MSI/H. Paul Root Awarded by Journal of Marketing for Groundbreaking Research on Net Promoter Loyalty Metric
December 14, 2007
Media Contact: Amy Wolf
Senior Public Affairs Officer | Vanderbilt University
(615) 322-NEWS | amy.wolf@vanderbilt.edu
NASHVILLE–Bruce Cooil, Samuel Richmond Professor of Management at the Vanderbilt Owen Graduate School of Management, has been named the 2008 recipient of the Marketing Science Institute/H. Paul Root Award from the Journal of Marketing. The honor will be presented in Austin, Texas at the Winter Marketing Educators’ Conference of the American Marketing Association in February.
Co-sponsored by the American Marketing Association and the MSI, this annual award recognizes papers published in the Journal of Marketing that have made a significant contribution to the practice of marketing. The research is judged by members of the journal’s editorial review board.
Cooil’s 2007 paper, entitled “A longitudinal examination of Net Promoter and firm revenue growth,” was co-authored with Lerzan Aksoy of Koç University in Turkey, Tor Wallin Andreassen of the Norwegian School of Management and Owen alumnus Timothy Keiningham of IPSOS. It provides an eye-opening analysis of whether the widely embraced and adopted Net Promoter loyalty metric is the single most reliable indicator of firm growth, and calls into question claims of the “clear superiority” of the Net Promoter tool. The significance of Cooil’s paper led the Journal of Marketing to establish a dedicated blog for other academics and practitioners to contribute to the debate over the validity of the Net Promoter metric.
Vanderbilt Owen Graduate School of Management is ranked as a top institution by BusinessWeek, The Wall Street Journal, U.S. News & World Report, Financial Times and Forbes. For more information about Owen, visit www.owen.vanderbilt.edu
