A Journal-Neutral Ratio for Marketing Faculty Scholarship Assessment

Abstract

This article proposes a journal-neutral Publication to Citation Ratio (PCR) to complement qualitative methods to evaluate a marketing educator’s scholarship for reappointment, promotion, tenure, and post-tenure review (RPTP) decisions. We empirically establish a minimum time period to evaluate scholarship data, then benchmark publication and citation counts from a sample of 270 marketing educators. The purpose is to equally represent the academic ranks and business school emphasis (teaching to research intensive) to describe “how much scholarship is good enough.” Discussion includes significant findings useful for RPTP decisions.