What makes a good article? Generating an insightful manuscript

Abstract

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.

Citation

Lee, N. and Greenley, G. (2009), "What makes a good article? Generating an insightful manuscript", European Journal of Marketing, Vol. 43 No. 5/6, pp. 577-582. https://doi.org/10.1108/03090560910946936