Robert J. Trulaske Sr., College of Business, University of Missouri

Mizzou Business News

MU Marketing Professor's Research Wins International Award

A groundbreaking paper co-authored by University of Missouri marketing Professor Lisa Scheer has won a prestigious international award for its long-term impact on the field.

Scheer, the Emma S. Hibbs Distinguished Professor of Marketing at the Robert J. Trulaske, Sr. College of Business, was among four academics to receive the 2010 Jan-Benedict E.M. Steenkamp Award for Long-Term Impact in early June. The European Marketing Academy (EMAC) and its scholarly publication, the International Journal of Research in Marketing (IJRM), bestowed the award upon the four co-authors for their 1996 IJRM article entitled "The effects of trust and interdependence on relationship commitment: A trans-Atlantic study."

The paper found that interdependence between companies builds commitment, but that trust determines whether that commitment is based on preference or necessity. Other studies have shown that the type of commitment on which a business relationship is based influences company behaviors such as cooperation or investment levels. The Steenkamp Award-winning paper was among the first to simultaneously study commitment, interdependence and trust in relationship marketing, and has been heavily cited by other scholars since, a release issued by EMAC and IJRM said.

"To get an award that recognizes your work's long-term impact is a nice validation of what I think every scholar hopes to achieve with their research: to have it be read and used over time," Scheer said.

Scheer, who joined the MU College of Business in 1989 after receiving her doctorate in marketing from Northwestern University in Illinois, has focused on business inter-organizational relationships throughout her career. Scheer's co-authors on the award-winning paper were Jan-Benedict Steenkamp, of the University of North Carolina; Inge Geyskens, of Tilburg University in the Netherlands; and Nirmalya Kumar, of the London Business School.

Papers published in the IJRM from 1995 to 2000 were eligible for the 2010 award, and 34 were nominated. A four-member award committee ranked the papers based on overall quality, their ISI academic journal citations and votes from the IJM Editorial Board.