Smith Marketing Faculty Among Leaders in Producing ‘Most Impactful’ Research

A number of studies published by marketing faculty at the University of Maryland’s Robert H. Smith School of Business rank as “most impactful on marketing practice,” according to a study forthcoming in the International Journal of Research in Marketing (IJRM).

The rankings, in an article titled “From academic research to marketing practice: Exploring the marketing science value chain,” are determined by the opinions of marketing managers and cover publications dating back to 1982.

Distinguished University Professor and David Bruce Smith Chair in Marketing Roland Rust’s 1995 “Return on Quality” study in the Journal of Marketing is seventh among publications from 1982-2003. The same paper is 15th in a ranking by marketing intermediaries – most of whom are practitioners who publish.

Rust’s work, along with others from Smith professors, appears in a separate series of top-10 lists for impactful research specific to various top journals covering 2004-2012:

• Journal of Marketing: “Return on Marketing: Using Customer Equity to Focus Marketing Strategy” (2004) by Rust
• Journal of Marketing Research: “Determining Influential Users in Internet Social Networks” (2010) by associate professor Michael Trusov
• Marketing Science: “Invited Comment on ‘Opinion Leadership and Social Contagion in New Product Diffusion” (2011) and “The Strategic Impact of References in Business Markets” (2012) by Associate Professor David Godes; “Marketing Models of Service and Relationship” (2006) by Rust; and “New Product Diffusion with Independents and Imitators” (2007) by assistant professor Yogesh Joshi

The IJRM article is online. Read it here.

Trusov, with Smith colleagues Jie Zhang, associate professor and The Harvey Sanders Fellow of Retail Management and Michel Wedel, PepsiCo Chair in Consumer Science, rank among the top 50 “most productive researchers” for 2009-13 in the American Marketing Association’s DocSig Author Research Productivity listings.