In search of diversity: The record of major marketing journals

The authors analyze the publications of four major marketing journals on th e basis of their diversity relative to each other, against their mission st atements, and over time. One important finding is that the journals that ma ke no claim to diversity tend to be quite diverse, while the one that striv es to be diverse does not seem to achieve its goal. A second major finding is that each of the four journals has a distinct character that is not nece ssarily the one intended by its mission or its editors. A third major findi ng is that these patterns are generally stable over time and tend to persis t even in the face of efforts and pleas by its editors for change.