Jones School faculty’s papers among most impactful in marketing science

Articles by three faculty members at Rice’s Jones Graduate School of Business are among the 50 most impactful in marketing science, according to a new study in the International Journal of Research in Marketing.

In the first study of its kind, 5,556 articles published between 1982 and 2003 were classified based on two variables — research impact on academic thought and managerial impact on firms. The authors used the concept of a marketing science value chain to capture the influence of academic articles on several primary agents in this value chain — a range of leading marketing managers, analysts and academics.

Three Jones School marketing faculty were listed for papers that had the most impact:

Ajay Kalra, the Herbert S. Autrey Professor of Marketing, for “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions” (No. 18).

Wagner Kamakura, the Jesse H. Jones Professor of Marketing, for “A Probabilistic Choice Model for Market Segmentation and Elasticity Structure” (No. 30).

Vikas Mittal, the J. Hugh Liedtke Professor of Marketing, who authored, along with Kamakura, “Satisfaction, Repurchase Intent and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics” (No. 36).

These articles deal with some of the most enduring issues researched by academics and faced by managers: How consumer perceptions of quality affect their behaviors, how behaviors in terms of price elasticity help segment customers and the impact of customer satisfaction on repurchase behaviors.

All three articles were published in the Journal of Marketing Research, a top journal in the field of marketing. Two of the articles were also winners of the prestigious William O’Dell award, given annually for the article published in the Journal of Marketing Research making the most significant impact on marketing thought and practice.

“This kind of recognition helps to define us as a premier business school,” said Bill Glick, dean and the H. Joe Nelson III Professor of Management at the Jones School. “They create and validate big ideas that influence academic peers and transform business practice.”

For more on the study and to view the rankings, see

About Jeff Falk

Jeff Falk is associate director of national media relations in Rice University's Office of Public Affairs.