Contribution Framing (mksc-contribution-framing)

When to trigger

• The results exist but the "so what" for marketing is thin or implicit
• You cannot say in one sentence what the field learns
• A reviewer calls the contribution "incremental" or "a methods exercise"
• You are deciding the Frontiers track, which rewards one dominant dimension

Name the primary dimension

Marketing Science contributions fall on identifiable dimensions. State which one is primary, and let the others support it:

• Substantive — a new marketing insight or counterfactual answer (how a pricing/advertising/channel/platform decision should change, and why).
• Modeling — a new or sharper model that captures a marketing mechanism prior models missed.
• Methodological — a new estimator, identification strategy, or computational method others can reuse.
• Data — a novel dataset enabling questions that were previously infeasible (the Database track).
• Practice — a deployed solution with measurable impact (Practice Paper / Practice Prize, with a 500–1,000-word Impact Statement, single-blind).