Phenomena, theory, application, data, and methods all have impact

Abstract

In his provocative essay on impactful research in this issue, my colleague and friend Gerry Tellis postulates that good papers are interesting and challenge common beliefs. He postulates further that such papers are based on ideas that are simple once proposed, although not always so obvious before being proposed. He recommends that impactful papers be focused and brief and begin with a study of the basic phenomena. Great advice.