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Shelby D. Hunt/Harold H. Maynard Award

Shelby D. Hunt/Harold H. Maynard Award

AMAF Website Header Hunt Maynard

Established in 1974 under the leadership of Journal of Marketing editor in chief Edward W. Cundiff, the Harold H. Maynard Award was established to honor the best Journal of Marketing article on marketing theory. The award was renamed the Shelby D. Hunt/Harold H. Maynard Award in 2015 to honor three-time award recipient Shelby D. Hunt, who led the establishment of an endowment to secure the award in perpetuity. This annual award continues to recognize articles published in the Journal of Marketing that make the most significant contributions to marketing theory in a given calendar year.


Recognizes the Journal of Marketing article that makes the most significant contribution to marketing theory and thought within the calendar year.


  • A vote by Journal of Marketing’s ERB, AE, and Advisory Committee members will be conducted on all eligible articles (listed in order of appearance in an online survey along with abstracts). Each voter can select up to five articles. Editorials, commentaries, or other invited articles are not eligible for this award.
  • Articles 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 article will be asked to write a 750-word statement in support of their article’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

Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. Van Heerde, Darren S.U. Kim, and Joseph W. Alba, “Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation
+Award Announcement
Julian R.K. Wichmann, Nico Wiegand, and Werner J. Reinartz, “The Platformization of Brands
+Award Announcement
Joseph Nunes, Andrea Ordanini, and Gaia Giambastiani, “The Concept of Authenticity: What It Means to Consumers
+ Award Announcement
Anton Siebert, Ahir Gopaldas, Andrew Lindridge, and Cláudia Simões, “Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals
+ Award Announcement
Sven Molner, Jaideep C. Prabhu, and Manjit S. Yadav, “Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies
+ Award Announcement
Nathaniel N. Hartmann, Heiko Wieland, and Stephen L. Vargo
Converging on a New Theoretical Foundation for Selling
+ Award Announcement
Colleen M. Harmeling, Robert W. Palmatier, Eric (Er) Fang, and Dianwen Wang, “Group Marketing: Theory, Mechanisms, and Dynamics”

Cait Lamberton and Andrew T. Stephen
“A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry”

Christian Homburg, Martin Schwemmie, and Christina Kuehnl
“New Product Design: Concept, Measurement and Consequences”

Goutam Challagalla, Brian Murtha, and Bernard Jaworski
“Marketing Doctrine: A Principles-Based Approach to Guiding Marketing Decision Making in Firms”

Gal Oestreicher-Singer, Barak Libai, Liron Sivan, Eyal Carmi, and Ohad Yassin
“The Network Value of Products​”

Peter N. Golder, Debanjan Mitra, Christine Moorman
“What Is Quality? An Integrative Framework of Processes and States”

Crina O. Tarasi, Ruth N. Bolton, Michael D. Hutt, & Beth A. Walker
“Balancing Risk and Return in a Customer Portfolio”

Manjit S. Yadav
“The Decline of Conceptual Articlesand Implications for Knowledge Development”

Peter C. Verhoef and Peter S.H. Leeflang
“Understanding the Marketing Department’s Influence Within the Firm”

Robert Palmatier
“Interfirm Relational Drivers of Customer Value”
Min Ding
“A Theory of IntrapersonGames”

Eyal Biyalogorsky, William Boulding, and Richard Staelin
“Stuck in the Past: Why Managers Persist with New Product Failures”

Deborah J. MacInnis and GustavoE. de Mello, “The Concept of Hope and Its Relevance to Product Evaluation and Choice”

Stephen L. Vargo and Robert F. Lusch
“Evolving to a New Dominant Logic for Marketing”

Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin
“Revenue Premium as an Outcome Measure of Brand Equity”
Stefan Stremersch and Gerard J. Tellis
“Strategic Bundling of Products and Prices: A New Synthesis for Marketing”

P. Rajan Varadarjan, Satish Jayachandran, and J. Chris White
“Strategic Interdependence in Organizations: Deconglomeration and Marketing Strategy”

Amna Kirmani and Akshay R. Rao, “No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality”
Rajesh K. Chandy and Gerard J. Tellis
“The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation”

Susan Fournier and David Glen Mick, “Rediscovering Satisfaction”

Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey
“Market-Based Assets and Shareholder Value: A Framework for Analysis”

Aric Rindfleisch and Jan B. Heide “Transaction Cost Analysis: Past, Present, and Future Applications”

Richard A. Spreng, Scott B. MacKenzie, and Richard W. Olshavsky
“A Reexamination of the Determinants of Consumer Satisfaction”

Robert F. Lusch and James R. Brown
“Interdependency, Contracting and Relational Behavior in Marketing Channels”
Shelby D. Hunt and Robert M. Morgan, “The Comparative Advantage Theory of Competition”
George S. Day
“The Capabilities of Market-Driven Organizations”
Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”
Peter Dickson
“Toward a General Theory of Competitive Rationality”
Rashi Glazer
“Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset”
Vijay Mahajan, Eitan Muller, and Frank Bass
“New Product Diffusion Models in Marketing: A Review and Directions for Research”
Mary Lambkin and George S. Day
“Evolutionary Processes in Competitive Marketing: Beyond the Product Life Cycle”
Valarie Zeithaml
“Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”
Orville C. Walker Jr. and Robert W. Ruekert
“Marketing’s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework”
Thomas S. Robertson and Herbert Gatignon
“Competitive Effects on Technology Diffusion”
Johan Arndt
“On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving”
Richard P. Bagozzi
“A Prospectus for Theory Construction in Marketing”
Shelby D. Hunt
“General Theories and the Fundamental Explananda of Marketing”
Paul F. Anderson
“Marketing, Strategic Planning, and the Theory of the Firm”
Sidney J. Levy
“Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior”
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”
James R. Bettman
“Memory Factors in Consumer Choice: A Review”
Jacob Jacoby, “Consumer Research: A State of the Art Review”
Robert Bartels and Roger L. Jenkins
Shelby D. Hunt
“The Nature and Scope of Marketing”
David M. Gardner
“Deception in Advertising: A Conceptual Approach”
W.T. Tucker
“Future Directions in Marketing Theory” ​​