Assessing and enhancing the impact potential of marketing articles

Abstract Although the impact of marketing is a recognized priority, current academic practices do not fully support this goal. A research manuscript’s likely influence difficult to evaluate prior publication, and audiences differ in their understandings what “impact” means. This article develops set criteria for assessing enhancing publication’s potential. An argued have greater if it changes many stakeholders’ or behaviors on relevant matter; makes its message accessible by offering simple clear findings translating them into actionable implications. These drivers are operationalized as checklist authors, reviewers, supervisors who wish enhance potential impact. invites scholars further develop promote these participate establishing evaluation an institutionalized practice within academia.