Editorial
Journal of Public Policy & Marketing
Journal of Public Policy & Marketing:
A Strategic Vision for Rigor, Relevance,
and Inclusivity
Kelly D. Martin and Maura L. Scott
We are thankful to serve as Coeditors in Chief for the Journal
of Public Policy & Marketing (JPP&M), a journal with an
important legacy and wide-reaching impact based on the tire-
less work and solid foundation of the previous editors: Tom
Kinnear, Pat Murphy, Michael Mazis, Debbie Scammon, Craig
Andrews, Joel Cohen, Ron Hill, Dave Stewart, Scot Burton,
Pam Scholder Ellen, and Josh Weiner. We are tremendously
grateful for the support we have received from the most recent
editor team and from many of the past editors as we move into
this editorial role. Building on this foundation, we embark on
the implementation of our strategic vision for JPP&M, which
we describe as Marketing and Public Policy Impact Through
Rigor, Relevance, and Inclusivity.
This vision is informed by our own experiences with
JPP&M, as authors, reviewers, associate editors, and guest
editors. We both share a deep appreciation for this Journal’s
aims and scope and strongly believe it is a natural home for
topics that “make a difference.” In our conversations with other
scholars about the Journal, it is clear that JPP&M occupies a
special place in the academic publishing hearts of scholars
around the world. This affinity is solidly grounded in the Jour-
nal’s history (for an overview of JPP&M’s early history, see
Sprott and Miyazaki [2003]) and also derives from JPP&M’s
historic focus on issues at marketing’s interface with society
(Wilkie and Moore 2003, 2011). Indeed, although marketing
scholarship has become increasingly narrow in some ways,
JPP&M has maintained its connection to the big picture by
publishing marketing research that offers policy, ethics, well-
being, and societal implications. This deliberately broad focus
not only allows JPP&M to serve as an umbrella for varied
marketing research but also provides us a natural platform
through which to welcome new and diverse scholarship to the
Journal.
We believe that the turbulent reality in which we live makes
the need for the type of research JPP&M publishes more crit-
ical than ever. Even before the onset of the COVID-19 out-
break, we were living in a time characterized by a dynamically
shifting marketing and societal landscape. Political, regulatory,
and market-based institutions are beset by unprecedented
2021, Vol. 40(1) 1-6
ª American Marketing Association 2020
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volatility and unpredictability. So too, can today’s consumers
be seen as at once more empowered and yet more vulnerable
than ever. On all these fronts, JPP&M embraces scholarly
contributions that are rigorous, relevant, and inclusive. We
welcome your best work on these topics.
In the sections that follow, we provide greater detail on our
vision for the Journal. We begin with a brief overview of
JPP&M’s proud history. Herein, we acknowledge the Jour-
nal’s strong foundation and document its evolution. We then
transition to our vision for the Journal, which is inspired by the
past but is forward-looking in nature. We outline what we view
to be pressing strategic opportunities for the Journal, but also
more broadly for our field, as examined through the lens of our
Marketing and Public Policy (MPP) community. Next, we
expand on what it means for research to be rigorous, relevant,
and inclusive. We conclude with thoughts for the future as we
embark on our editorial term.
Celebrating Our History
Over nearly four decades, JPP&M has been a beacon for
research that promotes the greater good at the intersection of
marketing, public policy, and consumer, societal, as well as
environmental well-being. The Journal has the distinct posi-
tioning of having a wide readership that includes not only
scholars but policy makers, consumer advocates, managers,
and individual consumers. One of the Journal’s focal strengths
is that it has a distinguished identity and is positioned squarely
within a well-identified conceptual space. We believe (sup-
ported by the analysis of Wilkie and Moore [2003]) that
JPP&M is the premier journal for marketing scholars who do
research in public policy, individual and societal well-being,
and contemporary social issues, reflected not only in the
Kelly D. Martin is Professor of Marketing and Dean’s Distinguished Research
Fellow, Colorado State University, USA (email: kelly.martin@colostate.edu).
Maura L. Scott is Professor of Marketing, Madeline Duncan Rolland Professor
of Business Administration, Florida State University, USA (email: maura.
scott@fsu.edu).
2 Journal of Public Policy & Marketing 40(1)
regular articles but also recent special issues (e.g., politics, food
and health, diversity, the environment).
Recently, thanks to the hard work of previous editors and
with the support of the American Marketing Association
(AMA), JPP&M has expanded to four issues per year (see
Wiener, Ellen, and Burton 2019). The ability to accommodate
this growth reflects the Journal’s scope and reach. The
expanded impact of JPP&M is also evidenced in impact
metrics such as AltMetric. For example, the recent JPP&M
special issue on Food and Well-Being (Scott and Vallen
2019) garnered significant media interest and had a cumulative
AltMetric score of 196 for the issue. This metric provides
evidence that the special issue content was read, shared, and
discussed across a variety of media outlets. We are particularly
proud that JPP&M is read by those with direct influence over
public policy. Policy makers seek out research in the Journal,
and more importantly, this research is used in decision-making
contexts of great relevance.
Another strength of JPP&M is that it has a core community
of scholars who are highly committed to the Journal and who
bring a great deal of institutional history along with the Jour-
nal. The MPP community, which helped establish JPP&M, has
a history of strong connections to public policy agencies in the
United States. Our focal disciplinary conference, the AMA
Marketing & Public Policy Conference (MPPC), held bien-
nially in Washington, D.C., provides a clear example of our
strong ties to influential agencies. In addition, several commu-
nity members have had extended visiting professorships at
agencies such as the U.S. Federal Trade Commission, and this
has informed the research published in the Journal (e.g.,
Andrews 2014; Wiener 2014; Wilkie 2014). Moreover,
JPP&M has a strategic connection to other key conferences
in our field, including the AMA conferences, the Transforma-
tive Consumer Research Conference (TCR), and the Frontiers
in Service Conference. The MPP community provides a vital
lens to help enrich the creation of scholarly knowledge by
leveraging not only rigorous conceptual and empirical building
blocks but also policy expertise from government agencies and
legal perspectives.
Furthermore, JPP&M boasts influential research authored
by an impressive array of marketing thought leaders. Over the
years, some of the most prominent scholars in the marketing
discipline have published their research in JPP&M, and this
sets an example for junior scholars as they determine where to
send their best work for potential publication. In recent years,
JPP&M has drawn authors and readers from the more tradi-
tional consumer behavior (Association for Consumer Research
and Consumer Culture Theory) communities through its con-
nection to the TCR movement. Multiple Thomas C. Kinnear
Award–winning articles have stemmed from the TCR research
community. JPP&M also welcomes new scholars through
workshops and topical immersion connected to special issues.
For example, the upcoming “Pharmaceuticals in Marketing”
special issue guest editors created a novel workshop platform
around this topic, drawing interest from marketing scholars,
public policy makers from the U.S. Food and Drug Adminis-
tration, and pharmaceutical industry representatives.
Opportunities for the Future
As we build on JPP&M’s many strengths, we have identified
strategic opportunities to further increase the stature and impact
of the Journal. We believe that JPP&M will continue to be the
go-to journal for topics that make a difference in the world. The
phrase “make a difference” is defined as “to be important” and
to “cause a change in effect” or to “change the nature of some-
thing” (dictionary.com). The Macmillan Dictionary defines it
as “to have an important effect on something, especially a good
effect.” Finally, Merriam-Webster defines “make a difference”
as “to do something that helps people or makes the world a
better place.” We aim to engage diverse and global policy
perspectives and encourage cross-disciplinary collaborations
while continuing to heighten our standards of conceptual and
empirical rigor in the work published in JPP&M. With this in
mind, we advance our strategic vision, highlighting a set of
initiatives that we believe will help the Journal realize its
important potential and continue to make a difference. Pillars
of our strategic plan are as follows:
 Expanding awareness of JPP&M as the go-to journal for
topics that make a difference in the world, particularly at
the intersection of marketing, policy, and consumer,
societal, and environmental well-being;
 Increasing impact by engaging diverse and global policy
perspectives;
 Encouraging business relevance and cross-disciplinary
collaboration; and
 Heightening policy relevance through a variety of mar-
keting lenses.
Topics that Make a Difference
A central component of our strategic vision is to cement
JPP&M as the top-of-mind journal for scholars publishing in
areas connected to individual, societal, and environmental
well-being, as well as other topics that seek to make the world
better. Various scholarly movements are closely aligned with
JPP&M’s mission (e.g., TCR, the Responsible Research in
Business and Management [RRBM] network), and we seek
to strengthen those connections. For example, recently multiple
JPP&M articles were recognized with the inaugural AMA-
EBSCO-RRBM Responsible Research in Marketing Award,
including one of the two Distinguished Winners (see Catlin,
Pechmann, and Brass 2015).
We also recognize the need to have a timely response to
current issues facing the world. For example, in response to the
recent COVID-19 coronavirus pandemic, we have partnered
with the immediate past editors to edit a series of ten expert
commentaries that focus on a range of topics relating to the
crisis. These topics range from unpacking the healthcare chal-
lenges of essential workers (Berry and Stuart 2020) to
Martin and Scott
understanding how consumers cope with scarcity during a cri-
sis (Hamilton 2020), among others. We anticipate that these
commentaries will be a platform for future research on the
impact of the pandemic.
We also find promise in the growing evidence that millen-
nials and younger generations care more about issues that make
a difference than generations before them, such as their desire
to “help those who have a weak voice or none at all” and to
implement change through voting and activism (Case Founda-
tion 2019, p. 4). We believe emerging scholars and future
leaders of our discipline will share such a perspective, and that
this will lead to a flurry of research on topics ideally suited for
JPP&M. As editors, we aim to intentionally cultivate the next
generation of MPP leaders. We plan to continue the Journal’s
focal presence at MPPC Doctoral Consortia and Workshops.
We also intend to offer additional means to connect with young
scholars at those events, including through interactive experi-
ences on publishing and reviewing at JPP&M, and to facilitate
networking and relationship building that allow us to more
fully engage with these young leaders. We included many
emerging leaders on our Editorial Review Board (ERB) and
will work to actively seek their input for the vitality and long-
evity of the Journal. We hope that all scholars interested in
issues that make a difference will view JPP&M as a welcoming
outlet. This relationship ideally can begin early in one’s career
and continue throughout their lifetime.
Engaging Diverse Global Policy Perspectives
Much of the excellent foundational policy work in JPP&M
draws on perspectives and traditions originating in the United
States. We intend to continue this tradition, but we also seek to
expand representation of policy perspectives from outside the
United States. Fascinating policy research with substantive
marketing implications has been published in the Journal. Con-
sider, for example, the recent study by Gijsenberg and Verhoef
(2019) that aims to increase public transportation usage as
modeled from European railway data. Set in the European
Union, their research offers global implications for promoting
sustainable transportation options with the potential to alleviate
traffic and reduce carbon emissions. Likewise, the models
developed by Umashankar and Srinivasan (2013) examine how
to increase the effectiveness of social interventions in the con-
text of employing former sex workers in India. This work has
global implications for alleviating some of the most dire life
circumstances and conditions an individual can face. With
examples such as these in mind, we believe there exists an
opportunity for the Journal to grow in its global reach.
In response, as part of our global expansion goals, we have
more than doubled the number of Associate Editors and the
ERB members who reside at institutions outside the United
States; this group comprises world-renowned scholars who are
engaged in research that helps inform marketing, public policy,
and well-being. We anticipate that this will also help support
our goal of expanding awareness of JPP&M to a broader audi-
ence, while also increasing the impact of the Journal. Many
3
pressing global questions are of keen interest to a JPP&M
audience. We encourage submissions from across the world
to expand the conversation around marketing and public pol-
icy, and to make a difference on a global scale.
In addition to expanding our international reach, we believe
there also is an opportunity to increase submissions and own-
ership of the Journal and its ideas among more diverse audi-
ences. The AMA has developed strategic partnerships with
important groups focused on expanding this scholarly conver-
sation (e.g., The PhD Project); JPP&M and the public policy
community can benefit from leveraging such partnerships and
further expanding our community through broadened conver-
sation. One step toward this goal was to expand the set of
Associate Editors and ERB members to include more women
and individuals from underrepresented groups. As a result,
consistent with the immediate past editors, more than half of
the incoming Associate Editors are women, and the diversity of
the ERB has been expanded as well.
We also encourage submissions and engagement from scho-
lars with a diverse array of backgrounds, interests, and experi-
ences to include underrepresented populations. An ideal
example is reflected in recent research in JPP&M that provides
in-depth insights into the effects of neighborhood gentrification
by carefully studying racial and income disparities in these
communities (Grier and Perry 2018). We seek more of this type
of high-quality research that fosters dialogue and shared under-
standing, with clear implications for policy makers. We are
committed to increasing the impact of the Journal by providing
discourse that includes rich and meaningful perspectives such
as these. It is no surprise to us that Grier and Perry’s (2018)
article also won an inaugural AMA-EBSCO-RRBM Responsi-
ble Research in Marketing Award.
Business Relevance and Cross-Disciplinary Collaboration
We expect that the shifting nature of contemporary higher edu-
cation will make rigorous, relevant scholarly research even more
valuable and necessary. JPP&M is a natural outlet for this type
of work. In addition, business schools must increasingly make a
case for their relevance and societal impact. This has become
starkly apparent in the most recent standards from the Associa-
tion to Advance Collegiate Schools of Business (AACSB)
(2020), which call for scholarly research that prioritizes
“impactful work to better society and contribute to solving some
of society’s grand challenges” (p. 19). As university research
budgets potentially become more constrained, partnerships
between marketing departments and areas across campus such
as political science, health and nutrition, social work, and others
are likely to increase and further make JPP&M’s mission par-
ticularly relevant and salient. We welcome submissions from
scholars in marketing and beyond. In fact, we believe that
cross-disciplinary work can offer more nuanced and impactful
perspectives. One such example includes the recent special issue
on Consumer Power and Access, which was guest edited by
scholars from marketing and the U.S. Federal Trade Commis-
sion (see Fitzgerald, Bone, and Pappalardo 2020).
4 Journal of Public Policy & Marketing 40(1)

Policy Relevance Through a Variety of Marketing Lenses unique, and valuable to the marketing discipline. We note that
the editors who came before us each singled out the need for
Consistent with the vision of previous editors, we strongly
research submitted to JPP&M to possess some form of policy
believe that policy implications extend far beyond vague state-
relevance. These editors have nicely articulated what policy
ments that “government should do something” (see also
relevance means, and how authors might go about conveying
Wiener, Ellen, and Burton 2018). We seek articles that help
it in their work. When reviewing the past editorial visions for
make salient a variety of different policy implications that
the Journal, we extracted some highlights from previous edi-
marketing research can inform. For example, sometimes inter-
tors’ statements in the hopes of expressing our own commit-
esting research may demonstrate that no policy solution is
ment to maintaining JPP&M’s policy relevance.
needed in a given circumstance, but rather proper free market
First, we agree wholeheartedly with Stewart’s (2013, p. 4)
functioning can help to solve a complex problem (see Stewart
assertion that JPP&M “is not a niche journal within marketing;
2017). Likewise, many interesting global policy organizations
rather, it is a mainstream journal that is at the forefront of
might provide insights, such as the World Health Organization,
policy issues involving markets and marketing.” As such, and
the World Bank, and the International Monetary Fund.
also as noted by Stewart, an article’s connection to policy
The work of JPP&M is relevant to a variety of marketing
should be apparent immediately in its introduction and made
audiences and subdisciplines (e.g., consumer behavior, TCR,
clear and compelling throughout the manuscript. This connec-
marketing strategy, modeling, services). Therefore, another
tion can manifest through actual marketing and public policy
aspect of our expansion of the Associate Editor team and the
analysis, or through research with implications for the public
ERB was to include scholars in these areas of expertise in the
interest. As Stewart explains, “Public policy has expanded
JPP&M community. We encourage submissions from scholars
from the study of what government does to a broader focus
in these respective areas, to discuss how their research can
on matters of public interest and appropriate mechanisms,
inform marketing and public policy. That is, we believe a fruit-
whether public or private, for addressing these issues” (p. 2).
ful opportunity going forward is to help uncover policy insights
We agree and encourage authors to be guided accordingly
from these research areas. It is our opinion that by speaking to a
when determining their research fit with JPP&M.
broader and more diverse set of policy stakeholders, research
Second, although research connection to policy or the public
published in JPP&M can become even more relevant. A focus
interest should be apparent early in any submitted manuscript,
on informing policy is a key distinction of JPP&M, and we
much of the richness of these implications likely surfaces in a
therefore seek papers that clearly, specifically, and explicitly
paper’s culmination. To this end, we draw from insights of
incorporate policy implications.
Wiener, Ellen, and Burton (2018), who stipulate, “To make a
As an AMA journal, JPP&M and the MPP community are
strong, credible case, authors must work to show how a remedy
in a unique position to use policy research to heighten impact
to the problem could be successfully implemented, given the
on a variety of fronts. JPP&M can leverage the global brand
extant legal, political, and budgetary environment. Typically,
awareness and reach of both the AMA and its publishing part-
making this case will require the author to understand the key
ner, SAGE Publishing, to expand readership of, and ultimately
players (e.g., government agencies, political interest groups,
authorship in the Journal and increase active participation in
and nongovernmental organizations [NGOs]) and the potential
the MPP community. In addition, as mentioned previously, we
practical remedies available to them” (p. 1). We believe that the
have already begun to build on important partnerships, such as
opportunity to consider the immediate and ripple effects of a set
The PhD Project, to become even more inclusive of diverse
of findings for these various constituencies, and the potential
perspectives. We also envision programmatic opportunities
mechanisms available to address corresponding implications, is
that are unique to the Journal based on its position as part of
a luxury not necessarily afforded to authors when publishing in
AMA. For example, the Food and Well-Being special issue was
other journals.
based on prior work published in JPP&M (Block et al. 2011)
In summary, we are mindful of the fact that JPP&M’s
stemming from a TCR conference. The articles that were later
“authors and readers have come to expect articles that reflect
published in the special issue were also featured in two special
a wide range of public and social policy issues that have at their
sessions that were focused on generating future marketing and
core concern for the well-being of the broader society and
public policy research, and these events took place at AMA
humankind” (Hill 2011, p. 87). We hope the years of accumu-
conferences (Winter AMA 2019 and MPPC 2019). JPP&M
lated experience and wisdom of our predecessors around what
provides an excellent platform for your scholarly work to make
constitutes meaningful research at the intersection of market-
a multifaceted impact through academic conferences, a broad
ing, public policy, and the public interest will inspire authors
readership, and media exposure.
looking to JPP&M as a potential outlet, as it has inspired us.

Embracing Policy Relevance Rigor in Marketing and Public Policy Research

Informing policy is a key part of the Journal’s mission, and we Marketing and public policy research requires a multifaceted
want to emphasize its importance in our editorial vision. Offer- approach to rigor that considers conceptual, methodological,
ing policy relevance is what makes JPP&M truly special, and contextual rigor. For JPP&M, conceptual rigor involves
Martin and Scott
the development of research questions and theoretical building
blocks that are closely related to policy. An excellent example
of research offering rigorous research questions and theory is
Block et al.’s (2016) work examining the pervasive global issue
of consumer-level food waste through the “squander sequence”
process. This conceptual piece underscores systematic faults
along the consumer journey, from preacquisition to disposition,
that can promote food waste; it also rigorously builds on a
behavior theory lens to explain potential mechanisms driving
consumer food waste.
We seek work that is also methodologically rigorous, which
can be implemented across a range of empirical approaches.
JPP&M has a history of welcoming a variety of methodolo-
gical approaches, and we intend to continue this tradition.
Recent work in JPP&M has covered a range of methodologi-
cal approaches to include experimental design, qualitative
research, and econometric modeling, among others. We want
to emphasize that JPP&M does not have a focus on any par-
ticular method. We encourage authors to seek the best tools
and methods available to answer their research questions and
to use the state-of-the-art approach for the corresponding
methodology.
In line with our vision for JPP&M, rigor also implies bal-
ance. In marketing and public policy in particular, the implica-
tions stemming from a focal paper should be relevant to a range
of populations, being mindful of their impact on non-WEIRD
(Western, educated, industrialized, rich, democratic), vulnera-
ble, and difficult-to-reach populations (Crosby et al. 2010;
Henrich, Heine, and Norenzayan 2010). For example, Grier
and Davis (2013) study Black and Hispanic urban teenagers
and their consumption of fast food; this research offers insights
into factors that may promote obesity among vulnerable youth.
Building on the Legacy to Achieve Increased
Impact and Stature
In closing, we acknowledge the years of dedication and work
that has made JPP&M the outstanding journal it is today. The
collective MPP community, which includes editors, associate
editors, ERB members, reviewers, authors, readers, policy
makers and other stakeholders, has been instrumental in help-
ing JPP&M achieve the stature it currently enjoys. We are
grateful to have been a part of these efforts, and we are
humbled to lead the continuation of that legacy. We will main-
tain our passion for and commitment to being stewards of
JPP&M, while also taking strategic steps to lead the Journal
toward continued impact and contribution through rigor, rele-
vance, and inclusivity.
Authors’ Note
Kelly D. Martin and Maura L. Scott are Coeditors in Chief of the
Journal of Public Policy & Marketing. Editor names appear alphabe-
tically and contribution is equal. They gratefully acknowledge the
helpful feedback of Martin Mende and Laura Peracchio on a previous
draft of this editorial.
5
Declaration of Conflicting Interests
The author(s) declared no potential conflicts of interest with respect to
the research, authorship, and/or publication of this article.
Funding
The author(s) received no financial support for the research, author-
ship, and/or publication of this article.
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