Asia Pacific Journal of Marketing
Vol. 18 No. 1, 2006
# Emerald Group Publishing Limited
Publishing in socially oriented
journals – the state of play in Asia
Michael Jay Polonsky
Melbourne Airport Chair, Marketing School of Hospitality, Tourism and
Marketing Victoria University, Melbourne, Australia
John D. Mittelstaedt
Associate Professor of Marketing, Department of Marketing, College of
Business and Behavioral Science, Clemson University, Clemson,
South Carolina, USA
Purpose – This paper seeks to examine institutional publishing in six socially oriented marketing
journals generally and then to explore the performance within Asian institutions and those within
Australia and New Zealand, in detail.
Design/methodology/approach – Authorships of Journal of Macromarketing, Journal of Public
Policy and Marketing, Journal of Consumer Affairs, Journal of Non-Profit and Public Sector
Marketing, International Journal of Non-Profit and Voluntary Sector Marketing, and Social Marketing
Quarterly, from 1999-2003, were tracked by institution and nationality of school. Results are reported
for both number of authors and per cent of authorship.
Findings – There is a dominance of publishing by North American academics within the social area.
Asian academics appear to be generally under-represented, based on the region’s size, although
scholars in Australia and New Zealand perform relatively better than one might anticipate.
Research limitations/implications – A review of socially oriented publishing performance by
institutions in Asia identifies that socially oriented research appears to be a focus in Australia and
New Zealand across a range of institutions, but occurs less frequently in other Asian countries.
Practical implications – Results are useful for understanding the role of socially oriented research
among scholars in Asia and the Pacific. While Australia and New Zealand have made marks in
socially oriented research, it appears to be a potential growth area for marketing scholars in Asia and
Originality/value – This is the first paper to examine the role of geography in publishing among
those interested in social issues in marketing.
Keywords Social marketing, Publishing, Marketing, Asia-Pacific, Australia, New Zealand
Paper type Research paper
There has been an increased interest in the publishing performance of marketing
academics generally (Bakir et al., 2000; Helm et al., 2003) and within given regions of
the world, including Asia (Cheng et al., 2003) and the UK (Easton and Easton, 2003). In
addition there have also been interest in examining publishing performance within
marketing sub-disciplines such as advertising (Henthorne et al., 1998), logistics (Hanna
and Latour, 2002), industrial marketing (Ford et al., 2001) and sales (Moncrief et al.,
2000). One rationale for exploring sub-disciplines is that there is a recognition that
one’s academic interest impacts on what is viewed to count or be important when
evaluating research (Theoharakis and Hirst, 2002). However, it is less clear how
performance in sub-disciplines is necessarily viewed as compared to some generalised
view of marketing publishing performance. For example educational issues in
marketing, even within leading journals are seen to be less valuable by others not
involved in the marketing education area (Straughan and Albers-Miller, 2000). There is
even less examination of regional performance within sub-disciplines.
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