Technical University of Braunschweig
RWTH Aachen University
University of Bonn
RWTH Aachen University
The annual Shelby D. Hunt/Harold H. Maynard Award recognizes the Journal of Marketing article published in the last calendar year (2024) that has made the most significant contribution to marketing theory. The 2024 winners are Bastian Kindermann, Daniel Wentzel, David Antons, and Torsten-Oliver Salge for their article, “Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options” (May 2024).
The selection committee, composed of Vanitha Swaminathan (Chair, University of Pittsburgh), Manjit Yadav (Texas A&M University), and Jonathan Z. Zhang (Colorado State University) noted:
“This article offers systematic evidence that conceptual work in marketing is skewing toward ‘envisioning’ and ‘explicating’ at the expense of other equally important directions such as ‘relating’ and ‘debating.’ By identifying this dominant thought style, the author team helps the field see where meaningful changes can support richer and deeper theory-building in marketing.”
The article will be honored at the Summer AMA Academic Conference. Previous recipients of this award can be found here.
Read an in-depth summary of the winning article here.
The other excellent finalists for the award were:
- “Revenue Generation Through Influencer Marketing,” by Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz
- “No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments,” by Michelle E. Daniels and Freeman Wu
- “The Caring Machine: Feeling AI for Customer Care,” by Ming-Hui Huang and Roland T. Rust
- “Can Words Speak Louder Than Actions? Using Top Management Teams’ Language to Predict Myopic Marketing Spending,” by Andre Martin and Tarun Kushwaha
- “‘Statistical Significance’ and Statistical Reporting: Moving Beyond Binary,” by Blakeley B. McShane, Eric T. Bradlow, John G. Lynch Jr., and Robert J. Meyer
Go to the Journal of Marketing