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A Cohort Analysis of Marketing Scholarship

Charles S. Gulas et al.

Journal of Marketing Education2026https://doi.org/10.1177/02734753261428982article
AJG 2ABDC B
Weight
0.50

Abstract

This study investigates the scholarly impact of marketing faculty across career stages. We examine citation counts and research metrics of attendees of the AMA Sheth Foundation Doctoral Consortium over a 22-year span. We find that students completing their degrees at highly-ranked PhD programs outperform peers early in their careers, but this advantage fades over time. We introduce the “Grand Slam” paper—the single most-cited publication of each scholar—which is generally responsible for a large share of total career citations. It is typically produced early in a scholar’s career and often published outside of the “premier” journals. We introduce the Grand Slam Outlier Effect (GSOE) as a measurement of this phenomenon. Overall, our findings provide new tools for the evaluation of research impact and provide valuable benchmarks for faculty research assessment, institutional comparisons, and career progression, and suggest strategies for faculty members and administrators.

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https://doi.org/https://doi.org/10.1177/02734753261428982

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@article{charles2026,
  title        = {{A Cohort Analysis of Marketing Scholarship}},
  author       = {Charles S. Gulas et al.},
  journal      = {Journal of Marketing Education},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/02734753261428982},
}

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A Cohort Analysis of Marketing Scholarship

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.