2023 Shelby D. Hunt/Harold H. Maynard Award Winners Announced

The annual Shelby D. Hunt/Harold H. Maynard Award recognizes the Journal of Marketing article published in the last calendar year (2023) that has made the most significant contribution to marketing theory. The 2023 winners are Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. Van Heerde, Darren S.U. Kim, and Joseph W. Alba for their article “Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation” (Volume 87, Issue 3).

The selection committee, composed of S. Sriram (Chair, University of Michigan), Claudia Townsend (University of Miami), and Maura Scott (Florida State University) noted:

“The paper can push the discipline to think broadly about the role of theory in driving research in marketing. In particular, it has the potential to bridge the divide between theory-driven research and research that is lighter on theory. Furthermore, it has the potential to appeal to all types of research in marketing: modeling, strategy, and behavioral. In particular, the ideas discussed in the paper can potentially remove the constraints perceived by scholars when conducting research and give them the license to explore ideas even if they do not have an a priori theory. As a result, the paper has the potential to trigger important conversations in the discipline and result in the development of new theories.”

The article will be honored at the Summer AMA Academic Conference. Previous recipients of this award can be found here.

Read a brief summary of the winning article here.

The other excellent finalists for the award were:

• “What Holds Attention? Linguistic Drivers of Engagement” by Jonah Berger, Wendy W. Moe, and David A. Schweidel
• “Who We Are and How We Govern: The Effect of Identity Orientation on Governance Choice” by Jan B. Heide, Simon J. Bell, and Paul Tracey
• “A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?” by Kellilynn M. Frias, Mrinal Ghosh, Narayan Janakiraman, Dale F. Duhan, and Robert F. Lusch

Go to the Journal of Marketing