Ross Professor Recognized as Top Influential Scholar
Who is the most influential marketing science scholar in the world? Judging by evidence from a recent study, the honor may go to the Ross School of Business' own Claes Fornell.
ANN ARBOR, Mich.—Claes Fornell, the Donald C. Cook Professor of Business Administration and director of the National Quality Research Center at the Ross School, was acclaimed as one of the top most influential scholars in marketing science based on research commissioned by the largest professional society in the world for operations research, the Institute for Operations Research and the Management Sciences (INFORMS).
The study examined 3,004 articles published from 1982-2003 in leading academic journals (Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science) to determine which had the highest impact on both academic research and the practice of marketing . The researchers studied published articles in the marketing science field to quantify their impact on marketing science in terms of management of brands, pricing, new products, product portfolios, and customer/market selection.
Out of the top 100 academically most cited papers in marketing science, Fornell authored or co-authored five of the top 50, with three in the top 20. In terms of the impact of articles on academic research, Fornell authored or co-authored three of the top 15 most impactful. In both practice and academia, this is more than anybody else in the world.
As founder of the American Customer Satisfaction Index (ACSI), Fornell has been dubbed the "Father of Customer Satisfaction" in the Chinese press and has seen his influence span the globe. Following recent speaking engagements in China, Korea, and Japan giving keynote addresses at top management seminars, Fornell was also invited to speak at the Campus of Excellence in the Canary Islands. Past guest speakers at this event include mostly Nobel laureates, former presidents, and top-level scientists.
With assistance from Fornell, versions of the ACSI have been launched in Sweden, Norway, Denmark, Great Britain, Mexico, Colombia, Turkey, Japan, China, South Korea, and most recently, Singapore.
Regarding the ACSI's growing worldwide impact, "The buyer has more choice and more information about the choice alternatives, [so] companies that fail to provide enough customer satisfaction will be harshly punished," said Fornell in a speech. "We will see more national customer satisfaction measurements around the globe."
Written by Leah Sipher-Mann
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