Individual skill

jams-rebuttal

Use when planning a revision and drafting the point-by-point response letter for a Journal of the Academy of Marketing Science (JAMS) R&R — prioritizing the editor's decisive concerns, strengthening both the theoretical and managerial contribution, and preserving double-anonymized rules. Plans and drafts the response; it does not interpret the original decision (jams-review-process).

Journal-of-the-Academy-of-Marketing-Science-Skills/skills/jams-rebuttal/SKILL.md

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# R&R Revision & Response (jams-rebuttal)

## When to trigger

- You received a JAMS major/minor revision and need a plan and a response letter
- A reviewer challenged the **theoretical contribution**, **managerial relevance**, construct validity, or identification
- You must revise *before* writing the response (do not draft the letter on an unrevised paper)
- A subsequent round arrived and you need to show movement since the last revision

## Sequence: revise first, then respond

JAMS R&Rs are **developmental and often multi-round**. Revise the manuscript first; the response letter documents changes that already exist. Lead the work with the **editor's decisive concerns**, which at JAMS almost always include the two gates: a genuine **theoretical contribution** and a clear **managerial contribution**. A revision that polishes peripheral points but leaves a gate unaddressed will not advance — and area editors track whether each round actually moves on the issues they flagged.

## Build the response letter
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