Research Resources

Robert D. Buzzell MSI Best Paper Award

The MSI Best Paper Award was instituted in 1993 to honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought. It also serves to signal the kind of writing and research that is of lasting value to corporate marketing executives. Each year the award is given for the best MSI paper issued during the calendar year two years previous. This delay exists to allow sufficient time to assess the impact of each paper on the field of marketing.

Using a two-stage process, an advisory panel, consisting of Executive Committee members as well as current and past executive directors and academic trustees, nominates four to six papers for the award. Criteria for the nomination process include quality of the conceptual framework, quality of the support for the framework, potential impact on MSI companies, and potential impact on subsequent academic research. A ballot is then sent to all MSI Trustees to determine the winner.

In 2002, the award was renamed the Robert D. Buzzell MSI Best Paper Award to honor the contributions of Professor Robert Buzzell, who had a long-standing association with the Marketing Science Institute, and served as Executive Director from 1968-72.

2017

When and How Does Board-Level Marketing Experience Impact Firm Performance?
by Kimberly A. Whitler, Ryan Krause, and Donald R. Lehmann
Working Paper, MSI Report No. 15-109

   

2016

Consequences of Customer Engagement: How Customer Engagement Alters the Effects of Habit-, Dependence-, and Relationship-Based Intrinsic Loyalty
by Conor Henderson, Lena Steinhoff, and Robert Palmatier
Working Paper, MSI Report No. 14-121

   

2015

Do Online Behavior Tracking or Attitude Survey Metrics Drive Brand Sales? An Integrative Model of Attitudes and Actions on the Consumer Boulevard
by Koen Pauwels and Bernadette van Ewijk
Working Paper, MSI Report No. 13-118

   

2014

Social Media Intelligence: Measuring Brand Sentiment from Online Conversations
by David A. Schweidel, Wendy W. Moe, and Chris Boudreaux
Working Paper, MSI Report No. 12-100

   

2013

Distinguishing among Mechanisms of Social Contagion in New Product Adoption: Framework and Illustration
by Raghuram Iyengar, Christophe Van den Bulte, and Jeonghye Choi
Working Paper, MSI Report No. 11-119

 

2012

The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin
by Florian Stahl, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin
Working Paper, MSI Report No. 10-116

 

2011

Assessing the Total Financial Performance Impact of Marketing Assets with Limited Time-series Data: A Method and an Application to Brand Equity Research
by Natalie Mizik
Working Paper, MSI Report No. 09-116

 

2010

Expanding the Role of Marketing: From Customer Equity to Market Capitalization
by V. Kumar and Denish Shah
Working Paper, MSI Report No. 08-113

 

2009

As Time Goes By: Warm Intentions and Cold Feet for Really New versus Incrementally New Products
David Alexander, John Lynch, and Qing Wang
Working Paper, MSI Report No. 07-112

 

2008

Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation
Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry, Jr.
Working Paper, MSI Report No. 06-107

 

2007

Aligning the Organization with the Market
George S. Day
Working Paper, MSI report No. 05-110

Customer Perceptions of Product Quality: A Longitudinal Study
Debanjan Mitra and Peter N. Golder
Working Paper, MSI report No. 05-120

 

2006

Advertising Spending and Market Capitalization
Amit Joshi and Dominique M. Hanssens
Working Paper, MSI report No. 04-110

 

2005

Can Marketing Regain Its Seat at the Table?
Frederick E. Webster, Jr., Alan J. Malter, and Shankar Ganesan
Working Paper, MSI report No. 03-113

Branding Strategy and the Intangible Value of the Firm
Vithala R. Rao, Manoj K. Agarwal, and Denise Dahlhoff
Working Paper, MSI report no. 03-126

 

2004

What Is the True Value of a Lost Customer?
John E. Hogan, Katherine N. Lemon, and Barak Libai
Working Paper, MSI report no. 02-108

2003

Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions
Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml
Working Paper, MSI report no. 01-108

Valuing Customers
Sunil Gupta, Donald R. Lehmann, and Jennifer Ames Stuart
Working Paper, MSI report no. 01-119

 
 

2002

Getting Returns from Service Quality: Is the Conventional Wisdom Wrong?
Roland T. Rust, Christine Moorman, and Peter R. Dickson
Working Paper, MSI report no. 00-120

 

2001

Electronic Shopping for Wine: How Search Costs Affect Consumer Price Sensitivity, Satisfaction with Merchandise, and Retention
John G. Lynch, Jr. and Dan Ariely
Working Paper, MSI report no. 99-104

The Primacy of the Idea Itself as a Predictor of New Product Success
Jacob Goldenberg, Donald R. Lehmann, and David Mazursky
Working Paper, MSI report no. 99-110

 

2000

Managing Advertising and Promotion for Long-run Profitability
Kamel Jedidi, Carl F. Mela, and Sunil Gupta
Working Paper, MSI report no. 98-132

 

1999

Market-based Assets and Shareholder Value:
A Framework for Analysis

Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey
Working Paper, MSI report no. 97-119

 

1998

The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice
Carl F. Mela, Sunil Gupta, and Donald R. Lehmann
Working Paper, MSI report no. 96-127

 

1997

Modeling and Measuring Product Development Cycle Time Across Industries
Abbie Griffin
Working Paper, MSI report no. 95-117

 

1996

Market Oriented Isn't Enough Build a Learning Organization
Stanley F. Slater and John C. Narver
Commentary, MSI report no. 94-103

 

1995

The Capabilities of Market-Driven Organizations
George S. Day
Commentary, MSI report 93-123

 

1994

Do Pioneers Really Have Long-Term Advantages?
A Historical Analysis

by Peter N. Golder and Gerard J. Tellis
Working Paper, MSI report no. 92-124

 

1993

The Changing Role of Marketing in the Corporation
by Frederick E. Webster
Commentary, MSI report no. 91-127

Learning About Markets
by George S. Day
Commentary, MSI report no. 91-117