Since its inception in the 17th century, the peer review process has generated much discussion and dissention. This largely introspective, occasionally tongue‐in‐cheek, paper examines the nature of the reviewing process in academic marketing research. It highlights the sorts of problems commonly associated with peer review, evaluates the many and varied reforms that have been proposed and, by introducing the principles of genre theory, discusses the academic paper as a highly codified literary form.
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