ÂÜÀòÉç¹ÙÍø MASSIG Lifetime Achievement
Introduction
CB Bhattacharya is the Recipient of the 2026 ÂÜÀòÉç¹ÙÍø MASSIG Lifetime Achievement Award
INTEREST CATEGORY: MARKETING AND SOCIETY
POSTING TYPE: Awards
Posted by: Shelly Rathee
CB Bhattacharya is the Recipient of the 2026 ÂÜÀòÉç¹ÙÍø MASSIG Lifetime Achievement Award
The Marketing and Society Special Interest Group (MASSIG) of the ÂÜÀòÉç¹ÙÍø is pleased to announce that Professor CB Bhattacharya (CB), Professor of Marketing and Professor of Organizations and Entrepreneurship at the Katz Graduate School of Business, University of Pittsburgh, is the recipient of the 2026 ÂÜÀòÉç¹ÙÍø MASSIG Lifetime Achievement Award.
This award honors scholars who have contributed a significant body of work developing and advancing research in the Marketing and Society, Public Policy, and Marketing Ethics arenas, and who exemplify outstanding scholarship across these fields. CB’s record across more than three decades is a singular achievement in exactly that spirit. His scholarship on corporate social responsibility, sustainability, and stakeholder marketing has advanced how the field thinks, and made a compelling case for how responsible marketing practices can simultaneously generate firm value and address pressing social and environmental challenges.
With over 53,000 citations, recognition as a Web of Science Highly Cited Researcher, and a place among the top 50 cited marketing scholars, his record of scholarly impact stands on its own terms. His work has appeared in the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of the Academy of Marketing Science, and other leading outlets and has received multiple honors for long-term research impact.
CB’s contributions extend well beyond his own scholarship. He founded the Center for Sustainable Business at the University of Pittsburgh and the Sustainable Business Roundtable at ESMT Berlin, and created the Stakeholder Marketing Consortium with support from the Aspen Institute in 2007. He also served on the ÂÜÀòÉç¹ÙÍø’s Academic Council from 2004 to 2006, contributing to the work that led to the landmark expanded definition of marketing adopted in 2007. His books, including Small Actions, Big Difference (Routledge, 2019), have reached graduate students, executives, and practitioners around the world.
In selecting CB, MASSIG is honored to welcome him into a distinguished line of recipients that includes Alan Andreasen, William Wilkie, Paul Bloom, Patrick Murphy, Gene Laczniak, Ron Hill, Debra Scammon, David Stewart, Mike Mazis, Jerome Williams, Craig Andrews, Scot Burton, Madhu Viswanathan, Julie Ozanne, Laura Peracchio, Cliff Shultz, and Sonya Grier. Each of these scholars has made a lasting and distinctive contribution to Marketing and Society research, and MASSIG is proud that CB now joins their ranks.
The award will be presented at the ÂÜÀòÉç¹ÙÍø Marketing and Public Policy Conference (MPPC) in Ottawa in May this year, where CB will be celebrated at a MASSIG special session.
ÂÜÀòÉç¹ÙÍø MASSIG Team
Shashi Matta (Chair)
Shelly Rathee (Co-chair, Lifetime Achievement and Emerging Scholar Awards)
Verónica MartÃn Ruiz and Ayan Ghosh Dastidar (Co-chairs, Doctoral Scholarship Award)
Ben Beck (Co-chair, Communications)