Previous Recipients | MSI/H. Paul Root Award

2015
Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi
Volume 79, Number 2, March 2015 

2014
Hyoryung Nam and PK Kannan
Volume 78, Number 4, July 2014

2013
Sam K. Hui, J. Jeffrey Inman, Yanliu Huang, and Jacob Suher
Volume 77, Number 2, March 2013

2012
Florian Stahl, Mark Heitmann, Donald R. Lehmann, & Scott A. Neslin
The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin
Vol. 76, No. 4

2011
Philipp Schmitt, Bernd Skiera, and Christophe Van den Bulte
Referral Programs and Customer Value
Vol. 75, No. 1

2010
Amit Joshi and Dominique M. Hanssens
The Direct and Indirect Effects of Advertising Spending on Firm Value
Vol. 74, No. 1

2008

Joseph Johnson and Gerard J. Tellis
Drivers of Success for Market Entry into India and China
Vol. 72, No. 3

2007

Timothy L. Keiningham, Bruce Cooil, Tor Wallin Andreassen, and Lerzan Aksoy
A Longitudinal Examination of Net Promoter and Firm Revenue Growth

Vol. 71, No. 3

2006

Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry Jr.
Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation

Vol. 70, No. 4

2005

Werner J. Reinartz, Jacquelyn S. Thomas, and V. Kumar
Balancing Acquisition and Retention Resources to Maximize Customer Profitability

Vol. 69, No. 1  

2004

Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml
Return on Marketing: Using Customer Equity to Focus Marketing Strategy

Vol. 68, No. 1  

2002

Roland T. Rust, Christine Moorman, and Peter R. Dickson
Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?

Vol. 66, No. 4

2001

Rakesh Niraj, Mahendra Gupta, and Chakravarthi Narasimhan
Customer Profitability in a Supply Chain

Vol. 65, No. 3

1999 (two awards given)

Anil Menon, Sundar G. Bharadwaj, Phani Tej Adidam, and Steven W. Edison
Antecedents and Consequences of Marketing Strategy Making: A Model and a Test

Vol. 63, No. 2
Ramarao Desiraju and Steven M. Shugan
Strategic Service Pricing and Yield Management

Vol. 63, No. 1

1998

Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey, "Market-Based Assets and Shareholder Value: A Framework for Analysis"
Vol. 62, No. 1

1997

Joseph Alba, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, and Stacy Wood, "Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces"
Vol. 61, No.3

1996

Glen L. Urban, Bruce D. Weinberg, and John R. Hauser, "Premarket Forecasting of Really-New Products"
Vol. 60, No.1

1995

Roland T. Rust, Anthony J. Zahorik, and Timothy L. Keiningham, "Return on Quality (ROQ): Making Service Quality Financially Accountable"
Vol. 59, No. 2

1994

Stephen J. Hoch, Xavier Dr�ze, and Mary Purk, "EDLP, Hi-Lo, and Margin Arithmetic" 

1993

Louis P. Bucklin and Sanjit Sengupta, "Organizing Successful Co-Marketing Alliances" 

1992

Frederick E. Webster Jr., "The Changing Role of Marketing in the Corporation" 

1991

Paul E. Green and Abba M. Krieger, "Segmenting Markets with Conjoint Analysis" 

1990

Ajay K. Kohli and Bernard J. Jaworski, "Market Orientation: The Construct, Research Propositions and Managerial Implications" 

1989

Stephen J. Hoch and John A. Deighton, "Managing What Consumers Learn From Experience" 

1988

George S. Day and Robin Wensley, "Assessing Advantage: A Framework for Diagnosing Competitive Superiority" 

1987

Robert Jacobson and David Aaker, "The Strategic Role of Product Quality" 

1986

C. Whan Park, Bernard J. Jaworski, and Deborah J. MacInnis,  "Strategic Brand Concept-Image Management" 

1985

Robert Jackson and David Aaker, "Is Marketing Share All That It's Cracked Up to Be?" 

1984

Rajendra K. Srivastava, Mark I. Alpert, and Allan D. Shocker, "A Customer-Oriented Approach for Determining Market Structures" 

1983

Christopher H. Lovelock, "Classifying Services to Gain Strategic Marketing Insights" 

1982

Paul F. Anderson, "Marketing, Strategic Planning and the Theory of The Firm" 

1981

Robin Wensley, "Strategic Marketing: Betas, Boxes or Basics" 

1981

Paul E. Green, J. Douglas Carroll, and Stephen M. Goldberg, "A General Approach to Product Design Optimization Via Conjoint Analysis"
 
1980
Frederick E. Webster Jr., "The Impact of Inflation Accounting on Marketing Decisions" 

1979

John D.C. Little, "Decision Support Systems for Marketing Managers" 

1978

Jean-Marie Choffray and Gary L. Lilien, "Assessing Response to Industrial Marketing Strategy"  

1977

George S. Day, "Diagnosing the Product Portfolio" 

1976

Henry J. Claycamp, "Planning Product Line Strategy: A Matrix Approach" 

1975

Victor P. Buell, "The Changing Role of the Product Manager in Consumer Goods Companies" 

1974

E.T. Grether, "Marketing and Public Policy: A Contemporary View" 

1973

Yoram Wind, "A New Procedure for Concept Evaluation" 

1972

Philip Kotler, "A Generic Concept of Marketing" 

1971

Philip Kotler and Gerald Zaltman, "Social Marketing: An Approach to Social Change" 

1970

David S.R. Leighton, "The Internationalization of American Business: The Third Industrial Revolution" 

1969

Philip Kotler and Sidney J. Levy, "Broadening The Concept of Marketing" 

1968

Charles S. Goodman, "Do the Poor Pay More?" 

1967

E.T. Grether and Robert J. Holloway, "Impact of Government Upon the Market System" 

1966

Joel Dean, "Does Advertising Belong in The Capital Budget?" 

1965

Samuel G. Barton, "A Marketing Model for Short-Term Prediction of Consumer Sales" 

1964

Ralph S. Alexander, "The Death and Burial of 'Sick' Products" 

1963 (four awards given)

John C. Maloney, "Is Advertising Believability Really Important?" 
Thomas E. Coffin, "A Pioneering Experiment in Assessing Advertising Effectiveness?" 
Paul E. Green, "Bayesian Decision Theory in Pricing Strategy" 
Harry V. Roberts, "Bayesian Statistics in Marketing" 

1962

Robert D. Buzzell and Charles C. Slater, "Decision Theory and Marketing Management" 

1960

Alfred Politz, "The Dilemma of Creative Advertising" 

1959

Irving S. White, "The Functions of Advertising in Our Culture" 

1958

Pierre Martineau, "Social Classes and Spending Behavior" 

1957

James A. Bayton, "Motivation, Cognition, Learning--Basic Factors in Consumer Behavior" 

1956

Wendell R. Smith, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies" 

1955

Robert Ferber, "Sales Forecasting by Sample Surveys" 
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