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2010 Sheth Foundation/Journal of Marketing Award

Stephen L. Vargo and Robert F. Lusch are the recipients of the 2010 Sheth Foundation/Journal of Marketing Award for their article, “Evolving to a New Dominant Logic for Marketing,” which appeared in the January 2004 (Vol. 68, No. 1) issue of the Journal of Marketing (JM). The award is administered through the American Marketing Association Foundation.

Nominations for the award were solicited from members of the JM Editorial Review Board, and a committee of former journal editors—Roger A. Kerin (chair), David W. Stewart, and Barton A. Weitz—made the selection. The award is given to honor articles that have made long-term contributions to the discipline of marketing. The award recognizes scholarship based on the benefits of time and hindsight and acknowledges contributions and outcomes made to marketing theory and practice. This year, the committee considered all articles published in JM between 2001 and 2005. The committee also weighs information obtained from nomination letters and citation analyses.

The Sheth Foundation/Journal of Marketing Award was established through the generosity of the Sheth Foundation. The criteria for selection include the quality of the article’s contribution to theory and practice, the article’s originality, its technical competence, and its impact on the field of marketing. Articles eligible for the award must have been published at least five years but not more than ten years earlier.

Twelve different articles were nominated by members of the JM Editorial Review Board. In the opinion of the selection committee, this article has had significant impact in a relatively short time. It was originally recognized with the 2004 Harold H. Maynard Award, and has received an exceptionally high number of citations by Google Scholar (over 1,400) and SSCI counts (about 500). As one nomination stated, “This article provides the foundations for developing a general theory of markets and marketing. It has profound implications for shaping marketing thought in the 21st century.” Another nomination noted, “The Vargo and Lusch paper represents a true paradigm change for the marketing discipline from a marketing focused on goods to one dealing with services. They outline very well the historical reasons for this change as well as its fundamental implications on the way our discipline might need to evolve.” The committee believed that the significant impact of the article on both scholarly research and marketing practice made it a worthy selection for the Sheth Foundation/Journal of Marketing Award.

The award is presented annually at the American Marketing Association’s Winter Marketing Educators Conference held this year on February 18-20, 2011, at the Hilton Austin in Austin, TX.

Stephen L. Vargo is presently a Shidler Distinguished Professor and Professor of Marketing, Shidler College of Business, University of Hawaii at Manoa.

Robert L. Lusch is presently the James and Pamela Muzzy Chair in Entrepreneurship and McGuire Center for Entrepreneurship Executive Director, Eller College of Management, University of Arizona, Tucson, AZ.

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