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Case study submission guidelines
Guidelines for submitting case studies
We encourage case study contributions to the amj.
Structure and Content
Cases published in the amj should provide lessons for research, theory-development, and/or marketing practice. They
should not be in the format of a descriptive teaching case.
The lessons should be introduced and summarized in a brief abstract. The main point needs to be very clear.
It may be necessary to outline some characteristics of the focal organization and industry. This descriptive section should be very brief or placed in an appendix. Too much background information
will prevent readers from getting to the crux of the case.
Outline the problem, strategic decisions, or challenges faced. This is likely to be descriptive and relatively brief.
Next, the case should describe what the organization actually did, and why, i.e. specifically what strategies and actions did it implement to overcome the problem or challenge. This will be partly
descriptive and partly interpretive.
Where appropriate, link some of the organization¡Ùs actions to marketing concepts, theories, frameworks, and principles.
An evaluation and some prescriptive comments may be appropriate. This should enable the reasons for success or failure to be identified.
The lessons for similar organizations should be summarized. Ideally, the lessons should have academic, theoretical, and/or managerial significance. This is an important section of the case study. It
is where most/much of the value is created for amj readers, and it distinguishes it from a teaching case. Please give this careful attention.
Case study manuscipts should be 3,000 to 4,000 words in length.
References & Supporting Evidence
A limited number of industry reports, academic sources, and popular articles should be cited. These should be cited as and when needed; they should not be confined to a literature review.
Wherever possible, factual support and evidence should be provided. In a branding study, for example, statements should be supported with market share data, information from brand awareness and brand
attitude studies, etc. This will add value to the case, as well as help to support and validate the claims made.
It is the responsibility of authors to check the accuracy of information from organizations and to obtain permission. Where organizations have assisted in the preparation of the case study, this should be acknowledged and, as a courtesy, they should be provided with a copy of the case study by the authors.
Normal amj style and referencing conventions apply.
For a case study example see: Paul Patterson (2000) ¡†Bringing a Client Focus to International Marketing: A Change Management Case Study¡Ö, Journal of the Australian and New Zealand Academy of Management, 6 (2), 44-55.
Copies are available from Nadia Withers, Department of Marketing, UNSW.
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