ND marketing professor John Sherry wins research award

Author: Carol Elliott


University of Notre Dame Marketing Professor John F. Sherry Jr. has been named as a recipient of the 2013 Sheth Foundation/Journal of Marketing Award for his research examining how organizations change to become more market oriented.

Sherry, the Raymond W. & Kenneth G. Herrick Professor of Marketing at the Mendoza College of Business, co-authored the article with Gary F. Gebhardt of HEC Montréal and Gregory S. Carpenter ofNorthwestern University. “Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation” appeared in the October 2006 (Volume 70, Number 4) issue of the Journal of Marketing (JM). 

The Sheth Award honors articles that have made long-term contributions to the discipline of marketing. It recognizes scholarship based on the benefits of time and hindsight, and acknowledges contributions and outcomes made to marketing theory and practice.

Nominations were solicited from members of the JM Editorial Review Board, with a committee of former journal editors selecting the winning article. This year, the committee considered all articles published in JM between 2004 and 2008. The committee also weighed information obtained from nomination letters and citation analyses. The criteria for selection include the quality of the article's contribution to theory and practice, its originality, its technical competence, and its impact on the field of marketing. Articles eligible for the award must have been published between six and 10 years previously.

Sherry, who joined the Mendoza College faculty in 2005, is an anthropologist who studies the sociocultural and symbolic dimensions of consumption, and the cultural ecology of marketing. He is a fellow of the American Anthropological Association and at the Society for Applied Anthropology, as well as a past president of the Association for Consumer Research.

Gebhardt, Carpenter and Sherry’s article reports a thorough qualitative study of how firms become more market oriented. In contrast to much of the literature on market orientation, the article focuses on instituting change in a firm’s market orientation. The research involved in-depth and longitudinal investigations of firms, including oral histories, reviews of historical documents and ethnographic fieldwork with focal firms’ employees, customers, channels, suppliers and consultants.

The research formed the basis for the professors’ recently published book, Resurgence: The Four Stages of Market-Focused Reinvention (Palgrave Macmillan (February 2014)). Resurgence discusses how some of the most interesting and notable brands in the world have managed to stage successful comebacks following periods of decline, and presents a simple, four-part framework for reinvention.

The Sheth Award is presented annually at the American Marketing Association's Summer Marketing Educators’ Conference.