Eva Ascarza has won the 2023 award from the Journal of Marketing Research for long-term contribution
INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: Awards
Author: TJ Anderson
2023 Weitz-Winer-O’Dell Award
Congratulations to Eva Ascarza (Harvard Business School), winner of the 2023 Weitz-Winer-O’Dell Award for her article, “Retention Futility: Targeting High-Risk Customers Might be Ineffective,” which appeared in the February 2018 issue (Volume 55, Issue 1) of Journal of Marketing Research.
The Weitz-Winer-O’Dell Award honors a JMR article published five years earlier that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice. The 2023 award committee consisted of Tulin Erdem, Maureen Morrin, and Michel Wedel, who provided detailed and insightful comments about why this article was chosen. Click here to read their statement and learn more about this award!