Shelby D. Hunt/Harold H. Maynard Award


Sven Molner, Jaideep C. Prabhu and Manjit S. Yadav have won this award for contribution to marketing theory by their 2019 article


Author: Christine Moorman

Shelby D. Hunt/Harold H. Maynard Award

Christine Moorman, Harald van Heerde, C. Page Moreau, and Robert Palmatier are pleased to announce the winner and finalists of the Shelby D. Hunt/Harald H. Maynard Award:

  • Winner: Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies,” Sven Molner, Jaideep C. Prabhu, and Manjit S. Yadav
  • Committee: Robert W. Palmatier (chair), Inge Geyskens, and Deborah J. MacInnis
  • From the Committee: “The Shelby D. Hunt/Harold H. Maynard Award recognizes the 2019 Journal of Marketing article that has made the most significant contribution to marketing theory. This year’s winner, written by Sven Molner (University of London), Jaideep Prabhu (Cambridge University), and Manjit Yadav (Texas A&M University) provides an innovative investigation of market scoping for early-stage technologies, a fundamental, yet underexplored, marketing activity. Market scoping refers to managerial activities directed at the identification of market spaces for early-stage technologies. The paper identifies managers’ market-scoping mindset—which manifests as market ambiguity avoidance or acceptance—as a key explanatory construct shaping market space decisions and outcomes. Market ambiguity avoidance results in managers’ downstream orientation toward end users; this mindset, counterintuitively, may lead to technology commercialization failure. In contrast, market ambiguity acceptance results in managers’ upstream orientation; this mindset directs attention away from end users, but helps uncover indirect paths to viable market spaces. The article provides a platform for advancing marketing research in the context of early-stage technology commercialization.”
  • Other Finalists:
  • Details on the award selection process can be found here

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