Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


BI researcher wins prestigious international prize

Professor Tor W. Andreassen from BI Norwegian School of Management has won the prestigious MSI/H. Paul Root Award 2007. This award is awarded to the research article that has had greatest influence on the practice of marketing.

The Marketing Science Institute (MSI)/H. Paul Root Award is awarded annually to the research article which represents the greatest contribution to the development and practice of the study of marketing. Candidates for the prize are nominated by the permanent members of the editorial board of the Journal of Marketing.

This year the prize will be awarded at the American Marketing Association’s Winter Conference, to be held 15-17 February 2008 in Austin, Texas.

Professor Tor W. Andreassen from BI Norwegian School of Management has won the outstanding research prize for an article published by him and his research colleagues Timothy L. Keiningham, Lerzan Aksoy and Bruce Cooile in the Journal of Marketing in July 2007.

The Journal of Marketing is the oldest and foremost international professional publication for the study of marketing.

Management tool revealed as a sham

In their prize-winning article, Tor W. Andreassen and his fellow researchers conducted a study of a management tool which is much used by large international companies.

The tool, Net Promoter Score (NPS) was developed by the top American consultant Fred Reichheld in collaboration with the companies Bains and Satmetrix. Briefly, Net Promoter Score expresses how strongly your customers will recommend your products and services to their friends and acquaintances (a promotion indicator).

Reichheld’s discovery was marketed under the cover of research and promoted as “The One Number You Need to Measure” in the Harvard Business Review as the only key figure you need to know in order to ensure your company’s future growth. The arguments in the article were later drawn attention to in the book “The Ultimate Question” from Harvard Business School Press.

Many managers have paid an exorbitant amount in their enthusiasm for their new management tool.

Andreassen and his American research colleagues have now revealed this tool to be nothing more than a sham by testing it on various data, including that for BI’s research project the Norwegian Customer Satisfaction Barometer.

The researchers have demonstrated that the management tool promises more than it delivers and go a considerable way towards suggesting that the results are fabricated.

Audun Farbrot | alfa
Further information:

More articles from Awards Funding:

nachricht Innovation Award of the United Nations Environment Programme for PhD Student from ZMT
22.03.2018 | Leibniz-Zentrum für Marine Tropenforschung (ZMT)

nachricht ERC Project set to boost application of adhesive structures
19.03.2018 | INM - Leibniz-Institut für Neue Materialien gGmbH

All articles from Awards Funding >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Researchers Discover New Anti-Cancer Protein

An international team of researchers has discovered a new anti-cancer protein. The protein, called LHPP, prevents the uncontrolled proliferation of cancer cells in the liver. The researchers led by Prof. Michael N. Hall from the Biozentrum, University of Basel, report in “Nature” that LHPP can also serve as a biomarker for the diagnosis and prognosis of liver cancer.

The incidence of liver cancer, also known as hepatocellular carcinoma, is steadily increasing. In the last twenty years, the number of cases has almost doubled...

Im Focus: Researchers at Fraunhofer monitor re-entry of Chinese space station Tiangong-1

In just a few weeks from now, the Chinese space station Tiangong-1 will re-enter the Earth's atmosphere where it will to a large extent burn up. It is possible that some debris will reach the Earth's surface. Tiangong-1 is orbiting the Earth uncontrolled at a speed of approx. 29,000 km/h.Currently the prognosis relating to the time of impact currently lies within a window of several days. The scientists at Fraunhofer FHR have already been monitoring Tiangong-1 for a number of weeks with their TIRA system, one of the most powerful space observation radars in the world, with a view to supporting the German Space Situational Awareness Center and the ESA with their re-entry forecasts.

Following the loss of radio contact with Tiangong-1 in 2016 and due to the low orbital height, it is now inevitable that the Chinese space station will...

Im Focus: Alliance „OLED Licht Forum“ – Key partner for OLED lighting solutions

Fraunhofer Institute for Organic Electronics, Electron Beam and Plasma Technology FEP, provider of research and development services for OLED lighting solutions, announces the founding of the “OLED Licht Forum” and presents latest OLED design and lighting solutions during light+building, from March 18th – 23rd, 2018 in Frankfurt a.M./Germany, at booth no. F91 in Hall 4.0.

They are united in their passion for OLED (organic light emitting diodes) lighting with all of its unique facets and application possibilities. Thus experts in...

Im Focus: Mars' oceans formed early, possibly aided by massive volcanic eruptions

Oceans formed before Tharsis and evolved together, shaping climate history of Mars

A new scenario seeking to explain how Mars' putative oceans came and went over the last 4 billion years implies that the oceans formed several hundred million...

Im Focus: Tiny implants for cells are functional in vivo

For the first time, an interdisciplinary team from the University of Basel has succeeded in integrating artificial organelles into the cells of live zebrafish embryos. This innovative approach using artificial organelles as cellular implants offers new potential in treating a range of diseases, as the authors report in an article published in Nature Communications.

In the cells of higher organisms, organelles such as the nucleus or mitochondria perform a range of complex functions necessary for life. In the networks of...

All Focus news of the innovation-report >>>



Industry & Economy
Event News

Virtual reality conference comes to Reutlingen

19.03.2018 | Event News

Ultrafast Wireless and Chip Design at the DATE Conference in Dresden

16.03.2018 | Event News

International Tinnitus Conference of the Tinnitus Research Initiative in Regensburg

13.03.2018 | Event News

Latest News

Modular safety concept increases flexibility in plant conversion

22.03.2018 | Trade Fair News

New interactive map shows climate change everywhere in world

22.03.2018 | Earth Sciences

New technologies and computing power to help strengthen population data

22.03.2018 | Earth Sciences

Science & Research
Overview of more VideoLinks >>>