MSI/H. Paul Root Award Previous Winners 2008 Joseph Johnson and Gerard J. Tellis "Drivers of Success for Market Entry into India and China" Vol. 72, No. 3 2007 Timothy L. Keiningham, Bruce Cooil, Tor Wallin Andreassen, and Lerzan Aksoy, "A Longitudinal Examination of Net Promoter and Firm Revenue Growth Vol. 71, No. 3 2006 Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry Jr., "Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation Vol. 70, No. 4 2005 Werner J. Reinartz, Jacquelyn S. Thomas, and V. Kumar, "Balancing Acquisition and Retention Resources to Maximize Customer Profitability Vol. 69, No. 1 2004 Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml, "Return on Marketing: Using Customer Equity to Focus Marketing Strategy Vol. 68, No. 1 2003 Werner J. Reinartz and V. Kumar, "The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration" Vol. 67, No. 1 2002 Roland T. Rust, Christine Moorman, and Peter R. Dickson, "Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?" Vol. 66, No. 4 2001 Rakesh Niraj, Mahendra Gupta, and Chakravarthi Narasimhan, "Customer Profitability in a Supply Chain" Vol. 65, No. 3 2000 Lee G. Cooper, "Strategic Marketing Planning for Radically New Products" Vol. 64, No. 1
1999 (two awards given) Anil Menon, Sundar G. Bharadwaj, Phani Tej Adidam, and Steven W. Edison, "Antecedents and Consequences of Marketing Strategy Making: A Model and a Test" Vol. 63, No. 2 Ramarao Desiraju and Steven M. Shugan, "Strategic Service Pricing and Yield Management" Vol. 63, No. 1 1998 Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey, "Market-Based Assets and Shareholder Value: A Framework for Analysis" Vol. 62, No. 1 1997 Joseph Alba, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, and Stacy Wood, "Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces" Vol. 61, No.3 1996 Glen L. Urban, Bruce D. Weinberg, and John R. Hauser, "Premarket Forecasting of Really-New Products" Vol. 60, No.1 1995 Roland T. Rust, Anthony J. Zahorik, and Timothy L. Keiningham, "Return on Quality (ROQ): Making Service Quality Financially Accountable" Vol. 59, No. 2 1994 Stephen J. Hoch, Xavier Drèze, and Mary Purk, "EDLP, Hi-Lo, and Margin Arithmetic" 1993 Louis P. Bucklin and Sanjit Sengupta, "Organizing Successful Co-Marketing Alliances" 1992 Frederick E. Webster Jr., "The Changing Role of Marketing in the Corporation" 1991 Paul E. Green and Abba M. Krieger, "Segmenting Markets with Conjoint Analysis" 1990 Ajay K. Kohli and Bernard J. Jaworski, "Market Orientation: The Construct, Research Propositions and Managerial Implications"
1989 Stephen J. Hoch and John A. Deighton, "Managing What Consumers Learn From Experience" 1988 George S. Day and Robin Wensley, "Assessing Advantage: A Framework for Diagnosing Competitive Superiority" 1987 Robert Jacobson and David Aaker, "The Strategic Role of Product Quality" 1986 C. Whan Park, Bernard J. Jaworski, and Deborah J. MacInnis, "Strategic Brand Concept-Image Management" 1985 Robert Jackson and David Aaker, "Is Marketing Share All That It's Cracked Up to Be?" 1984 Rajendra K. Srivastava, Mark I. Alpert, and Allan D. Shocker, "A Customer-Oriented Approach for Determining Market Structures" 1983 Christopher H. Lovelock, "Classifying Services to Gain Strategic Marketing Insights" 1982 Paul F. Anderson, "Marketing, Strategic Planning and the Theory of The Firm" 1981 Robin Wensley, "Strategic Marketing: Betas, Boxes or Basics" 1981 Paul E. Green, J. Douglas Carroll, and Stephen M. Goldberg, "A General Approach to Product Design Optimization Via Conjoint Analysis" 1980 Frederick E. Webster Jr., "The Impact of Inflation Accounting on Marketing Decisions" 1979 John D.C. Little, "Decision Support Systems for Marketing Managers" 1978 Jean-Marie Choffray and Gary L. Lilien, "Assessing Response to Industrial Marketing Strategy" 1977 George S. Day, "Diagnosing the Product Portfolio"
1976 Henry J. Claycamp, "Planning Product Line Strategy: A Matrix Approach" 1975 Victor P. Buell, "The Changing Role of the Product Manager in Consumer Goods Companies" 1974 E.T. Grether, "Marketing and Public Policy: A Contemporary View" 1973 Yoram Wind, "A New Procedure for Concept Evaluation" 1972 Philip Kotler, "A Generic Concept of Marketing" 1971 Philip Kotler and Gerald Zaltman, "Social Marketing: An Approach to Social Change" 1970 David S.R. Leighton, "The Internationalization of American Business: The Third Industrial Revolution" 1969 Philip Kotler and Sidney J. Levy, "Broadening The Concept of Marketing" 1968 Charles S. Goodman, "Do the Poor Pay More?" 1967 E.T. Grether and Robert J. Holloway, "Impact of Government Upon the Market System" 1966 Joel Dean, "Does Advertising Belong in The Capital Budget?" 1965 Samuel G. Barton, "A Marketing Model for Short-Term Prediction of Consumer Sales" 1964 Ralph S. Alexander, "The Death and Burial of 'Sick' Products" 1963 (four awards given) John C. Maloney, "Is Advertising Believability Really Important?" Thomas E. Coffin, "A Pioneering Experiment in Assessing Advertising Effectiveness?" Paul E. Green, "Bayesian Decision Theory in Pricing Strategy"
Harry V. Roberts, "Bayesian Statistics in Marketing" 1962 Robert D. Buzzell and Charles C. Slater, "Decision Theory and Marketing Management" 1960 Alfred Politz, "The Dilemma of Creative Advertising" 1959 Irving S. White, "The Functions of Advertising in Our Culture" 1958 Pierre Martineau, "Social Classes and Spending Behavior" 1957 James A. Bayton, "Motivation, Cognition, Learning--Basic Factors in Consumer Behavior" 1956 Wendell R. Smith, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies" 1955 Robert Ferber, "Sales Forecasting by Sample Surveys"