2012 Robert D. Buzzell Best Paper Award Announced
MSI is delighted to announce the winner of the 2012 Robert D. Buzzell MSI Best Paper Award. It is “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin” by Florian Stahl, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin (MSI Report No. 10-116
). The award was instituted in 1993 to honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought. It also signals the kind of writing and research that is of lasting value to corporate marketing executives.