Professor Peter Verhoef wint ‘Journal of Marketing Award’

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Peter Verhoef, kerndocent Klantstrateeg en hoogleraar marketing

Met zijn artikel “Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development” heeft prof. dr. Peter Verhoef, kerndocent van de leergang Klantstrateeg van AOG School of Management, de prestigieuze Seth Foundation/Journal of Marketing Award 2012 gewonnen. Deze award wordt uitgereikt voor wetenschappelijke artikelen waarvan is bewezen dat er sprake is van een lange termijn impact op het gebied van de Marketing.

 

Eerste Nederlander

De Marketing hoogleraar van de Faculteit Economie en Bedrijfskunde van de Rijksuniversiteit Groningen is de eerste Nederlander aan wie deze award wordt uitgereikt. In augustus dit jaar vindt de uitreiking plaats tijdens de jaarlijkse “American Marketing Association’s Summer Marketing Educators Conference”.

 Theorie en praktijk

Het artikel van Verhoef op basis waarvan de award wordt toegekend verscheen in 2003 in “Journal of Marketing”. Het stond aan de basis van vele publicaties op het terrein van CRM na 2003 en bleek in de loop van de tijd ook meer dan relevant voor gebruik in de praktijk. “De gehanteerde schrijfstijl stimuleerde praktijkprofessionals om de uitkomsten van het artikel te implementeren”, aldus het commentaar van een van de nominatoren.

Klik hier voor het artikel “Understanding the Effect of Customer Relationship Management, Efforts on Customer Retention and Customer Share Development (Vol.4., pp. 30-45)”. 

Peter Verhoef is kerndocent van de leergang Klantstrateeg van AOG School of Management. In deze leergang komen eveneens theorie en praktijk rondom klantconcepten samen.

 Zie hierna voor meer achtergrond en informatie over de award.

 

2012 Sheth Foundation / Journal of Marketing Award

Peter C. Verhoef is the recipient of the 2012 Sheth Foundation/Journal of Marketing Award for his article, “Understanding the Effect of Customer Relationship Management, Efforts on Customer Retention and Customer Share Development”, which appeared in the October 2003 (Vol. 67, No. 4) issue of the Journal of Marketing (JM).

 

About the award

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—Roland T. Rust (chair), Ruth N. Bolton, and David W. Stewart —made the selection.  The award is given to honour articles that have made long-term contributions to the discipline of marketingThe award recognizes scholarship based on the benefits of time and hindsight and acknowledges contributions and outcomes made to marketing theory and practice.

 

This year’s articles

This year, the committee considered all articles published in JM between 2003 and 2007.  The committee also weighed information obtained from nomination 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 marketing.  Articles eligible for the award must have been published between six and ten years previously.

 

The value of Verhoef’s article
As a nomination letter noted, Verhoef’s article “constitutes a basis for many papers that have been published after 2003” in the area of CRM.   Marketing managers and academics have sought a better understanding of the factors influencing “share of customer” or “share of wallet” over time.  However, this research problem has been very difficult to investigate for theoretical and technical reasons.  The factors influencing share of customer are different from the factors influencing customer retention but this problem had been given insufficient theoretical attention.  The article tackled a topic that is difficult from both a conceptual and empirical perspective, and is an exemplar of well-designed and well-executed empirical research.

 

Its relevance
To quote a nominator, “the paper is highly relevant and frequently used by practitioners,” and “has been written in a style which stimulates practitioners to implement ideas and outcomes.” 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.

 

Dit bericht is een bijdrage van Anneliek Achterberg. Annelieke Achterberg wordt als directeur AOG School of Management gedreven door de ambitie om thema’s te duiden waarmee AOG zich voorop de golf beweegt. Strategisch, innovatief met oog voor concrete kansen en toepassing. Verder denken over leiderschap in de breedte zin van het woord.

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