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Marketing Science |
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| | Volume Number 27 Issue Number 4 First Page 542 Last Page 544 Cover Date August 01, 2008
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2006 ISMS Practice Prize Competition---Special Section Introduction
John H. Roberts, Prize Competition Chairman and Special Section Co-Area Editor, Gary L. Lilien, Special Section Co-Area Editor |
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We introduce the work of the finalists in the 2006 ISMS Practice Prize Competition, representing outstanding examples of rigor plus relevance in our profession. The winner, describing a collaboration between J.D. Power and Associates and U.C. Riverside, involves a sequenced program of research to understand the effect of promotional activity in the U.S. automobile market. The other three finalists address a model to calibrate the effects of corporate brand activity across three divisions at Allstate Insurance; a method for using CLV models to focus customer contact strategies at IBM; and a segmentation strategy to protect and gain customers in the face of a new entrant for the Austrian mobile telecommunications carrier, tele.ring. |
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