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Marketing Science Institute/H. Paul Root Award

This award is given by members of the Journal of Marketing editorial review board to a paper that has made a significant contribution to the advancement of the practice of marketing. It is cosponsored by the American Marketing Association and the Marketing Science Institute.


The award is given to a paper, published in the Journal of Marketingthat has made a significant contribution to the advancement of the practice of marketing in a calendar year.


This annual award honors past AMA Board Chair H. Paul Root. In addition to being an active member of the AMA, Root served as President of MSI from 1990 to 1998. The award is given to a paper that has made a significant contribution to the advancement of the practice of marketing in a calendar year. It is cosponsored by the American Marketing Association and the Marketing Science Institute.


  • A vote by Journal of Marketing’s ERB, AE, and Advisory Committee members will be conducted on all eligible papers (listed in order of appearance in an online survey along with abstracts). Each voter can select up to five papers. Editorials, commentaries, or other invited papers are not eligible for this award.
  • Papers receiving the highest number of votes will be selected as finalists with the final number dependent on the distribution of the votes; typically, no more than five finalists are selected.
  • The author(s) of each finalist paper will be asked to write a 750-word statement in support of their paper’s nomination.
  • ​The EIC will form a three-member committee from JM Coeditors, Past JM Editors, Advisory Committee members, and senior AEs. A current JM Coeditor will chair the committee. Upon selection, each member confirms they have no conflict of interest. JM’s conflict policy includes: You are presently a co-author or have previously coauthored a paper with any of the authors; any of the authors was or is your thesis advisor; any of the authors is a business partner or relative; any of the authors is from your institution; and any of the authors is currently or was formerly one of your PhD students, per AMA policy.
  • The award committee will make the final award selection and notify the EIC who will announce it to the marketing community

Recognition and Benefits

The award will be presented at the upcoming Summer AMA Academic Conference.

AMA Foundation

As the philanthropic arm of the AMA, the AMA Foundation champions individual marketers who are making an impact in our profession and community.  We recognize marketing visionaries who have elevated the field, and we support the next generation of marketers who will transform the profession.

Previous Recipients

Robert F. Lusch and James R. Brown, “Interdependency, Contracting and Relational Behavior in Marketing Channels”
Vol. 60, No. 3

Richard A. Spreng, Scott B. MacKenzie, and Richard W. Olshavsky, “A Reexamination of the Determinants of Consumer Satisfaction”
Vol. 60, No. 3

Colleen M. Harmeling, Robert W. Palmatier, Eric (Er) Fang, and Dianwen Wang, “Group Marketing: Theory, Mechanisms, and Dynamics”
Vol. 81, No. 4
Shelby D. Hunt and Robert M. Morgan, “The Comparative Advantage Theory of Competition”
Vol. 59, No. 2

Cait Lamberton and Andrew T. Stephen, “Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry”
Volume 80, Number 6, November 2016
George S. Day, “The Capabilities of Market-Driven Organizations”

Christian Homburg, Martin Schwemmie, and Christina Kuehnl
New Product Design: Concept, Measurement and Consequences
Volume 79, Number 3, May 2015
Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”

Goutam Challagalla, Brian Murtha, and Bernard Jaworski
Marketing Doctrine: A Principles-Based Approach to Guiding Marketing Decision Making in Firms
​Volume 78, Number 4, July 2014
Peter Dickson, “Toward a General Theory of Competitive Rationality”

Gal Oestreicher-Singer, Barak Libai, Liron Sivan, Eyal Carmi, and Ohad Yassin
The Network Value of Products​
Volume 77, Number 3, May 2013​
Rashi Glazer, “Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset”

Peter N. Golder, Debanjan Mitra, &Christine Moorman
What Is Quality? An Integrative Framework of Processes and States”
Vol. 76, No. 4

Vijay Mahajan, Eitan Muller, and Frank Bass, “New Product Diffusion Models in Marketing: A Review and Directions for Research”

Crina O. Tarasi, Ruth N. Bolton, Michael D. Hutt, & Beth A. Walker
Balancing Risk and Return in a Customer Portfolio
Vol. 75, No. 3
Mary Lambkin and George S. Day, “Evolutionary Processes in Competitive Marketing: Beyond the Product Life Cycle”

Manjit S. Yadav
The Decline of Conceptual Articles and Implications for Knowledge Development
Vol. 71, No. 1
Valarie Zeithaml, “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”

Peter C. Verhoef and Peter S.H. Leeflang
Understanding the Marketing Department’s Influence Within the Firm
Vol. 73, No. 2

Orville C. Walker Jr. and Robert W. Ruekert, “Marketing’s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework”

Robert Palmatier, Interfirm Relational Drivers of Customer Value,
Vol. 72, No. 4

Thomas S. Robertson and Herbert Gatignon, “Competitive Effects on Technology Diffusion”
Min Ding, “A Theory of Intraperson Games”
Vol. 71, No. 2

Johan Arndt, “On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving”

Eyal Biyalogorsky, William Boulding, and Richard Staelin, “Stuck in the Past: Why Managers Persist with New Product Failures
Vol. 70, No. 2
Richard P. Bagozzi, “A Prospectus for Theory Construction in Marketing”

Deborah J. MacInnis and Gustavo E. de Mello, “The Concept of Hope and Its Relevance to Product Evaluation and Choice”
Vol. 69, No. 1
Shelby D. Hunt, “General Theories and the Fundamental Explananda of Marketing”

Stephen L. Vargo and Robert F. Lusch, “Evolving to a New Dominant Logic for Marketing”
Vol. 68, No. 1
Paul F. Anderson, “Marketing, Strategic Planning, and the Theory of the Firm”

Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin, “Revenue Premium as an Outcome Measure of Brand Equity”
Vol. 67, No. 4
Sidney J. Levy, “Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior”
Stefan Stremersch and Gerard J. Tellis, “Strategic Bundling of Products and Prices: A New Synthesis for Marketing”
Vol. 66, No. 1

Robert P. Leone and Randall L. Schultz, “A Study of Marketing Generalizations”

Louis W. Stern and Torger Reve, “Distribution Channels as Political Economies: A Framework for Comparative Analysis”

P. Rajan Varadarjan, Satish Jayachandran, and J. Chris White, “Strategic Interdependence in Organizations: Deconglomeration and Marketing Strategy”
Vol. 65, No. 1
James R. Bettman, “Memory Factors in Consumer Choice: A Review”

2000 (two awards given)
Amna Kirmani and Akshay R. Rao, “No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality”
Vol. 64, No.2
Jacob Jacoby, “Consumer Research: A State of the Art Review”
2000 (two awards given)

Rajesh K. Chandy and Gerard J. Tellis, “The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation”
Vol. 64, No. 3
Robert Bartels and Roger L. Jenkins, “Macromarketing”

Susan Fournier and David Glen Mick, “Rediscovering Satisfaction”
Vol. 63, No. 4
Shelby D. Hunt, “The Nature and Scope of Marketing”

Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey “Market-Based Assets and Shareholder Value: A Framework for Analysis”
Vol. 62, No. 1
David M. Gardner, “Deception in Advertising: A Conceptual Approach”

Aric Rindfleisch and Jan B. Heide, “Transaction Cost Analysis: Past, Present, and Future Applications”
Vol. 61, No. 4
W.T. Tucker, “Future Directions in Marketing Theory” ​​