Sheth/JM Award


Adrian Payne and Pennie Frow have won the 2015 Sheth Foundation/Journal of Marketing Award for their 2005 CRM article

Adrian Payne and Pennie Frow are the recipients of the 2015 Sheth Foundation/Journal of Marketing Award for their article “A Strategic Framework for Customer Relationship Management,” which appeared in the October 2005 (Volume 69, Number 4) issue of the Journal of Marketing (JM). Nominations for the award were solicited from members of the JM Editorial Review Board, and a committee of former journal editors— Roger Kerin (chair), Gary Frazier, and David Stewart —made the selection. The award is given to honor an article that has made a long-term contribution 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 2005 and 2009. The committee also weighed 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, its originality, its technical competence, and its impact on the field of marketing. This year’s committee had the following comments regarding the selected paper:

“Payne and Frow’s article provides a conceptual framework for customer relationship management (CRM) that helped to broaden the understanding of CRM and its role in enhancing customer value and, as a result, shareholder. A unique feature of this article was the emphasis on the pressing need for a cross-functional, process-oriented approach that positioned CRM at a strategic level. As such, this article is widely cited across multiple business disciplines where the ideas presented have been examined in both quantitative and qualitative studies. In the Committee’s view, the article’s importance, conceptual rigor, and scholarly impact made it distinctly worthy of the Sheth Foundation/Journal of Marketing Award.”

The award is presented annually at the American Marketing Association’s Summer Marketing Educators’ Conference.

  • Adrian Payne is Professor of Marketing at the University of New South Wales.
  • Pennie Frow is Associate Professor of Marketing at The University of Sydney.