Practice Prize Report: The 2020 and 2022 ISMS Gary Lilien Practice Prize Competition
Marketing Science · 2023 · Volume 42 · Issue 1
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. History: Olivier Toubia served as the senior editor for this article.
Keywords
field experiments, sales force, social/nonprofit marketing, advertising, retailing, stock valuation
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