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Luo, Anita and V. Kumar (2013), “Recovering Hidden Buyer–Seller Relationship States to Measure the Return on Marketing Investment in Business-to-Business Markets,” , (50)1, 143-160, [doi:].

Anita Luo’s paper coauthored with her dissertation Chair, V Kumar, published in the 2013 February issue of Journal of Marketing Research, was selected as the winner of the 2014 Don Lehmann Award. This award is given for the best dissertation based paper published in the past two years in Journal of Marketing/Journal of Marketing Research. A committee comprised of past award winners, current and past MRSIG members selected the winner.

According to the nominator of this paper, "This study solved an important business to business challenge, and showed that marketing contacts have a heterogeneous long-term and short-term impact on customers’ purchasing behavior through recovering the buyer-seller relationship states and capturing heterogeneity. The paper also showed methodological sophistication by precisely recovering the hidden customer relationship states through recursive Forward-Backward algorithms. The model developed by the authors, provides practical guidance to business-to-business marketers in allocating marketing resources in terms of who to contact, when to contact, and how to contact based on information gained from the model."

Congratulations to the authors!!!