News
Prof. Werner J. Reinartz wins the 2011 Sheth Foundation/Journal of Marketing Award
Award honors articles with long-term contributions to the discipline of marketing
Werner J. Reinartz and V. Kumar are the recipients of the 2011 Sheth Founda-tion/Journal of Marketing Award for their article, “The Impact of Customer Relation-ship Characteristics on Profitable Lifetime Duration,” which appeared in the January 2003 (Vol. 67, No. 1) issue of the Journal of Marketing (JM). The award is administered through the American Marketing Association Foundation. Nominations for the award were solicited from members of the JM Editorial Review Board, and a committee of former journal editors—David W. Stewart (chair), Ruth Bolton, and Ajay Kohli —made the selection. The award recognizes scholarship based on the benefits of time and hindsight and acknowledges contributions and outcomes made to marketing theory and practice. This year, the committee considered all articles published in JM be-tween 2002 and 2006. The committee also weighs information obtained from nomi-nation letters and citation analyses. The Sheth Foundation/Journal of Marketing Award was established through the generosity of the Sheth Foundation. The criteria for selection include the quality of the article’s contribution to theory and practice, the article’s originality, its technical competence, and its impact on the field of mar-keting. Articles eligible for the award must have been published at least five years but not more than ten years earlier.
In the opinion of the selection committee, this article has had significant impact on the field. As one nomination stated, “This ground-breaking paper lifts relationship marketing out of the depths of esotericism by empirically measuring customer life-time duration in a non-contractual setting.” Another nomination noted, “Another reflection of why this paper has had significant impact on the field is because it ad-dresses the critical marketing decision of which consumers to target and for how long to target them. From a managerial perspective this is probably the strongest reason why this paper is deserving of the Sheth Award.” Finally, one nomination ob-served that the paper “created research tributaries that diverged into several sepa-rate areas such as: (1) customer loyalty; (2) driver-based studies on maximizing cus-tomer profitability (i.e. CLV); (3) optimal allocation of resources across customers, channels and over time; (4) customer intervention strategies; (5) customer acquisition and retention studies; (6) product returns behavior; and (7) cross buying behavior, among others.” The committee believed that the significant impact of the article on both scholarly research and marketing practice made it a worthy selection for the Sheth Foundation/Journal of Marketing Award.
Internet:
www.reinartz.uni-koeln.de/Team/team_en.asp
Contact:
Prof. Dr. Werner J. Reinartz,
Tel.: 0221-470 5751
