Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

BI researcher wins prestigious international prize

23.01.2008
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:
http://www.bi.no

More articles from Awards Funding:

nachricht Breakthrough Prize for Kim Nasmyth
04.12.2017 | IMP - Forschungsinstitut für Molekulare Pathologie GmbH

nachricht The key to chemical transformations
29.11.2017 | Schweizerischer Nationalfonds SNF

All articles from Awards Funding >>>

The most recent press releases about innovation >>>

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

Im Focus: Long-lived storage of a photonic qubit for worldwide teleportation

MPQ scientists achieve long storage times for photonic quantum bits which break the lower bound for direct teleportation in a global quantum network.

Concerning the development of quantum memories for the realization of global quantum networks, scientists of the Quantum Dynamics Division led by Professor...

Im Focus: Electromagnetic water cloak eliminates drag and wake

Detailed calculations show water cloaks are feasible with today's technology

Researchers have developed a water cloaking concept based on electromagnetic forces that could eliminate an object's wake, greatly reducing its drag while...

Im Focus: Scientists channel graphene to understand filtration and ion transport into cells

Tiny pores at a cell's entryway act as miniature bouncers, letting in some electrically charged atoms--ions--but blocking others. Operating as exquisitely sensitive filters, these "ion channels" play a critical role in biological functions such as muscle contraction and the firing of brain cells.

To rapidly transport the right ions through the cell membrane, the tiny channels rely on a complex interplay between the ions and surrounding molecules,...

Im Focus: Towards data storage at the single molecule level

The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.

Over the past few years, the building blocks of storage media have gotten ever smaller. But further miniaturization of the current technology is hindered by...

Im Focus: Successful Mechanical Testing of Nanowires

With innovative experiments, researchers at the Helmholtz-Zentrums Geesthacht and the Technical University Hamburg unravel why tiny metallic structures are extremely strong

Light-weight and simultaneously strong – porous metallic nanomaterials promise interesting applications as, for instance, for future aeroplanes with enhanced...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

AKL’18: The opportunities and challenges of digitalization in the laser industry

07.12.2017 | Event News

 
Latest News

Plasmonic biosensors enable development of new easy-to-use health tests

14.12.2017 | Health and Medicine

New type of smart windows use liquid to switch from clear to reflective

14.12.2017 | Physics and Astronomy

BigH1 -- The key histone for male fertility

14.12.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>