Chair of Technology and Innovation Management

Publication ranked among Top 10 Marketing Articles

Publication by Prof. Ernst ranked among the ten most relevant academic marketing articles to marketing practice

In the forthcoming article “R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles” by Kamel Jedidi, Bernd H. Schmitt, Malek Ben Sliman, and Yanyan Li in the Journal of Marketing, the authors identify and rank the publication “Sales, Marketing, and Research-and-Development Cooperation across New Product Development Stages: Implications for Success” by Holger Ernst, Wayne D. Hoyer, and Carsten Rübsaamen (Journal of Marketing, 2010, Vol. 74(5), pp. 80-92) among the ten most relevant academic marketing articles to marketing practice.

The Relevance to Marketing (R2M) Index measures the topical and timely relevance of an academic article to marketing practice. According to Jedidi et al. (Journal of Marketing, forthcoming), the R2M Index is an easy-to-use objective measure, which is robust and has been validated against several measures of topical and timely relevance. The authors developed the R2M Index by using text-mining techniques on a set of 50,000 marketing articles published in practitioner journals between 1982 and 2019. After that, the R2M Index was applied on 4,229 academic articles randomly sampled from the Journal of Marketing, Marketing Science, Journal of Marketing Research, and Journal of Consumer Research over 34 years from 1982 to 2015 (representing 77% of total articles published in these journals during that timeframe). The overall mean R2M score is .63 and articles in the Journal of Marketing have the highest mean R2M score (.85) of the four marketing journals. The article by Ernst, Hoyer and Rübsaamen (Journal of Marketing, 2010, Vol. 74(5), pp. 80-92) receives a score of 1.78 and is listed among the ten most relevant academic articles in marketing. 

To access the article “R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles” by Jedidi et al. (Journal of Marketing, forthcoming), please click here.

To access the article “Sales, Marketing, and Research-and-Development Cooperation across New Product Development Stages: Implications for Success”, Journal of Marketing, 2010, Vol. 74(5), pp. 80-92 by Ernst, Hoyer and Rübsaamen, please click here.