Katz Professor Wins Inaugural Lazaridis Institute Award

Lamberton Wins Inaugural Lazaridis Institute Award
Wednesday, September 6, 2017

Cait Lamberton, Ben L. Fryrear Chair of Marketing, won the Best Paper for Research on the Practice of Marketing as it relates to Innovation, Technology and Interactivity from the American Marketing Association's Innovation, Technology and Interactivity Special Interest Group ("TechSIG") and the Lazaridis Institute of Wilfrid Laurier University in Waterloo, Canada.

Lamberton and co-author Andrew Stephen, L’Oréal Professor of Marketing, Saïd Business School at the University of Oxford, were recognized at the TechSIG/Teaching and Learning SIG reception at the AMA Summer Educators Conference.
Their paper, “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry,” was selected because it addressed issues relevant to the practice of marketing as they relate to innovation, technology, and interactivity.

“I am very pleased that Drs Lamberton and Stephen have won this inaugural award sponsored by the Lazaridis Institute for the Management of Technology Enterprises,” says Nicole Coviello, Lazaridis Research Professor and Research Director of the Lazaridis Institute for the Management of Technology Enterprises at Wilfrid Laurier University. “Their rigorous review and assessment is a pivotal foundation for research across the digital, social, and mobile marketing space.”

In the paper, Lamberton and Stephen examined the changes in scholarly researchers’ perspectives on three major digital, social media, and mobile marketing (DSMM) themes from 2000-2015. They used keyword counts from premier general marketing journals to gain a macro-level view of various DSMM topics and then identified key themes across five-year research eras. The authors discussed areas of DSMM research that are now gaining attention and made recommendations for future DSMM research, noting the opportunities that exist for marketing professors and industry practitioners to collaborate on and advance a research agenda that will push DSMM marketing forward.

The paper was also recognized by the AMA with the 2016 Shelby D. Hunt/Harold H. Maynard Award. The annual award recognizes the best paper in the Journal of Marketing for its significant contribution to marketing theory and thought. It is presented at the AMA Summer Conference.

“The Journal of Marketing is one of the most prestigious journals in the world,” says Arjang A. Assad, Henry E. Haller Jr. Dean of Katz and CBA. “I’m very proud of the research that our marketing faculty produces, and am thrilled that Cait’s work was recognized with these honors.”

Lamberton and Stephen’s paper appeared in Journal of Marketing, Vol. 80, Issue 6.