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ERIC Number: EJ903073
Record Type: Journal
Publication Date: 2010-Dec
Pages: 14
Abstractor: As Provided
Reference Count: 33
ISSN: ISSN-0273-4753
In Search of Eminence: A Personal Brand-Building Perspective on the Achievement of Scholarly Prominence in Marketing
Noble, Charles H.; Bentley, John P.; Campbell, David; Singh, Jatinder J.
Journal of Marketing Education, v32 n3 p314-327 Dec 2010
In marketing, as in many other academic disciplines, new scholars are often taught a simple formula for the achievement of professional success: the single-minded pursuit of "A"-level journal publications. Although the goal of producing high-quality research that is ultimately published in top level journals is certainly worthwhile, the attainment of true prominence or "eminence" in the discipline may draw on a more complex formula. Anecdotal evidence suggests that the most prolific scholars may not always be the most eminent. Taking a personal brand-building perspective, this study examines a wide range of factors that may influence the attainment of scholarly eminence in the marketing discipline. Using a sample of 297 marketing academicians, this study finds that although a raw volume of publications influences eminence, publishing top-tier publications is even more significant. Perhaps most interestingly, this work highlights several different professional paths that can lead to scholarly eminence, including a tradeoff between publishing sole-authored pieces and "A"-level volume, and the eminence-enhancing effects of various professional activities. These findings suggest that a single-minded model of the path to scholarly eminence is supported but not necessarily complete. (Contains 6 tables and 8 notes.)
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A