| 2023 Kimberly A. Whitler, Ryan Krause, and Donald R. Lehmann, “When and How Board Members with Marketing Experience Facilitate Firm Growth” Volume 82, Number 5 + Read award announcement |
| 2022 Kelly D. Martin, Abhishek Borah, and Robert W. Palmatier, “Data Privacy: Effects on Customer and Firm Performance” Volume 81, Number 1 + Read award announcement |
| 2021 Kay Lemon and Peter Verhoef, “Understanding Customer Experience Throughout the Customer Journey“ Volume 80, Number 6 + Read award announcement |
| 2020 Frank Germann, Peter Ebbes, and Rajdeep Grewal, “The Chief Marketing Officer Matters!” Volume 79, Number 3 + Read award announcement |
| 2019 Manjit S. Yadav and Paul A. Pavlou “Marketing in Computer-Mediated Environments: Research Synthesis and New Directions” Volume 78, Number 1 + Read award announcement |
| 2018 Oliver Hinz, Bernd Skiera, Christian Barrot, and Jan U. Becker “Seeding Strategies for Viral Marketing: An Empirical Comparison” Volume 75, Number 6 |
| 2017 Kapil R. Tuli, Ajay K. Kohli, and Sundar G. Bharadwaj “Rethinking Customer Solutions: From Product Bundles to Relational Processes” Volume 70, Number 3 |
| 2016 Robert W. Palmatier, Rajiv P. Dant,Dhruv Grewal, and Kenneth R. Evans “Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis” Volume 70, Number 4 |
| 2015 Adrian Payne and Pennie Frow “A Strategic Framework for Customer Relationship Management” Volume 69, Number 4 |
| 2014 Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry Jr. “Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation” Volume 70, Number 4 |
| 2012 Peter C. Verhoef “Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development” Volume 67, Number 4 |
| 2011 Werner J. Reinartz and V. Kumar The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration Volume 67, Number 1 |
| 2010 Stephen L. Vargo and Robert F. Lusch “Evolving to a New Dominant Logic for Marketing” Volume 68, Number 1 |
| 2009 Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml, Return onMarketing: Using Customer Equity to Focus Marketing Strategy Volume 68, Number 1 |
| 2008 Ellen Garbarino and Mark S. Johnson, The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships Volume 63, Number 2 |
| 2007 Richard L. Oliver, Whence Consumer Loyalty, Volume 63, Special Issue |
| 2006 Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey, Market-Based Assets and Shareholder Value: A Framework for Analysis Volume 62, Number 1 |
| 2005 Donna L. Hoffman and Thomas P. Novak, “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations Volume 60, Number 3 |
| 2004 Shelby D. Hunt and Robert M. Morgan “The Comparative Advantage Theory of Competition Volume 59, Number 2 |
| 2003 George S. Day “The Capabilities of Market-Driven Organizations” Volume 58, Number 4 |
| 2002 Kevin Lane Keller “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity” Volume 57, Number 1 |
| 2001 Bernard J. Jaworski and Ajay K. Kohli “Market Orientation: Antecedents and Consequences” Volume 57, Number 3 |