The topic for this tip is repetition. I find that academic authors view this issue incorrectly. Often it seems they view repetition as using the same word more than once, e.g., using firm, company, and business. Your writing is stronger when you stick with one term; consistency in terms is valuable.
Another form of repetition is the use of a noun as a modifier: The high firm performance allows firms to garner higher profits. I see this type of construction a lot. English gives you ways to avoid this issue, e.g., Higher performance leads to better profits for firms.
The real repetition is of ideas or statements. This type often occurs because lecture notes are the basis for the paper. When writing for a journal, your audience changes. Now you are making an argument not hammering home a concept; you are writing for peers, not students.
So, think about consistency and strong statements made once.