Practice Prize Competition Research Articles

Practice Prize Report: The 2024 Gary Lilien ISMS Practice Prize Competition

This report summarizes the finalists of the 2024 Gary Lilien ISMS Practice Prize Competition

Practice Prize Report: The 2020 and 2022 ISMS Gary Lilien Practice Prize Competition

This report summarizes the finalists of the ISMS Gary Lilien Marketing Science Practice Prize Competition.

Practice Prize Report: The 2018 ISMS Gary Lilien Practice Prize Competition

This report summarizes the entrants in the 2018 ISMS Gary Lilien Marketing Science Practice Prize Competition, designed to identify, encourage, recognize, and reward the application of impactful marketing science to industry and noncommercial settings. These applications aim to showcase innovative and impactful examples of applications demonstrating the best of rigor and relevance that our profession produces. The winner described an application of econometric and experimental techniques at the French-based retailer of body, face, fragrances, and home products, L’Occitane, aimed to optimize budget allocation between online and off-line marketing expenditure across six countries. The other three finalists include a decision support aid to assist members of the United Services Automobile Association (a not-for-profit organization to assist military service personnel select and finance their automobile purchases) choose vehicles that balance their individual tastes and preferences with their financial circumstances, a business-to-business pricing decision support aid for use by the sales force of Hadco Metal Trading to avoid loss of margin by undercharging and loss of business by overcharging, and a methodology to test online advertisements cost-effectively by generating “ghost ads” as a way of minimizing control group costs in a reliable and valid way.

Practice Prize Report: The 2016 ISMS Gary Lilien Practice Prize Competition

This report describes entrants in the 2016 ISMS Gary Lilien Marketing Science Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. The winner, describing a collaboration between the World Bank and a team based at the London Business School, involved a randomized control experiment to calibrate the relative effectiveness of business training on business performance of microentrepreneurs in South Africa. The other four finalists include a method to estimate the value of key word searches that allowed for cannibalization of organic search at eBay; a methodology to model and manage customer satisfaction at the National Dutch Railways; a stock-carrying algorithm to assist a fashion department store manage inventory on a store-by-store basis, implemented by Celect, an inventory-management consultant based in Boston; and an integrated marketing communications-optimization tool used by Mercedes-Benz to increase advertising effectiveness.

2013–2014 Gary L. Lilien ISMS-MSI Practice Prize Competition

I introduce the special section highlighting the background of the competition and the work of the finalists in the 2013–2014 Gary L. Lilien ISMS-MSI Practice Prize Competition, showcasing the best applications of rigor and relevance by marketing scientists in working with practical problems. The winning paper is by a team who developed an innovative pricing tool to enable an electric utility operating in Germany to acquire customers on online price comparison sites while optimizing various metrics of interest. The other two finalists comprise a team that developed an integrated marketing model to address multiple business objectives of the Georgia Aquarium and a team that developed a marketing science model of evaluation and purchase intentions incorporating customer emotions to test advertisement effectiveness for Kmart Australia.

2011–2012 Gary L. Lilien ISMS-MSI Practice Prize Competition—Special Section Introduction

I introduce the work of the finalists in the 2011–2012 Gary L. Lilien ISMS-MSI Practice Prize Competition, representing once again the best combinations of rigor and relevance produced by marketing scientists. The winning paper is by a team who developed an innovative approach to measuring the impact of a social media campaign for an Indian premium ice cream retailer, Hokey Pokey. The other two finalists are from a team that developed a category management tool for a leading wine brand, Beringer, and a team that developed a system called PROSAD, which determines optimal bids to maximize an advertiser's profit per search engine advertising keyword.

2009–2010 ISMS-MSI Practice Prize Competition—Special Section Introduction

I introduce the work of the finalists in the 2009–2010 ISMS-MSI Practice Prize Competition, representing once again the best combinations of rigor and relevance produced by marketing scientists. The winning paper is by a team from several German universities and represents a collaboration with Bayer AG on an important problem—allocating the marketing budget dynamically across countries, products, and the marketing mix. The other three finalists described projects involving a branding project for an Australian airline, Jetstar, based on a dynamic choice model; a new tool for differentiating Prudential's variable annuities from the competition; and a marketing communications model for a small, family-run European office furniture supplier, Inofec.

2007 ISMS Practice Prize Competition—Special Section Introduction

We introduce the work of the finalists in the 2007 ISMS Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. The winner, describing a collaboration between National Academies Press and a team based at the University of Maryland, involves a sequenced program of research to calibrate price sensitivity of digital media. The other two finalists address a model to optimize the distribution of used cars geographically depending on local conditions, and a model to use price and distribution strategies to improve product profitability of P&G's heavy-duty detergent brands in India.

Call for Submissions—The 2009 ISMS-MSI Practice Prize Competition

<b>Call for Submissions</b>—The 2009 ISMS-MSI Practice Prize Competition

Call for Submissions—The 2009 ISMS-MSI Practice Prize Competition

<b>Call for Submissions</b>—The 2009 ISMS-MSI Practice Prize Competition

2006 ISMS Practice Prize Competition—Special Section Introduction

We introduce the work of the finalists in the 2006 ISMS Practice Prize Competition, representing outstanding examples of rigor plus relevance in our profession. The winner, describing a collaboration between J.D. Power and Associates and U.C. Riverside, involves a sequenced program of research to understand the effect of promotional activity in the U.S. automobile market. The other three finalists address a model to calibrate the effects of corporate brand activity across three divisions at Allstate Insurance; a method for using CLV models to focus customer contact strategies at IBM; and a segmentation strategy to protect and gain customers in the face of a new entrant for the Austrian mobile telecommunications carrier, tele.ring.

The 2005 ISMS Practice Prize Competition—Special Section Introduction: The 2005 ISMS Practice Prize Competition

We report on the finalists from the 2005 Informs Society for Marketing Science (ISMS) Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces.

The 2004 ISMS Practice Prize Competition

The two reports and two articles (as well as a Commentary) that follow are the finalists from the 2004 ISMS Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces.

Special Section Introduction by the ISMS Practice Prize Competition Chairman

In 2003 the INFORMS Society for Marketing Science (ISMS) introduce and conducted its inaugural Practice Prize Competition. The reports and papers that follow are the finalists from that competition, representing the best examples of rigor plus relevance that our profession produces.