Lilien, Gary; Roberts, John; Shankar, Venkatesh
From 2003 to 2012, the ISMS-MSI Practice Prize/Award competition has documented 25 impactful projects, with associated papers appearing in Marketing Science. This article reviews these papers and projects, examines their influence on the relevant organizations, and provides a perspective on the diffusion and impact of marketing science models within the organizations. We base our analysis on three sources of data-the articles, authors' responses to a survey, and in-depth interviews with the...[Show more]
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