University of California, Riverside

Anderson Graduate School of Management

School of Business News

Donna Hoffman's and Tom Novak's research on "emergent nature" earns them an MSI honorable mention.

(May 9, 2011)

UCR School of Business Administration Chancellor's Chair and Professor of Marketing Donna Hoffman and Albert O. Steffey Professor of Marketing Tom Novak, along with co-author Praveen Kopalle (Dartmouth), earned a 2011 Robert D. Buzzell MSI Best Paper Award Honorable Mention for their paper, "The 'Right' Consumers for the Best Concepts:  Identifying and Using Emergent Consumers in Developing New Products."

Formerly known as the MSI Best Paper Award, the Robert D. Buzzell MSI Best Paper Award was established to recognize authors whose MSI working papers have had a lasting impact in the field of marketing. Four to six papers are nominated yearly. Papers are eligible for the award two years after publication to allow for time to determine their impact on marketing practice.

Hoffman's and Novak's co-authored article posits that there are consumer traits best suited to assess the success or failure of products during concept testing. By identifying and employing consumers with these specific traits, which the authors call "emergent nature," companies can improve the effectiveness of their concept development process.

The other finalists for the Buzzell MSI Best Paper Award were:  "Assessing the Total Financial Performance Impact of Marketing Assets with Limited Time-Series Data:  A Method and an Application to Brand Equity Research" (Natalie Mizik, winner); "How Important Are Brands? A Cross-Category, Cross-Country Study" (Marc Fisher, Franziska Voelckner, and Henrik Sattler); and "A Cross-National Investigation into the Marketing Department's Influence Within the Firm" (Peter C. Verhoef, Peter S. H. Leeflang, Martin Natter, William Baker, Amir Grinstein, Anders Gustafsson, Pamela Morrison, and John Saunders).

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