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JM-MSI Special Issue: “From Marketing Priorities to Research Agendas”

Christine Moorman, Editor-in-Chief Journal of Marketing, Duke University
John Deighton, Guest Editor, Harvard Business School and Former Executive Director, MSI
Carl Mela, Guest Editor, Duke University and Former Executive Director, MSI

This Special Issue “From Marketing Priorities to Research Agendas” examines MSI’s Research Priorities. (Publisher’s note: The Special Issue focuses on the 2018-2020 priorities).

Faculty who authored the articles in the Special Issue are the inaugural class of “MSI Scholars.” MSI developed the MSI Scholars Program to bring together a select group of mid-career level marketing academics to recognize excellence in scholarship and develop a cohort across the marketing discipline.

The Scholars were invited to develop a series of papers about the MSI Priorities. Additional scholars were added to teams to achieve coverage on important topics. Teams submitted papers to a blind review process at the Journal of Marketing. There were no guarantees in the process, as we are sure the teams will attest. Papers took an average of four rounds to be completed.

Special Issue Articles

The MSI Priorities, Special Issue papers, and team members are listed below. Following completion of a paper, the Editors invited commentators to address important unresolved issues in the paper. These discussions are intended to offer diverse thoughts and to extend the knowledge offered in the articles.

Article: “Traveling with Companions: The Social Customer Journey
AuthorsRosellina Ferraro (University of Maryland), Ryan Hamilton (Emory University), Anirban Mukhopadhyay (Hong Kong University of Science and Technology), and Kelly Haws (Vanderbilt University)

Article: “Inefficiencies in Digital Advertising Markets
AuthorsBrett R. Gordon (Northwestern University), Kinshuk Jerath (Columbia University), Zsolt Katona (University of California – Berkeley), Sridhar Narayanan (Stanford University), Jiwoong Shin (Yale University), Kenneth C. Wilbur (University of California – San Diego).

Article: “Marketing Agility: The Concept, Antecedents, and a Research Agenda
AuthorsKartik Kalaignanam (University of South Carolina): Kapil Tuli (Singapore Management University); Tarun Kushwaha (University of North Carolina); Leonard Lee (National University of Singapore); and David Gal (University of Illinois – Chicago).

Article: “Consumers and Artificial Intelligence: An Experiential Perspective
AuthorsStefano Puntoni (Erasmus University); Rebecca Reczek (Ohio State University); Markus Giesler (York University); and Simona Botti (London Business School).

Article: “Evolution of Consumption: A Psychological Ownership Framework”
AuthorsCarey Morewedge (Boston University); Ashwani Monga (Rutgers University); Robert Palmatier (University of Washington); Suzanne Shu (Cornell University); Deborah Small (University of Pennsylvania)

Article: “Capturing Marketing Information to Fuel Growth
AuthorsRex Du (University of Houston); Oded Netzer (Columbia University); David Schweidel (Emory University); and Debanjan Mitra (University of Connecticut).

Article: “Informational Challenges in Omnichannel Marketing: Remedies and Future Research
AuthorsTony Haitao Cui (University of Minnesota), Anindya Ghose (New York University), Hanna Halaburda (New York University), Raghuram Iyengar (University of Pennsylvania), Koen Pauwels (Northeastern University), S. Sriram (University of Michigan), Catherine Tucker (MIT), and Sriram Venkataraman (University of North Carolina, Chapel Hill).

Special Issue Editors

John Deighton, Guest Editor
John Deighton
Harvard University
Carl Mela, Guest Editor
Carl Mela
Duke University

Christine Moorman
Duke University

John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School and past Executive Director of the Marketing Science Institute. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing, and previously initiated and led the HBS Executive Education program in Digital Marketing and taught the elective MBA course, Digital Marketing Strategy. His research on marketing management and consumer behavior has been published in a variety of journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Organizational Behavior and Human Decision Processes, and the Harvard Business Review. His research has also received a number of commendations, including the AMA’s Best Article Award from the Journal of Marketing and an honorable mention from the Journal of Interactive Marketing. He is a past editor of the Journal of Consumer Research, a leading outlet for scholarly research on consumer behavior, and was the founding co-editor of the Journal of Interactive Marketing, which reports academic research on marketing and the Internet. He is a member of the Chairman’s Advisory Council of Marketing Edge, and a Director of the Berkman Center for Internet and Society at Harvard University.

Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University and past Executive Director of the Marketing Science Institute. He holds an engineering degree from Brown University, and a Ph.D. in Marketing from Columbia University. Prior to his Ph.D., he held management positions at Hewlett Packard, Hughes Space and Communications, and Proxima Corporation. Prof. Mela applies economic and statistical models to generate insights regarding the long-term effects of marketing activity on brand equity as well as the role the Internet and new media on consumer and firm behavior. Articles along these lines appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, the Journal of Consumer Research and have received or been a finalist for thirty-five best paper awards including the INFORMS John D.C. Little Award and the AMA’s William O’Dell and Paul Green Awards. Prof. Mela serves or has served as an Associate Editor of the Journal of Marketing Research, and Quantitative Marketing and Economics and is or has been on the editorial boards of the Marketing Science, Journal of Marketing and Marketing Letters. Professional boards include the Word of Mouth Marketing Association, Unilever and Information Resources, Incorporated.

Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration at The Fuqua School of Business, Duke University. Christine’s research examines the nature and effects of learning and knowledge utilization by consumers, managers, organizations, and financial markets. She has studied these effects in the context of innovation, marketing alliances and networks, and public policy. Her research has appeared in the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Academy of Management Review, Administrative Science Quarterly, and Harvard Business Review where it has been honored with several best paper awards. She has served as an Associate Editor for the Journal of Marketing Research and the Journal of Marketing and as an ERB member for the Journal of Consumer Research and Marketing Science. Christine is the founder and managing director of The CMO Survey and author of Strategy from the Outside In: Profiting from Customer Value​, which was awarded the 2011 Berry Book prize for the best book in the field of marketing. Christine was named the AMA-Irwin-McGraw-Hill Distinguished Marketing Educator in 2018, a Fellow of the American Marketing Association in 2017, and she won the 2012 Paul D. Converse Award, the 2008 Mahajan Award for Career Contributions to Marketing Strategy, and the 2008 Distinguished Marketing Educator for the Academy of Marketing Science. She has served as an Academic Trustee for the Marketing Science Institute, as a member of the Board of Directors of the AMA, Chair of the Marketing Strategy Special Interest Group for the AMA, and as Director of Public Policy for ACR.​

The Journal of Marketing (JM) and the Marketing Science Institute (MSI) share a long history of close collaboration and aligned missions. MSI brings the best of science to the complex world of marketing by serving as a bridge between marketing academics and practitioners. MSI uses practitioner inputs to establish Research Priorities and funds academic research aligned with these priorities with the aim of advancing marketing knowledge.  JM and MSI published a 2016 Special Issue entitled “Mapping the Boundaries of Marketing” focused on the 2014-2016 MSI Priorities and co-sponsor the AMA/MSI/H. Paul Root Award given to the Journal of Marketing article that made the most significant contribution to the advancement of the practice of marketing in a calendar year.