Individual skill

jams-contribution-framing

Use when stating the contribution of a Journal of the Academy of Marketing Science (JAMS) manuscript — discharging JAMS's dual mandate of a theoretical AND a managerial contribution and defending against "incremental." Frames the contribution; it does not run the analysis (jams-data-analysis) or polish the prose (jams-writing-style).

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

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Last checked: Nov 9, 2026

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Repository stars (not skill ratings): 1,405
Repository last updated: Sep 27, 2026
License: MIT

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# Contribution Framing, Dual Mandate (jams-contribution-framing)

## When to trigger

- Results exist but the "so what" — especially the managerial one — is thin
- A reviewer or editor calls the contribution "incremental" or a "new-context replication"
- The discussion lists implications generically with no decision a manager would change
- You need to draft the explicit contribution sentences for the intro and discussion

## JAMS's contribution bar has two parts — both required

JAMS exists to **advance the science and practice of marketing**. That dual purpose is structural, not rhetorical: a JAMS contribution statement must do two things at once, and the paper is incomplete if either is missing.

1. **Theoretical contribution.** A *new, consequential* understanding of a marketing relationship — a mechanism, a contingency/boundary condition, a reconciliation of competing frameworks, or a validated construct the field lacked. Not "we confirmed X in setting Y."