A philosophy of reviewing: taking cues from Henry James

Deskripsi

Novels and literary criticism seem remote from marketing research and the scholarly review process. However, a closer look reveals that these realms operate in parallel: they are both demanding, creative enterprises requiring high levels of skill and considerable insight into the subject matter. This commentary describes a philosophy of reviewing marketing research articles that connects the seemingly disparate worlds of fiction and marketing research. The approach, based on respect, generosity, and balance, takes cues from Henry James, and has evolved from personal experiences both in reviewing and receiving reviews.Printed Journal