Marketing Strategy Special Interest Group

Marketing strategy topics are viewed as those that exhibit the following characteristics:

• The relevant marketing strategy decision variable has long-term consequences
• The marketing strategy topic comes under the decision purview of senior marketing executives
• Decisions relating to the marketing strategy topic involve a substantial amount of marketing resources
• Research results change the way strategic decisions are made

Illustrative topics in marketing strategy research include: market entry strategy, marketing management approach, CRM strategy, brand equity, e-commerce/online marketing strategy, new product management strategy, innovation strategy, competitor response strategy, channel management strategy, pricing strategy, and marketing intelligence systems.

Our Mission

• Encouraging and promoting intellectual contributions and leadership of our members to the broader discipline.
• Nurturing new scholars in the field of marketing strategy and celebrating the best work and leaders in our field.
• Creating opportunities (both physical and virtual) for our members to interact and to share ideas and their work.
• Maintaining and selectively broadening the membership base.
• Fostering connections to and partnerships with new groups and other fields which can enrich marketing strategy scholarship and practice.
• Elevating the field of marketing strategy to a more prominent position in academic research and in practice.

Our Objectives

• To enhance the breadth and depth of interactions within the community of marketing strategy scholars
• To improve the visibility of the SIG among scholars in marketing science and strategic management and practitioners of marketing strategy, and
• To deepen the impact of marketing strategy research through purposeful dissemination of knowledge and insights in marketing strategy for research, teaching, and practice.

This vision statement emphasizes three key issues: (1) establish stronger ties within the existing network, (2) develop ties with relevant academic constituencies that currently do not participate in the SIG, and (3) disseminate knowledge. Performing these activities effectively would help establish the relevance of the SIG.  Especially critical is the need to make the SIG relevant to the typical INFORMS researcher.  The SIG will continue to play an important role in facilitating marketing strategy teaching as well.  Importantly, it would help shape the research agenda in marketing strategy by identifying areas of critical interest in marketing strategy and by organizing special sessions at key conferences.  

Varadarajan Award for Early Career Contributions to Marketing Strategy Research

The award recognizes the contributions of a marketing faculty member who has completed ten or fewer years after receipt of his/her doctoral degree. The award recipient will be selected by committee comprised of leading research scholars in marketing strategy. The criteria for selection include: the overall impact on marketing strategy research and practice, research quality, research quantity, and research leadership.

Previous Winners

Anindita Chakravarty, Andrew Stephen, Peter Golder, Sundar Bharadwaj, Kay Lemon, Rajesh Chandy, Aric Rindfleisch, Rajdeep Grewal, Stefan Stremersch, Koen Pauwels, Werner Reinartz, Raji Srinivasan, Natalie Mizik, Rob Palmatier, Debanjan Mitra, Shrihari (Hari) Sridhar, Er (Eric) Fang, Kapil Tuli, and J. Andrew Petersen. ​​​​​​​​​​​​​​​​​​​​​​​​

Mahajan Award for Lifetime Contributions to Marketing Strategy Research

The Mahajan Award for lifetime contributions to the field of marketing strategy research will be presented during the AMA Summer Academic Conference. The domain of marketing strategy research is broadly defined to include all firm-level strategic marketing issues/decisions/problems. The award recipient will be selected by committee a comprised of leading research scholars in marketing strategy, including some past winners of the award. The criteria for selection include: the overall impact on marketing strategy research and practice, research quality, research quantity, and research leadership.

Previous Winners

Vikas Mittal, Rob Palmatier, David Aaker, George Day, David Montgomery, Rajan Varadarajan, Rajendra Srivastava, Frederick Webster, Gerry Tellis, V. Kumar, Christine Moorman, Ajay Kohli, Roland T. Rust, Stanley F. Slater, Venkatesh Shanker, Dominique Hanssens, Leigh McAlister, Bernie Jaworski, Rajdeep Grewal, and ​Marnik Dekimpe.

Marketing Strategy Co-Chairs:
Girish Mallapragada
Indiana University
gmallapr@indiana.edu

Mahima Hada
Baruch College
mahima.hada@baruch.cuny.edu

Marketing Strategy Treasurer:
Kelly Hewett
The University of Tennessee – Knoxville
khewett@utk.edu