Scholarly marketing publication: the American advantage?

Purpose - The purpose of this paper is to explore how much one's academic development and environment influence the way one performs, evaluates, writes and tries to publish basic, scholarly marketing research. Design/methodology/approach - A sample of results from initial journal submissions is used to empirically examine the potential reasons for rejection and the size and strength of main effects and interactions comprising the author's country of origin and the reviewer's country of origin. Findings - The findings, taken together, suggest a small but statistically significant advantage to US authors in avoiding rejection. This advantage is attributable to a relative superiority in expressing ideas in the English language and a better ability to logically develop theory. There is little evidence that suggests the advantage is due to a substantially more quantitative approach than that of others. Originality/value - The paper examines results of the review process from an actual sample of submitted papers and specifically addresses issues related to the "American" paradigm of marketing research.