Exploitation Tradeoff and Efficiency in Knowledge Production--论文代写范文

在每一个共同领域的发展做出了贡献,通过支持和培育新领域和方法。学者更专业地选择评审团队并做出最后的决定。下面的essay代写范文进行论述。

Abstract
  Marketing Science is in a very healthy state as the premier journal for quantitative research in marketing. Since its inception, it has led the way in bringing novel and innovative methodologies and expanding into new substantive areas of inquiry. The journal is now at the cusp of its next stage of creativity and innovation. I outline new research possibilities due to big data, behavioral field studies, and managerial interest in substantive areas such as health, sustainability, emerging markets, innovation, and entrepreneurship. As quantitative marketing’s leading journal, Marketing Science should aid the field in the efficient production of in-depth, valid, current, and relevant knowledge across the breadth of the discipline. To this end, I will actively manage incentives for exploitation and deepening of existing competencies in established areas while supporting exploration and broadening into newer, riskier topics at Marketing Science. To increase the field’s overall efficiency of knowledge production, I suggest a lexicographic approach to reviewing where the incremental contribution threshold is primary and demands on quality of execution be driven by what is needed for proving the validity of the incremental contribution claims.

 Introduction 
  Over the last 35 years, Marketing Science has established itself as the premier journal for quantitative research in marketing. We owe an incredible amount of gratitude to the founding fathers of the journal for their vision and each of the eight past Editors-in-Chief (EiCs)—Don Morrison, Subrata Sen, John Hauser, Rick Staelin, Brian Ratchford, Steve Shugan, Eric Bradlow, and Preyas Desai—for their efforts in raising Marketing Science to its current preeminent position. Each of the EiCs has contributed to the development of the field and the journal by supporting and nurturing new areas and methods during their period of stewardship. In particular, I would like to recognize the outstanding efforts of my immediate predecessor, Preyas Desai. 

  As a field, we owe Preyas our sincere thanks for his selfless, tireless, and effective stewardship of the journal over the last five years. I am also personally grateful for his generosity of time and effort in helping me with the transition. In his unique way, Preyas nudged, persuaded, and seamlessly made big changes at the journal including the transition to a Senior Editor (SE) structure, described in Desai et al. (2014) and the introduction of a code replication and data disclosure policy described in Desai (2013). I will continue with the SE structure and the code and data policy. The SE structure helps authors and the journal, because scholars with greater expertise select review teams and make final decisions. The manageable workload allows editors to provide greater attention for each paper, and the time to discover and support high risk-high payoff papers. Beyond the immediate improvement in decision quality, the moderate workload also increases the pool of researchactive scholars who are willing to serve as SEs and EiC, and that is important for the long-term health of the journal. 

  The replication and disclosure policy first initiated by Marketing Science had immediate spillover effects in catalyzing similar policies at our sister journals. Beyond its immediate and important quality assurance role, the policy will have even greater long-term impact as a skill and knowledge diffusion accelerator by significantly reducing barriers to entry for new scholars both within and outside the United States. The new SE team (in alphabetical order) consists of Yuxin Chen, Avi Goldfarb, Ganesh Iyer, and Peter Rossi. As EiC, I will also act as one of the SEs. All submitted papers initially come to me, and I will assign it to the appropriate SE based on author request and paper fit. The SE will select the associate editor (AE) and two reviewers (with AE input). 

  The SEs and I will ensure a timely, efficient, and high quality review process. The review process at Marketing Science is by and large timely and efficient with a reputation for quality feedback; so we build on a solid foundation. We will avoid endless rounds of reviewing and generally terminate the review process for papers that do not appear to converge after two major rounds of review. In this editorial, I describe my strategic vision for Marketing Science and how it will guide my editorial policy. As quantitative marketing’s leading journal, I believe the overarching mission of Marketing Science should be to aid in the efficient production of researchbased knowledge across the entire breadth of the discipline. The knowledge production needs to be adaptive to changes in marketing practice and the external marketing environment. This strategic goal will guide two key elements of my editorial policy. 

  First, I will provide an environment that supports deeper work exploiting the field’s already strong competencies in established areas, while simultaneously encouraging exploration of new and evolving areas of inquiry that keeps the field fertile, adaptive, and current. Second, to ensure that the field is efficient in its production of new knowledge—be it exploitative or exploratory—I suggest a lexicographic approach to reviewing, where papers are first assessed for a threshold level of potential incremental contribution, and conditional on crossing the threshold, the journal will demand only the minimal level of execution quality that validates the incremental contribution claim of the paper. I will explain why the lexicographic approach is efficient for the field. The editorial is organized as follows. Section 2 offers my assessment of the current state of Marketing Science. Section 3 is the bulk of the editorial, in which I explain my strategic vision for the journal and the principles that will guide my editorial policy. Section 4 concludes.

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