Practice Prize Report: The 2016 ISMS Gary Lilien Practice Prize Competition

John H. Roberts ()
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John H. Roberts: University of New South Wales, Sydney, New South Wales 2052, Australia

Marketing Science, 2018, vol. 37, issue 5, 685-687

Abstract: This report describes entrants in the 2016 ISMS Gary Lilien Marketing Science Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. The winner, describing a collaboration between the World Bank and a team based at the London Business School, involved a randomized control experiment to calibrate the relative effectiveness of business training on business performance of microentrepreneurs in South Africa. The other four finalists include a method to estimate the value of key word searches that allowed for cannibalization of organic search at eBay; a methodology to model and manage customer satisfaction at the National Dutch Railways; a stock-carrying algorithm to assist a fashion department store manage inventory on a store-by-store basis, implemented by Celect, an inventory-management consultant based in Boston; and an integrated marketing communications-optimization tool used by Mercedes-Benz to increase advertising effectiveness.

Keywords: randomized control trials; field experiments; customer satisfaction; resource allocation; advertising; inventory management (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:37:y:2018:i:5:p:685-687

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