A new vision for the journal

A new vision for the journal
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  E D I T O R I A L   A NEW VISION FOR THE JOURNALOF INTERACTIVE MARKETING RUSSELL S. WINER is the William Joyce Professor of Marketing at theStern School of Business, NewYork University, New York; e-mail:rwiner@stern.nyu.eduVENKATESH SHANKAR is theRalph J. Tyser Fellow and anassociate professor of marketingand entrepreneurship at the R. H.Smith School of Business,University of Maryland; R u s s e l l S . W i n e r V e n k a t e s h S h a n k a r  f This is our first editorial together as co-editors of the  Journal of  Interactive Marketing   (JIM) and it is our distinct pleasure to providethis. At the outset, we want to thank the outgoing editor, JohnDeighton, for his invaluable contribution in transforming the erstwhile  Journal of Direct Marketing   to the broader, more vibrant   Journal of Interactive Marketing   asit exists today. John Deighton and Rashi Glazer’s (the founding editors’) visionfor JIM and its implementation have enabled us to get this far. We are at an interesting moment in the history of interactive marketing.The world economy, driven primarily by developments in the United States,is trying to make a slow recovery from the dot-com bust, technology disen-chantment, heightened privacy fears, and terrorism threats, among otherimpediments. These developments have important implications for inter-active marketing. Many information technology firms may have failed, but Internet usage continues to grow and reshape interactive marketing. Direct mailing took a beating following the anthrax terror scare, but the turn of events has made direct marketers turn to more creative and efficient ways tomarket to their target customers. Direct and interactive marketers increas-ingly look toward leading edge ideas, theories, concepts, and practices intheir field. The purpose of the  Journal of Interactive Marketing   is to fulfillthese needs. © 2003 Wiley Periodicals, Inc. andDirect Marketing Educational Foundation, Inc. f  JOURNAL OF INTERACTIVE MARKETINGVOLUME 17 / NUMBER 1 / WINTER 2003Published online in Wiley InterScience ( 10.1002/dir.10049 2  NEW VISION  We have a new vision for the  Journal of Inter- active Marketing  . Our vision is to be a premieracademic journal with high managerial rele- vance in the area of interactive marketing. We want JIM to be a thought leader and catalyst forshaping ideas and issues associated with elec-tronic, interactive, and direct marketing envi-ronments. We would like to continually im-prove the quality of papers published and raisethe awareness and visibility of the journal. We plan to publish leading edge ideas, meth-odologies, and insights in the area of interactivemarketing. The papers should be managerially important and should have the potential to im-pact managerial thinking and practice in thisarea. We wish to increase penetration and im-pact among the core managerial audience of direct marketers and expand readership toother electronic marketing and systems profes-sionals. NEW EDITORIAL BOARD To achieve the vision, we have several initiativesunder way or planned. We have a new editorialreview board in place. We would like to thankthe outgoing members of the editorial review board for their contribution. The new editorialboard is larger, broader, and more diverse, re-flecting the growth and maturity of the field. It retains a number of members who were on theprevious board, but has several new members.Our editorial board now has experts in meth-odologies such as hierarchical Bayesian analysisand in the related field of information systems.It is our pleasure to welcome the following new editorial board members: Andrew Ainslie, RuthBolton, Imran Currim, Marnik Dekimpe, SunilGupta, Gerald Ha¨ubl, Krithi Kalyanam, PraveenKopalle, V. Kumar, Alan Montgomery, ParsuParasuraman, Brian Ratchford, Samba Sam-bamurthy, Miklos Sarvary, Berend Wierenga,and John Zhang. THE REVIEW PROCESS How will the new review process be conducted? We plan to have a fast, decisive, and fair process.Our goal is to have a 60-day review cycle foreach manuscript with a decision at the end of the second round of reviews. We classify thedecisions as Accept, Minor Revision, Major Re- vision, and Reject (Ratchford, 1998). Although we look favorably toward empirical manuscripts, we are open to theoretical papers with richinsights.To expedite reviewing and dissemination of research, we will have the review process imple-mented through e-mail. We ask that authorssubmit their manuscripts by email in the formof Word (97 or 2000) or *.pdf documents to themanaging editor, Barbara Hruska ( All reviews will be communicatedthrough e-mail and the authors informedthrough e-mail. OTHER INITIATIVES  We plan to raise awareness among deans, de-partment chairs, research center heads, andother influential persons in business schoolsand related departments in universities, to com-municate the quality image of the  Journal of  Interactive Marketing  , and to make best efforts toget JIM included as a desirable journal of pub-lication for tenure and promotion purposes.This would give more scholars the incentive tonot only work more in the area, but also direct their high-quality research outputs to JIM. We also want to raise awareness, visibility, andreputation through selective special issues andspecial interest conferences. We will seek andactively promote special issues on managerially important topics that can benefit from aca-demic research. We plan to hold special interest  E D I T O R I A L ( C O N T I N U E D )  JOURNAL OF INTERACTIVE MARKETING  ●  VOLUME 17 / NUMBER 1 / WINTER 2003 3  conferences with institutions and centers suchas INFORMS, eBusiness@MIT center, eBRC at Pennsylvania State University, e-Service Center,University of Maryland, and eLabs at Vanderbilt University. We also plan to have special sessionsat flagship marketing conferences such as theMarketing Science Conference and the Associ-ation of Consumer Research Conference. We plan to do a citation analysis of   Journal of  Interactive Marketing   over the next few years toassess the impact of the journal on further re-search work. AREAS OF FOCUS  We will continue to more actively solicit manu-scripts in areas such as direct mail, database,direct response marketing, e-business strategy,online branding, online customer satisfactionand loyalty, customer relationship management (CRM), online trust, customer privacy, onlinebrowsing/buying behavior, online pricing andauctions, shop bots and agents, B2B direct mar-keting, mobile business, call center manage-ment, customer segmentation, network effectsand markets, and interactive marketing organi-zation. In particular, we would like to empha-size a few key areas such as (1) interdisciplinary  work, (2) papers with multi-method approach,(3) global issues in interactive marketing, and(4) multi-channel interactive marketing ap-proaches.In terms of methodologies, JIM is open to a variety of methodologies including empiricalmethods, analytical modeling, experimentalmethods, and ethnography, consistent withother leading marketing journals (Winer,1998). The key requirements are managerialrelevance, important insights, and potential toimpact managerial thinking and practice. Thereadership of JIM demands that the paper hassome empirical content. We will continue to have the marketplaceand the case study sections as important com-ponents of the journal. We will also have asection comprising an executive summary of thearticles that will serve as a gateway to a widermanagerial audience. This section will be editedby Dave Shepard. We would also welcome short papers or research notes that propose new methodologies for solving key managerial prob-lems.In conclusion, we have a new vision of JIMbeing a premier academic journal with highmanagerial relevance in the area of interactivemarketing. We want JIM to be a thought leaderand catalyst for shaping ideas and issues associ-ated with the emerging electronic, interactive,and direct marketing environments. To achievethis vision, we have several initiatives, includinga new editorial board, a faster (electronic) andmore decisive review process, and several other visibility and quality enhancing measures. Welook forward to working with the authors, re- viewers, and readers and see the vision realized. REFERENCES Ratchford, B. (1998). Editorial. Marketing Science, 17(1), 1–3. Winer, R. S. (1998). From the Editor. Journal of Mar-keting Research, 35 (February), iii–-v. E D I T O R I A L ( C O N T I N U E D )  JOURNAL OF INTERACTIVE MARKETING  ●  VOLUME 17 / NUMBER 1 / WINTER 2003 4
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