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Martin, Borah, and Palmatier Win the 2022 Sheth Foundation/Journal of Marketing Award

Martin, Borah, and Palmatier Win the 2022 Sheth Foundation/Journal of Marketing Award

T.J. Anderson

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The winners of the 2022 Sheth Foundation/Journal of Marketing Award are Kelly D. Martin (Colorado State University), Abhishek Borah (INSEAD), and Robert W. Palmatier (University of Washington) for their article, “Data Privacy: Effects on Customer and Firm Performance,” published in Volume 81 of the Journal of Marketing.

This award honors a Journal of Marketing article that has made long-term contributions to the field of marketing. An article is eligible for consideration to receive the award in the fifth year after its publication. The criteria for selection include the quality of the article’s contribution to theory and practice, its originality, its technical competence (if relevant), and its impact on the field of marketing.


The selection committee, comprised of Ajay K. Kohli (chair), Gita Johar, and S. Sriram noted, “We are delighted to recognize Kelly, Abhishek, and Rob’s article as the winner of this prestigious award. It is deserving because of the many contributions it makes to the marketing discipline.”

The committee pointed to four facets of the paper’s contribution. First, the article deals with a topic of current and growing importance, not just to firms but also to customers and regulators. Second, the article identifies four different types of data vulnerabilities—access, breach, spillover, and manifest—and points to their distinct implications for customers as well as firms. Third, it delineates the mechanisms through which data vulnerabilities lead to negative customer responses and highlights the actions firms can take to ameliorate these negative effects. Fourth, the article uses multiple lab studies complemented by archival data to bolster the validity of its findings. The paper was a finalist for the Shelby D. Hunt/Maynard Award as well as the MSI/H. Paul Root Award, two strong indicators of its contributions to theory as well as practice. Moreover, it has been featured in the Harvard Business Review, and is the most cited among all papers published in the Journal of Marketing in 2017. While celebrating the winner, the Committee acknowledged the strength and impact of all the finalists for the award and noted that this made selecting a winner a difficult task.

The 2022 finalists for the award were:

The article will be honored at the Summer AMA Academic Conference. A complete set of winners and finalists for this award over time can be found here.

Go to the Journal of Marketing

T.J. Anderson is Manager, Academic Content, American Marketing Association.