Robert D. Buzzell MSI Best Paper Award
The 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 of 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. The Awards Committee then solicits and reviews member input to select the winning paper.
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.
2023
Millennials and the Take-Off of Craft Brands: Preference Formation in the U.S. Beer Industry
by Bart J. Bronnenberg, Jean-Pierre Dubé and Joonhwi Joo
2022
Do Offline and Online Go Hand in Hand? Cross-Channel and Synergy Effects of Direct Mailing and Display Advertising
by Peter Verhoef, Lisan Lesscher, and Lara Lobschat
2021
Measuring the Impact of a Single Negative Consumer Review on Online Search and Purchase Decisions Through a Quasi-Natural Experiment
by Marton Varga and Paulo Albuquerque
Right Metric for the Right Decision: A Behavioral Model to Infer Metric Effectiveness in Managerial Marketing-Mix Decision-Making
by Ofer Mintz, Timothy J. Gilbride, Peter Lenk, and Imran S. Currim
2020
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
by Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky
How Incentives Shape Strategy: The Role of CMO and CEO Equity Compensation in Inducing Marketing Myopia
by Martin Artz and Natalie Mizik
2019
The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making
by Ryan Hamilton and Uma R. Karmarkar
Working Paper, MSI Report No. 17-109
2018
The Dark Side of Big Data’s Effect on Firm Performance
by Kelly D. Martin, Abhishek Borah, and Robert W. Palmatier
Working Paper, MSI Report No. 16-104
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