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ISMS Fellows Forum
Welcome to the ISMS Fellows Forum! This is a new joint initiative of Marketing Science and the INFORMS Society for Marketing Science (ISMS). ISMS Fellows are marketing scholars who have made exemplary cumulative contributions to ISMS and to the field of marketing science. They are selected through a rigorous nomination and evaluation process conducted by a committee composed of current Fellows.
As our society membership and scholarly community have grown, we have heard a strong desire to more intentionally engage our Fellows both in mentoring and supporting younger scholars and in contributing to the broader professional development of the field. The ISMS Fellows Forum is an initiative we hope will serve as an important vehicle for these contributions. The Forum will host articles written by Fellows that offer their perspectives on important marketing topics — both emerging and foundational. These articles may, for example, provide historical overviews of research streams, draw connections across multiple literatures, or offer early insights into emerging topics and methodologies. As the Forum becomes established, we anticipate a diverse set of contributions that both advance our research frontier and anchor it firmly in our research traditions.
It is especially noteworthy that the ISMS Fellows Forum will be hosted on the Marketing Science website. I am grateful to Matt Walls, Director of Publications at INFORMS, and Puneet Manchanda, Editor-in-Chief of Marketing Science, for developing this thoughtful and innovative approach. The Marketing Science website is a premier destination for marketing scholars, and hosting the Forum here ensures high visibility and easy accessibility. This arrangement also strengthens the long-standing synergy between Marketing Science and ISMS.
The relationship between ISMS and its predecessor organizations — the INFORMS College on Marketing and the TIMS College on Marketing — spans several decades. Readers interested in the history of Marketing Science, ISMS, and the ISMS Marketing Science Conference are encouraged to consult a series of articles published in the Fall 2001 issue of Marketing Science (Bass 2001, Little 2001, Montgomery 2001, Morrison 2001, Ratchford 2001, Steckel and Brody 2001, Wittink 2001). The Editor-in-Chief of Marketing Science also serves as an ex-officio invited member of the ISMS Board.
We hope that the ISMS Fellows Forum will be one of many ways in which Marketing Science and ISMS continue to work together to foster, advance, and disseminate high-impact marketing research.
— Preyas S. Desai is the Spencer R. Hassle Professor of Business Administration at Duke University’s Fuqua School of Business. He is the current president of ISMS.
Recent Fellows Forum Posts
From Psychometrics to Marketing Science: The “Distance” is Not as Far as You Think!
Published Online: January 20, 2026
Abstract
While every discipline has its own terminology, jargon, mathematical models and commonly used inferential methods, Marketing’s focus on latent constructs (e.g., choice utility) as an underpinning of consumer behavior makes its “distance” to other fields, especially psychometrics (and its measurement of latent ability) very small. In this reflection/thought piece, I will discuss how as a Bayesian Statistician and Psychometrician I hope to methodologically and meaningfully contribute to Marketing Science and note (to scholars within and outside of marketing) how we are much less discipline specific than you might think.