Empirical Regularity in Academic Research Productivity Patterns in Marketing

D Talukdar, Vijay Hariharan, C Boo

Research output: Contribution to journalArticleAcademicpeer-review

6 Citations (Scopus)


In any academic discipline, published articles in respective journals represent ¿production units¿ of scientific knowledge, and bibliometric distributions reflect the patterns in such productivity across authors or ¿producers¿. We use a comprehensive data set from 11 leading marketing journals to examine if there exists any empirical regularity in the patterns of research productivity in the marketing literature. Our results present strong evidence that there indeed exists a distinct empirical regularity. It is the so called Generalized Lotka¿s Law of scientific productivity pattern: the number of authors publishing n papers is about 1/n^c of those publishing one paper. We find that the value of the exponent c is equal to 2.05 for the overall bibliometric data across the leading marketing journals. For the journals individually, we find that the best fitted values of c range from 2.15 to 2.83, with lower values indicating higher author concentrations. We also shed insights into factors that influence variation in author concentration levels across journals and over time. Our findings indicate that the productivity pattern and the phenomenon of ¿success breeds success¿ for scholarly publications in the marketing area are quite comparable to those in the economics and finance areas. We discuss the general implications of our findings.
Original languageEnglish
Article number7
Pages (from-to)248-257
Number of pages10
JournalInternational Journal of Research in Marketing
Issue number3
Publication statusPublished - 2011

Research programs

  • ESE - MKT


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