Chapter 1: The contribution continuum revisited
Daniel M. Ladik and David W. Stewart
Category:
Monograph Chapter
Published:
08 Nov 2019
Page Range:
4–16
Collection:
Business 2019
DOI:
https://doi.org/10.4337/9781788113700.00010
Full access

The (most) common mistake is not to “tell a story,” but only assemble different related parts. “Telling a good story” means to critically analyze what has been done before and demonstrate convincingly why something is changing. A significant contribution to knowledge does not happen in isolation and needs to be contextualized to the current situation.
Cover How to Get Published in the Best Marketing Journals
How to Get Published in the Best Marketing Journals
Edited by David W. Stewart and Daniel M. Ladik
Monograph Book
Published:
08 Nov 2019
Print ISBN:
9781788113694
eISBN:
9781788113700
DOI:
https://doi.org/10.4337/9781788113700
Pages:
c 256
Collection:
Business 2019
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