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jm-literature-positioning

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Use when positioning a Journal of Marketing (JM) manuscript in the literature — joining a substantive marketing conversation and defending against the "new-context replication" rejection. Positions the paper; it does not build the mechanism (jm-theory-development) or write the contribution statement (jm-contribution-framing).

Journal-of-Marketing-Skills/skills/jm-literature-positioning/SKILL.md

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# Literature Positioning (jm-literature-positioning)

## When to trigger

- The intro reads as "no one has studied X in setting Y" (gap-spotting)
- A reviewer says the work "applies existing findings to a new context"
- You are unsure which substantive conversation your paper belongs to
- The cited literature is a methods reading list rather than a substantive one

## JM's positioning bar: a substantive conversation, not a gap

JM's stated exclusion is sharp: papers that "merely replicate existing theory or findings or apply an existing set of findings to a new context" are rejected as not offering sufficiently new insight. That makes the classic "gap in the literature" move insufficient at JM. A gap is not a contribution; a **substantively important question whose answer changes what the field and practitioners believe** is. Position the paper as **joining and advancing a real marketing conversation** — about a market, customer, channel, brand, or policy problem — and show what new, consequential understanding you add.

## How to position
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