The annual AMA/Marketing Science Institute/H. Paul Root award is given to the Journal of Marketing article that has made the most 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 and honors past AMA Board Chair H. Paul Root, who also served as president of MSI from 1990 to 1998. The winners of the 2022 AMA/MSI/H. Paul Root Award are Yong-Chin Tan, Sandeep R. Chandukala, and Srinivas K. Reddy for their article “Augmented Reality in Retail and Its Impact on Sales” (Volume 86, Issue 1).
The selection committee, composed of Detelina Marinova (University of Missouri), Ralf Van Der Lans (Hong Kong University of Science and Technology), and P.K. Kannan (University of Maryland) noted:
“We are pleased to recognize Yong-Chin Tan, Sandeep R. Chandukala, and Srinivas K. Reddy for their paper, ‘Augmented Reality in Retail and Its Impact on Sales.’ This paper addresses a growing issue in retail by revealing how marketing managers and online retailers could transform the way they connect with customers at different stages of the customer journey using augmented reality (AR) to enhance their bottom-line.
The authors conceptualize the role of AR to entertain, educate, evaluate for brands with different popularity and appeal, as well as product price and rating. Using a compelling large-scale natural experiment, they offer strong actionable recommendations to help marketers determine when AR would be most effective with respect to product preference, category sales and channel choice. This work has significant real-world impact, as an industry report shows that the worldwide market size of AR in retail is projected to grow at a CAGR of over 40% in the next few years (Allied Market Research 2022).”
The other excellent finalists for the award were:
- Dionne Nickerson, Michael Lowe, Adithya Pattabhiramaiah, and Alina Sorescu (2022), “The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective”
- Julian R.K. Wichmann, Nico Wiegand, and Werner J. Reinartz (2022), “The Platformization of Brands“
- Johannes Boegershausen, Hannes Datta, Abhishek Borah, and Andrew T. Stephen (2022), “Fields of Gold: Scraping Web Data for Marketing Insights”
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