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Practice Prize Report: The 2020 and 2022 ISMS Gary Lilien Practice Prize Competition

Author

Listed:
  • Lan Luo

    (Department of Marketing, University of Southern California, Los Angeles, California 90089)

  • Koen Pauwels

    (Department of Marketing, Northeastern University, Boston, Massachusetts 02115)

Abstract

This report summarizes the finalists of the INFORMS Society for Marketing Science (ISMS) Gary Lilien Marketing Science Practice Prize Competition, designed to identify, encourage, recognize, and reward the application of impactful marketing science to industry and noncommercial settings. These applications aim to showcase innovative and impactful examples of applications demonstrating the best of rigor and relevance that our profession produces. The 2020 winner described an application of corporate valuation with a customer-driven approach, whereas the 2022 winner reported a large-scale randomized controlled trial of the effect of front-of-pack labels on the nutritional quality of supermarket food purchases. The other four finalists include studies of dynamic structural analysis of salesforce management (2020), promotional campaign duration and word-of-mouth in solar panel adoption (2022), personalization in email marketing (2022), and reducing product returns through green nudges (2022). As the ISMS Vice Presidents of Practice, we draw several conclusions on how to further marketing science applications above and beyond the typical academic settings.

Suggested Citation

  • Lan Luo & Koen Pauwels, 2023. "Practice Prize Report: The 2020 and 2022 ISMS Gary Lilien Practice Prize Competition," Marketing Science, INFORMS, vol. 42(1), pages 6-10, January.
    • Handle: RePEc:inm:ormksc:v:42:y:2023:i:1:p:6-10
    DOI: 10.1287/mksc.2022.1412
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    References listed on IDEAS

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    1. Navdeep S. Sahni & S. Christian Wheeler & Pradeep Chintagunta, 2018. "Personalization in Email Marketing: The Role of Noninformative Advertising Content," Marketing Science, INFORMS, vol. 37(2), pages 236-258, March.
    2. Gary L. Lilien & John H. Roberts & Venkatesh Shankar, 2013. "Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects," Marketing Science, INFORMS, vol. 32(2), pages 229-245, March.
    3. Pierre Dubois & Paulo Albuquerque & Olivier Allais & Céline Bonnet & Patrice Bertail & Pierre Combris & Saadi Lahlou & Natalie Rigal & Bernard Ruffieux & Pierre Chandon, 2021. "Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 119-138, January.
    4. Thorsten Wiesel & Koen Pauwels & Joep Arts, 2011. "Practice Prize Paper --Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression," Marketing Science, INFORMS, vol. 30(4), pages 604-611, July.
    5. John H. Roberts, 2020. "Practice Prize Report: The 2018 ISMS Gary Lilien Practice Prize Competition," Marketing Science, INFORMS, vol. 39(2), pages 448-451, March.
    6. Doug J. Chung & Byungyeon Kim & Byoung G. Park, 2021. "The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training," Management Science, INFORMS, vol. 67(11), pages 7046-7074, November.
    Full references (including those not matched with items on IDEAS)

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