2010 Winner

“Expanding the Role of Marketing: From Customer Equity to Market Capitalization” by V. Kumar and Denish Shah (MSI Report No. 08-113).

A two-stage process was used to select the winners. An advisory panel, consisting of MSI’s Academic Trustees and marketing executives on MSI’s Bridge and Executive Committees, nominated five finalist papers for the award. Then, a ballot sent to all MSI Trustees was used to determine the winners.