Electronic Customer Relationship Management, 2009 Vol.3 No.1, pp.1 - 17

Published online: 07 Apr 2009 *

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