Mendoza School of Business

ND marketing professor John Sherry wins research award

Published: June 6, 2014 / Author: Carol Elliott

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
University. “Creating a Market
Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural
” appeared in the October 2006 (Volume 70, Number 4) issue of the Journal
of Marketing

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.

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

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histories, reviews of historical documents and ethnographic fieldwork with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.


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