Abhishek Dwivedi, Weng Marc Lim, Kimmy Wa Chan, Li Huang, Chompoonut Suttikun, Ajay K. Manrai
2026.1.1Journal of Global Marketing
Abstract
Abstract Advice on getting published tends to take two forms: author-facing guidance and editor-authored reflections. Both genres help demystify the process, yet neither captures how reviewer expectations tighten across rounds within the peer review cycle. That omission matters, as revision strategy hinges on what reviewers treat as tolerable early on and decisive later. Accordingly, this article adopts a reviewer lens and maps recurring weaknesses across six categories: research gaps and contributions, theoretical and conceptual foundations, methodological rigor, implications of research, presentation quality, and fatal flaws. Subsequently, this article tracks how emphasis shifts from R0→R1→R2→R3, highlighting that early-round tolerance functions as conditional latitude that signals developmental potential, whereas persistence of the same weakness signals limited responsiveness and, in turn, invites harsher judgments. This contraction of tolerance clarifies which fixes become non-negotiable at each stage. Therefore, anticipating these shifts should help authors craft revisions and response letters more strategically and lower the risk of late-stage rejection. GRAPHICAL ABSTRACT
Citation format
DWIVEDI, Abhishek, et al. Reviewer expectations across peer review rounds. Journal of Global Marketing, 2026, 39(1): 3–17.