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How I Wrote This

How I Wrote This

Von: Brett Gordon and Karen Winterich
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"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.Brett Gordon and Karen Winterich Sozialwissenschaften Wissenschaft
  • Eps. 29 — The Sendoff
    Jun 9 2026

    A special send-off episode: the five outgoing JMR co-editors - Rebecca Hamilton, Brett Gordon, Raghu Iyengar, Kapil Tuli and Karen Winterich - come together for a candid look back at their term: what surprised them, the hardest calls they had to make, the biases they caught in themselves, and what they wish authors knew about working with an editor. Reflection, advice, and a few hard truths from the other side of the review process

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    56 Min.
  • Ep. 28 - The Open Design Effect with Martin Schreier and Darren Dahl
    Apr 16 2026

    A PhD student's curiosity about open innovation. That's all it took to spark a research journey into why companies like Allbirds give away their proprietary technology—and why consumers reward them for it. JMR Co-Editor Karen Winterich speaks with Martin Schreier (WU Vienna) and Darren Dahl (UBC) about their paper, "The Open Design Effect”, co-authored with Lukas Maier (WU Vienna).

    The study revealed that when firms openly share internal knowledge with the outside world—what they call "inside-out" innovation—consumers perceive societal benefits and show greater willingness to pay. In the episode, you'll hear how a research stay in Vancouver brought the team together, why a Tesla example became a "lightning rod" through multiple review rounds, and the hard-won lessons about construct precision in today's publication landscape.

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    1 Std. und 3 Min.
  • Ep. 27 - No Hunger Games with Sylvia Hristakeva, Jura Liaukonyte and Leo Feler
    Mar 11 2026

    Brett speaks with Sylvia Hristakeva and Jura Liaukonyte (Lukoneetè), professors at the SC Johnson School of Business at Cornell and Leo Feler, Chief Economist at Numerator, about their paper, “The No Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Demand,” forthcoming in JMR.

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    59 Min.
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