Author: Guest Writer

Dr Babak Taheri is an Associate Professor in Marketing and Programmes Director in MSc International Marketing Management pathways at Heriot-Watt University. He has extensive experience in quantitative studies including: scale development and scale validation, structural equation modelling (SEM), path analysis using partial least squares (PLS), experimental design and intervention, multiple regression, testing for mediation and moderation). It is rare that your paper accepted without any revision. So, go ahead with revision in an argumentative fashion but do not get mad. It is hard to read reviewers’ suggestions without a knee-jerk reaction to defend your paper. It is understandable that...