Previous Recipients | Shelby D. Hunt/Harold H. Maynard Award

Christian Homburg, Martin Schwemmie, and Christina Kuehnl
New Product Design: Concept, Measurement and Consequences
Volume 79, Number 3, May 2015

2014
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

2013
Gal Oestreicher-Singer, Barak Libai, Liron Sivan, Eyal Carmi, and Ohad Yassin 
The Network Value of Products​
Volume 77, Number 3, May 2013

2012
Peter N. Golder, Debanjan Mitra, & Christine Moorman
What Is Quality? An Integrative Framework of Processes and States"
Vol. 76, No. 4

2011
Crina O. Tarasi, Ruth N. Bolton, Michael D. Hutt, & Beth A. Walker
Balancing Risk and Return in a Customer Portfolio
Vol. 75, No. 3

2010
Manjit S. Yadav
The Decline of Conceptual Articles and Implications for Knowledge Development
Vol. 71, No. 1

2009
Peter C. Verhoef and Peter S.H. Leeflang
Understanding the Marketing Department's Influence Within the Firm
Vol. 73, No. 2


2008
Robert Palmatier, Interfirm Relational Drivers of Customer Value,
Vol. 72, No. 4

2007
Min Ding, "A Theory of Intraperson Games"
Vol. 71, No. 2 

2006
Eyal Biyalogorsky, William Boulding, and Richard Staelin, "Stuck in the Past: Why Managers Persist with New Product Failures
Vol. 70, No. 2

2005
Deborah J. MacInnis and Gustavo E. de Mello, "The Concept of Hope and Its Relevance to Product Evaluation and Choice"
Vol. 69, No. 1

2004
Stephen L. Vargo and Robert F. Lusch, "Evolving to a New Dominant Logic for Marketing"
Vol. 68, No. 1

2003
Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin, "Revenue Premium as an Outcome Measure of Brand Equity"
Vol. 67, No. 4 

2002
Stefan Stremersch and Gerard J. Tellis, "Strategic Bundling of Products and Prices: A New Synthesis for Marketing"
Vol. 66, No. 1  

2001
P. Rajan Varadarjan, Satish Jayachandran, and J. Chris White, "Strategic Interdependence in Organizations: Deconglomeration and Marketing Strategy"
Vol. 65, No. 1

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

Rajesh K. Chandy and Gerard J. Tellis, "The Incumbent's Curse? Incumbency, Size, and Radical Product Innovation"
Vol. 64, No. 3

 

1999
Susan Fournier and David Glen Mick, "Rediscovering Satisfaction"
Vol. 63, No. 4  

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
Aric Rindfleisch and Jan B. Heide, "Transaction Cost Analysis: Past, Present, and Future Applications"
Vol. 61, No. 4

1996
Richard A. Spreng, Scott B. MacKenzie, and Richard W. Olshavsky, "A Reexamination of the Determinants of Consumer Satisfaction"
Vol. 60, No. 3

1996
Robert F. Lusch and James R. Brown, "Interdependency, Contracting and Relational Behavior in Marketing Channels"
Vol. 60, No. 3

1995
Shelby D. Hunt and Robert M. Morgan, "The Comparative Advantage Theory of Competition"
Vol. 59, No. 2

1994
George S. Day, "The Capabilities of Market-Driven Organizations" 

1993
Kevin Lane Keller, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" 

1992
Peter Dickson, "Toward a General Theory of Competitive Rationality" 

1991
Rashi Glazer, "Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset" 

1990
Vijay Mahajan, Eitan Muller, and Frank Bass, "New Product Diffusion Models in Marketing: A Review and Directions for Research" 

1989
Mary Lambkin and George S. Day, "Evolutionary Processes in Competitive Marketing: Beyond the Product Life Cycle" 

1988 
Valarie Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence" 

1987
Orville C. Walker Jr. and Robert W. Ruekert, "Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework" 

1986
Thomas S. Robertson and Herbert Gatignon, "Competitive Effects on Technology Diffusion" 

1985
Johan Arndt, "On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving" 

1984
Richard P. Bagozzi, "A Prospectus for Theory Construction in Marketing" 

1983
Shelby D. Hunt, "General Theories and the Fundamental Explananda of Marketing" 

1982
Paul F. Anderson, "Marketing, Strategic Planning, and the Theory of the Firm" 

1981
Sidney J. Levy,  "Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior" 

1980
Robert P. Leone and Randall L. Schultz, "A Study of Marketing Generalizations" 

1980
Louis W. Stern and Torger Reve, "Distribution Channels as Political Economies: A Framework for Comparative Analysis" 

1979
James R. Bettman, "Memory Factors in Consumer Choice: A Review" 

1978
Jacob Jacoby, "Consumer Research: A State of the Art Review" 

1977
Robert Bartels and Roger L. Jenkins, "Macromarketing" 

1976
Shelby D. Hunt, "The Nature and Scope of Marketing" 

1975
David M. Gardner, "Deception in Advertising: A Conceptual Approach" 

1974
W.T. Tucker, "Future Directions in Marketing Theory"  ​​

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