What makes a good article? Generating an insightful manuscript

Nicholas Lee, Gordon Greenley

Research output: Contribution to journalEditorialpeer-review


Purpose – The purpose of this editorial is to provide guidance to EJM authors about the structure and presentation of manuscripts that are likely to be insightful and that will probably provide contributions to knowledge.
Design/methodology/approach – The approach is editorial advice based on the Editors' experience of receiving circa 500 manuscripts during their first year as Joint Editors of EJM, but which is also consistent with guidance in other leading journals.
Findings – Guidance is provided for authors when preparing and revising their manuscripts, which is also a basis for further discussion and exchange concerning the effectiveness of communicating research outcomes.
Research limitations/implications – The guidance is based on the views of the EJM Joint Editors, although it is consistent with other leading journals.
Practical implications – Hopefully, authors will find the guidance helpful, although the editors emphasise that it is guidance and not a strict prescription that must be obeyed.
Originality/value – Hopefully, the editorial provides more “food for thought” for authors.
Original languageEnglish
Pages (from-to)577-582
Number of pages6
JournalEuropean Journal of Marketing
Issue number5-6
Publication statusPublished - 2009


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