ABSTRACT

This article (1) explores the nature and origins of “high impact” (i.e., highly cited) articles in marketing, (2) argues that a major factor is that highly cited articles frequently are the result of their authors’ executing time-consuming, research programs, rather than simply working on individual articles that appear to be immediately publishable, (3) develops a “six-stage model” of programmatic research, and (4) illustrates the six-stage model by means of the author’s “marketing theory” research program.

中文翻译：

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市场营销中有影响力的研究的性质和起源

摘要

本文（1）探讨了营销中“高影响力”（即被高引用）文章的性质和来源，（2）认为一个主要因素是，高引用度的文章经常是其作者执行耗时的结果，而不是简单地研究似乎可以立即发表的文章，（3）建立程序化研究的“六阶段模型”，并且（4）通过作者的“营销”来说明六阶段模型理论”研究计划。