We express our utmost gratitude to the Journal of Management Studies’ general editor and associate editors (Wickert, Potočnik, Prashantham, Shi, and Snihur, 2024) for their diligent work and wholeheartedly support the message conveyed in their article to stimulate scholarly endeavors from non-Western contexts. We would like to propose several ideas aimed at bolstering their efforts and advancing research on geographic areas on which research in top journals, such as JMS, remains limited. We argue that for substantial transformation to occur, it is crucial to delve deeper into the barriers impeding progress in this domain. This entails comprehending the underlying causes of the problem and formulating strategies to effectively address them.

Establishing Clear Points of Comparison and Definition Criteria

First and foremost, in order to identify and evaluate areas that are under-represented, it is crucial to establish a clear point of comparison. This entails determining whether the issue pertains to non-Western contexts (which encompass areas outside of North America, Europe, and Australia), to the Global South (referring to countries located in Africa, Asia, Latin America, and the Caribbean that encounter economic and social challenges), or to economically-disadvantaged non-Western contexts. The categorization of countries like Japan, Russia, or South Korea, for instance, raises questions as they do not neatly fit into either the Western or Global South classifications. Consequently, a more nuanced level of analysis is warranted to capture the intricacies of representation in these cases.

Another important consideration pertains to the criteria employed for comparing countries. The assessment of under-representation may yield different outcomes depending on factors such as population sizes (e.g., the US comprising less than 5% of the global population), GDP (e.g., the US contributing approximately 25% of the worldwide GDP), or other criteria altogether. An alternative approach is to focus not on current factors but to account for future developments and assign significance to countries projected to experience substantial growth in the near future. For example, Nigeria is expected to become one of the world’s most populous countries by 2050.

Next, we distinguish between the upstream barriers—referring to the initial stages of the publication process, typically involving the generation and preparation of research—versus the downstream barriers—referring to the selection and peer review of this research.

Overcoming Upstream Barriers

One potential factor contributing to the problem could be the availability and reliability of data from non-Western countries. While there is anecdotal evidence suggesting the existence of valuable data from these contexts, it is important to investigate if this is consistently the case. Developing countries, in particular, may face challenges such as a lack of dependable statistical institutes, reliable databases, and trustworthy reporting due to political monitoring in some authoritarian nations. These factors can hinder the collection and dissemination of accurate and comprehensive data, further complicating efforts to address the problem effectively.

The underrepresentation of some contexts in research can be attributed to several other factors. Logistical challenges, including resource constraints, translation issues, inadequate funding can exacerbate the problem. Acknowledging and addressing these challenges is crucial to promote representation in research. Another contributing factor is the relative lack of high-level research training among scholars in developing countries. Scholars who receive their training and earn their PhDs in Western countries often focus their research on Western data, in particular for qualitative research which is often supported by access to local industry contacts. To address this issue, various actions can be taken. Professional associations and universities can provide resources such as research seminars, visits, mentoring, and coaching to support scholars from underrepresented areas and encourage them to explore and engage with their own contexts.

Overcoming Downstream Barriers

The contribution of “gatekeepers” such as journals, editors, and reviewers to the underrepresentation problem should also be examined. If their role is found to be significant, measures can be implemented to bring about change. While raising awareness, as exemplified by Wickert et al. (2024), serves as an initial step, additional actions can be considered. This may involve challenging prevailing norms that determine the distinction between mainstream and marginal, through initiatives such as conference Professional Development Workshops (PDWs) or advocating for revisions in PhD training programs. Having editorial teams comprising individuals from diverse origins can also potentially enhance the consideration and inclusion of works that explore a wider array of contexts.

Furthermore, the concern often expressed about the generalizability of non-Western data warrants further reflection on alternative criteria for evaluating generalizability. It is important to explore whether studies lacking generalizability beyond their specific context still hold value. This entails determining the specific criteria that establish the worth of such studies in quantitative research compared to qualitative research. For instance, dismissing research about India, a country with a population of 1.4 billion people and projected to become the third-largest economy by 2030, solely based on its lack of generalizability could overlook valuable insights and significant trends specific to India’s unique context. By broadening our criteria for assessing the value of such studies, we can gain a more comprehensive understanding of the implications and relevance of research findings from diverse contexts.

In conclusion, to advance research from underrepresented geographic areas, we propose the establishment of clear points of comparison and definition criteria, as well as a deeper exploration of upstream and downstream barriers. By addressing these challenges and promoting inclusivity in the publication process, we can foster greater diversity and representation in research.