Marketing professors Sanjay Dhar and Jean-Pierre Dubé of the University of Chicago Graduate School of Business have been chosen to receive the 2008 Paul Green Award which recognizes the best article in the Journal of Marketing Research during the previous year.
Dhar and Dubé were honored for their research “Consumer Packaged Goods in the United States: National Brands, Local Branding.”
Their study documents several striking geographic patterns in the performance of national brands using a large scanner database spanning many consumer packaged goods categories and U.S. regional markets.
Across markets, the geographic variation in market shares, indices of brand quality perceptions, and the identity of local brand-share leaders is so significant that it calls into question the concept and relevance of a “national brand,” Dhar and Dubé found in their research. Bart Bronnenberg of Tilburg University in The Netherlands was a co-author of the study. A summary of their report can be found at the December issue of Capital Ideas.
The Paul Green Award is given for a paper “that demonstrates the greatest potential to contribute significantly to the practice of marketing research,” according to Bruce Hardie, chairman of the award committee and a faculty member at London Business School.
Dhar is the James H. Lore Professor of Marketing. During the current academic year he is teaching a course in marketing strategy. Dubé, a professor of marketing and Neubauer Family Faculty Fellow, is teaching a course in pricing strategies.They will receive the award during the American Marketing Association’s winter educators’ conference, February 15 to 18 in Austin, Texas.
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