蹤獲扦夥厙

Journal of Marketing News, May 2022

Introduction

Updates from JM

POSTING TYPE: Journal News

Author: Christine Moorman

Recently Accepted Papers Forthcoming in the Journal of Marketing: for a full list


Johannes Boegershausen, Hannes Datta, Abhishek Borah, and Andrew T. Stephen


Giuseppe Musarra, Matthew J. Robson, and Constantine S. Katsikeas


Jinjie Chen, Alison Jing Xu, Maria A. Rodas, and Xuefeng Liu

Jan B. Heide, Simon J. Bell and Paul Tracey


Pierre-Yann Dolbec, Zeynep Arsel, and Aya Aboelenien


Stijn Maesen and Lien Lamey


Craig J. Thompson and Ankita Kumar


Phyllis Xue Wang, Yijie Wang, and Yuwei Jiang

Register to attend the next Journal of Marketing Webinar: May 17, 2022 from 1-2PM EasternHow to Conduct Marketing Research with Quasi-Experiments

Quasi-experimental methods have been widely applied in marketing to explain changes in consumer behavior, firm behavior, and market-level outcomes. The purpose of these methods is to determine the presence of a causal relationship in the absence of experimental variation. A new in the Journal of Marketing by Goldfarb, Tucker, and Wang offers guidance on how to successfully conduct research in marketing with quasi-experiments and this webinar will offer insights on key topics important to their use.

This webinar, featuring Avi Goldfarb (University of Toronto) and Yanwen Wang (University of British Columbia) will examine the use and usefulness of quasi-experimental methods for marketing by identifying the marketing settings and data where quasi-experimental methods are useful. It will then outline how to structure an empirical strategy that allows researchers or analysts to identify a causal relationship between a marketing action and an outcome using methods such as difference-in-differences, regression discontinuity, instrumental variables, propensity score matching, synthetic control, and selection bias correction. The importance of understanding and communicating the assumptions underlying the assertion of causality and establishing the generalizability of the findings will also be discussed. Finally, the webinar will explore how identification of the behavioral mechanismwhether individual, organizational, or market-levelcan reinforce arguments of causality.

Journal of Marketing Articles in the News

Entrepreneur, , based on by Lei Jia, Xiaojing Yang, and Yuwei Jiang

Wall Street Journal, , based on by Aaron M. Garvey, TaeWoo Kim, and Adam Duhachek

Fast Company, , based on by Nailya Ordabayeva, Lisa A. Cavanaugh, and Darren W. Dahl

Harvard Business Review, , based on by Yong-Chin Tan, Sandeep R. Chandukala, and Srinivas K. Reddy

Celebrate Journal of Marketing Awards

Three best paper awards are given each year. The editors congratulate the winners and finalists, while thanking the selection committees and all ERB members and AEs who participated in the nomination process. These winning papers will be honored at the Summer 蹤獲扦夥厙 Academic Conference. A complete set of winners and finalists for all awards can be found here.

2022 Sheth Foundation/Journal of Marketing Award

The winners of the 2022 Sheth Foundation/Journal of Marketing Award are Kelly D. Martin (Colorado State University), Abhishek Borah (INSEAD), and Robert W. Palmatier (University of Washington) for their article, , published in Volume 81 of the Journal of Marketing.

This award honors an article published inJournal of Marketingthat has made long-term contributions to the field of marketing.An article is eligible for consideration to receive the award in the fifth year after its publication. The criteria for selection include the quality of the articles contribution to theory and practice, its originality, its technical competence (if relevant), and its impact on the field of marketing.

The selection committee, comprised of (chair), , and noted, We are delighted to recognize Kelly, Abhishek, and Robs article as the winner of this prestigious award. It is deserving because of the many contributions it makes to the marketing discipline. The committee pointed to four facets of the papers contribution. First, the article deals with a topic of current and growing importance, not just to firms but also to customers and regulators. Second, the article identifies four different types of data vulnerabilitiesaccess, breach, spillover, and manifestand points to their distinct implications for customers as well as firms. Third, it delineates the mechanisms through which data vulnerabilities lead to negative customer responses and highlights the actions firms can take to ameliorate these negative effects. Fourth, the article uses multiple lab studies complemented by archival data to bolster the validity of its findings. The paper was a finalist for the Shelby D. Hunt/Maynard Award as well as the MSI/H. Paul Root Award, two strong indicators of its contributions to theory as well as practice. Moreover, it has been featured in the Harvard Business Review, and is the most cited among all papers published in the Journal of Marketing in 2017. While celebrating the winner, the Committee acknowledged the strength and impact of all the finalists for the award and noted that this made selecting a winner a difficult task.

The 2022 finalists for the award were:

  • Datta Hannes, Kusum L. Ailawadi, and Harald J. van Heerde (2017),
  • Colleen M. Harmeling, Robert W. Palmatier, Eric (Er) Fang, and Dainwen Wang (2017),
  • Amna Kirmani, Rebecca W. Hamilton, Debora V. Thompson, and Shannon Lantzy (2017),
  • Daniel M. McCarthy, Peter S. Fader, and Bruce G.S. Hardie (2017),
  • Yuchi Zhang, Michael Trusov, Andrew T. Stephen, and Zainab Jamal (2017),

2021 Shelby D. Hunt/Harold H. Maynard Award

The Hunt/Maynard Award recognizes the 2021 Journal of Marketing article that has made the most significant contribution to marketing theory. The winners of the 2021 Shelby D. Hunt/Harold H. Maynard Award are Joseph Nunes (University of Southern California), Andrea Ordanini (Bocconi University) and Gaia Giambastiani Vrije Universiteit Amsterdam) for their article , published in Volume 85 of the Journal of Marketing.

Authenticity is undoubtedly one of the cornerstones of contemporary marketing. As a result, research in marketing and related fields involving authenticity as construct has proliferated over time. As an unintended consequence of this proliferation, however, authenticity accumulated different interpretations, leading to conceptual ambiguity and making it a construct ripe for conceptual reconstruction. In this research, the reconceptualization of authenticity emerges from a multimethod process leveraging data from more than 3,000 consumers across no fewer than 17 types of consumption experiences. The paper conceives authenticity as it pertains to consumption as a holistic consumer assessment determined by six component judgments (accuracy, connectedness, integrity, legitimacy, originality, and proficiency) whereby the role of each component can change according to the consumption context.

The selection committee, comprised of (JM Editor and chair), and noted, This paper was selected from among an excellent set of very diverse finalists. We are delighted to recognize Joe, Andrea and Gaias article as the winner of this prestigious award. Based on a very thorough qualitative and quantitative research approach involving consumers and managers, and using persuasive theoretical reasoning, this innovative article makes a convincing case that authenticity is a formativerather than reflectiveconstruct. The six authenticity dimensions offer brand managers valuable insights to enhance the authenticity of their offerings, depending on the consumption context.

The selection committee also note the strong methodological contribution of the paper: The generation and operationalization of new constructs is pervasive in marketing. In contrast, almost no attention or effort is dedicated to revising existing concepts. Over time, concepts tend to accumulate different interpretations and meanings, frequently resulting in conceptual ambiguity. These concepts need to be challenged and revised to ensure their clear and consistent use in the field. We believe many concepts in marketing would benefit from being reconceptualized and this work offers a roadmap for doing so, from the qualitative methods the authors use to derive a concepts definitional perimeter, to the quantitative methods they use to validate it.

The other finalists for the award were:

  • Stephen J. Anderson, Pradeep Chintagunta, Frank Germann, Naufel Vilcassim (2021),
  • Elham Ghazimatin, Erik A. Mooi, Jan B. Heide (2021)
  • Justin M. Lawrence, Lisa K. Scheer, Andrew T. Crecelius, Son K. Lam (2021),
  • Joann Peck, Colleen P. Kirk, Andrea W. Luangrath, Suzanne B. Shu (2021),
  • Madhubalan Viswanathan, Nita Umashankar, Arun Sreekumar, Ashley Goreczny (2021),

2021 蹤獲扦夥厙/Marketing Science Institute/H. Paul Root Award

The winners of the 2021 蹤獲扦夥厙/MSI/Paul Root Award are Stephen J. Anderson, Pradeep Chintagunta, Frank Germann, and Naufel Vilcassim for their article , published in Volume 85 of the Journal of Marketing in the special issue on Better Marketing for a Better World. This annual award is given to the article that has made the most significant contribution to the advancement of the practice of marketing in a calendar year. It is cosponsored by the 蹤獲扦夥厙 and the Marketing Science Institute and honors past 蹤獲扦夥厙 Board Chair H. Paul Root who also served as president of MSI from 1990 to 1998.

Entrepreneurship has been touted as an antidote to poverty in the developing world. Entrepreneurs create employment, spur innovation, and empower individuals. Most academic work in the area has focused on financing and innovation as routes to entrepreneurial success. Largely ignored has been the role of marketing expertise in business success. Anderson and coauthors partnered with a UK nonprofit on an ambitious multiyear randomized field experiment comparing a control group of entrepreneurs with no access to outside business mentors versus entrepreneurs paired with either marketing mentors, consultant mentors, or mentors from other fields of business. The authors found that access to marketing mentors significantly and positively impacted the entrepreneurs firm growth by 32.5% on average, as measured in monthly sales and profits, total assets, and paid employees. Why did marketer volunteer mentors create more growth than mentors from other areas of business? The authors show that marketers focus entrepreneurs on product differentiation, allowing them to charge a price premium that could not be supported without that differentiation.

The selection committee, comprised of (MSI Executive Director and chair), , (JM Coeditor Designate), and We are delighted to recognize Steve, Pradeep, Frank, and Naufel as winners of this prestigious award. This paper ticks all the boxes: it addresses a fundamental marketing question in an entrepreneurial context that matters for millions of people living in poverty. We admired the powerful causal evidence of entrepreneurship as a tool to fight poverty in Uganda, and for bringing marketing to the table. We were also impressed with linguistic analysis to uncover the theoretical underlying mechanismhelping entrepreneurs differentiate their offerings in an undifferentiated marketplace.

The work has had significant real-world impact. Supporting materials for the nomination came from the Lead Economist at the World Bank, who said, I am very familiar with this research study and its findings. As the authors point out, in the past, organizations such as mine (but also others) did not give marketing and marketers much thought as they designed business support interventions to fight poverty in developing countries. However, the Do Marketers Matter for Entrepreneurs? article has significantly changed our thinking regarding the importance of the marketing function in driving firm growth and, in turn, the role that marketers can play in helping emerging market entrepreneurs to succeed.

The selection committee also praised the other papers that were finalists for the award, three of which also came from the Better Marketing for a Better World special issue.

The other finalists for the award were:

  • Joann Peck, Colleen P. Kirk, Andrea W. Luangrath, Suzanne B. Shu (2021),
  • Nicole Robitaille, Nina Mazar, Claire Tsai, Avery Haviv, and Elizabeth Hardy (2021),
  • Roland Rust, William Rand, Ming-Hui Huan, Andrew Stephen, Gillian Brooks, and Timur Chabuk (2021), .
  • Madhubalan Viswanathan, Nita Umashankar, Arun Sreekumar, and Ashley Goreczny (2021),
  • Wanqing Zhang, Pradeep Chintagunta, and Manohar Kalwani (2021),

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