Publishing on publishing: streams in the literature

Purpose – The purpose of this paper is to propose and examine streams in the literature related to academic publishing, with a focus on works in marketing. The content of the works within each theme are then explored to identify what issues have been examined and their implications. Design/methodology/approach – The paper is a literature review, drawing on 30 years of research on academic publishing in marketing. The review is designed to cover the underlying issues examined, but is not designed to be comprehensive in terms of all the works exploring each stream of research. Findings – There are five main streams in the literature focusing on: rankings; theory and knowledge development; how to publish;, criticisms of publishing; and other issues. Within each stream, a number of sub‐areas are explored. The works tend to be fragmented and there is generally limited in‐depth qualitative research within streams exploring the underlying assumptions on which publishing is based. Research limitations/implications – The focus of the research is on the streams of works, rather than the findings within each stream and future research could explore each of these streams and sub‐streams in more detail. Generally, the works appear to becoming increasingly sophisticated in terms of their analysis, which is only possible with the new technologies available. New metrics proposed in the literature that can be used to better understand publishing and additional qualitative research exploring some of the basic assumptions could also be explored. Practical implications – The research suggests that some streams with regard to academic publishing may have reached saturation and future publishing in these areas will need to be innovative in its approach and analysis, if these works are to be published. Originality/value – This paper is the first attempt to develop streams within the literature on academic publishing in marketing and thus draws together a diverse cross‐section of works. It provides suggestions for directions for future research in the various streams.