In Search of Diversity: The Record of Major Marketing Journals

Abstract

The authors analyze the publications of four major marketing journals on the basis of their diversity relative to each other, against their mission statements, and over time. One important finding is that the journals that make no claim to diversity tend to be quite diverse, while the one that strives to be diverse does not seem to achieve its goal. A second major finding is that each of the four journals has a distinct character that is not necessarily the one intended by its mission or its editors. A third major finding is that these patterns are generally stable over time and tend to persist even in the face of efforts and pleas by its editors for change.