MR SIG Don Lehmann Award
Introduction
Two dissertation based articles by Anindita Chakravarty, Rajdeep Grewal and Sundar Sarang, V. Kumar, Zhao Yi are joint winners of 2017 ÂÜÀòÉç¹ÙÍø Marketing Research SIG Lehmann Award
The Marketing Research SIG Award Committee has selected Anindita Chakravarty, Rajdeep Grewal AND Sundar Sarang, V. Kumar, Zhao Yi as the co-recipients of the 2017 Lehmann Award for best dissertation based article published in Journal of Marketing and Journal of Marketing Research.
The Lehmann Award, established in 1997 in honor of Dr. Donald R. Lehmann, Professor of Marketing at Columbia University recognizes the Best Dissertation-based Article published in the Journal of Marketing or Journal of Marketing Research. This annual award is nominated by any member of the academic community and voted on by the MRSIG Awards Committee. This year’s three member award committee included senior marketing scholars who are past winners of the Lehmann Award and current/past editors/co-editors of the Journal of Marketing and Journal of Marketing Research. Among the many quality nominations received this year, the committee selected the following two dissertation based articles as joint-winners of the award:
Chakravarty, Anindita and Rajdeep Grewal (2016), “Analyst Earning Forecasts and Advertising and R&D Budgets: Role of Agency Theoretic Monitoring and Bonding Costs,” Journal of Marketing Research, 53(4), 580-596.
According to the nomination(s) of this article,
“Results from a panel data set of 515 firms and a hierarchical Bayesian model provides firm-level coefficients and shows that both artificially imposed incentives on managers (monitoring costs) as well as personal career management concerns (bonding costs) moderate the extent to which managers react to analyst forecasts. Specifically, (1) bonus versus equity proportion of CEO compensation enhances the likelihood, (2) output experience of CEOs decreases the likelihood, (3) throughput experience of CEOs increases the likelihood, and (4) increasing levels of marketing and R&D intensity decreases the likelihood of managers reacting to analyst forecasts with unanticipated decreases in advertising and R&D budgets. The results also show that the unanticipated adjustments in advertising and R&D budgets adversely affect long term firm returns and risk.”
Sunder, Sarang, V. Kumar, and Yi Zhao (2016), “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods Industry,” Journal of Marketing Research, 53(6), 901-921.
According to the nomination(s) of this article,
“From an academic perspective, this research is the first to implement a CRM based marketing approach to a CPG setting. Some of the main contributions of this research are as follows,
- First ‘structural’ approach to modeling CLV in the CPG setting and therefore provides a long-term, customer-centric view of the consumer.
- Explicitly accounts for the multiple discreteness issues and heavy brand switching in the CPG context.
- Provides a better understanding budget constraints in the CPG context. Specifically, how to infer the consumer’s budget constraint at the individual level without surveys.
- Lastly, leverages the structural approach to conduct managerially relevant policy simulations without having to conduct expensive field studies.”
The winners will be recognized at the MR SIG reception during 2017 Summer ÂÜÀòÉç¹ÙÍø Conference in San Francisco.
Tarun Kushwaha & Andrew Petersen
Co-Chairs, MR SIG
Previous ÂÜÀòÉç¹ÙÍø-MRSIG Don Lehmann Award Winners
- Joint Winners) V. Kumar, Xi (Alan) Zhang, Anita Luo AND Valeria Stourm, Eric T. Bradlow, Peter S. Fader
- Seshadri Tirunillai, Gerard J. Tellis
- Anita Luo, V. Kumar
- Joint Winners) Sanjay Puligadda, Bill Ross, Rajdeep Grewal AND Oliver Rutz, Randy Bucklin
- Andrew Stephen, Oliver Toubia
- Michael Trusov, Anand Bodapati, Randy Bucklin
- Andrew Petersen, V. Kumar
- Lan Luo, P.K. Kannan, Brian Ratchford
- Joseph Pancras, K. Sudhir
- Debora V. Thompson, Rebecca Hamilton, Roland Rust
- Rajkumar Venkatesan, V. Kumar
- Peter Verhoef
- Kay Lemon, Tiffany White, Russ Winer
- Vanitha Swaminathan, Richard Fox, Srinivas Reddy
- Joint Winners) Werner Reinartz, V. Kumar AND Sanjeev Varki, Bruce Cooil, Roland Rust
- Venkatesh Shankar, Greg Carpenter, Lakshman Krishnaurthi
- K. Sivakumar, S.P. Raj
- Adam Finn, Ujwal Kayande
- V. Seenu Srinivasan, Chan Su Park