I maintain that real contribution to the discipline can come through controversy. If the article is controversial it may lead to further discussion, stimulate research, and contribute to the discipline. Keep an open mind toward potentially important non-traditional viewpoints. Be sensitive to international data. If you are active in international marketing research, you already know that developing international data bases is extremely difficult.
International data are scarce, and much more information is needed.
Be sensitive to the time, effort, and resources expended in generating that data base. Help the author salvage it and do something constructive with it even though it may be flawed. Make sure that you know. We don't know everything. Sometimes an article may discuss a concept with which you are not familiar.