Foundation Announces Natalie Mizik as 2012 Erin Anderson Award Recipient

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The American Marketing Association Foundation (AMAF) announces Natalie Mizik, Associate Professor of Marketing and Sarah Graham Kenan Scholar at the University of North Carolina, as the recipient of the 2012 Erin Anderson Award for an emerging female marketing scholar and mentor.

The American Marketing Association Foundation (AMAF) announces Natalie Mizik as the recipient of the 2012 Erin Anderson Award for an emerging female marketing scholar and mentor.

Natalie Mizik is Associate Professor of Marketing and Sarah Graham Kenan Scholar at the University of North Carolina. Mizik’s research centers on examining financial performance consequences of marketing strategies and activities, developing new metrics for marketing assets (Brand Energy), and building empirical models for assessing the value of intangible marketing assets. Mizik’s research focuses on explanation (assessing causal effects) as well as forecasting (building models with enhanced predictive ability). Mizik has published research in a broad set of substantive areas including Branding, Strategy, Managerial Myopia, Customer Satisfaction, and Direct-to-Physician Pharmaceutical Marketing. Her current work explores myopic management practices and consequences of earnings inflation through real activity versus accounting accrual manipulation, corporate branding, and applications of natural language processing tools in marketing. Her research has appeared in top academic marketing and management journals.

The award recognizes and honors the life of Erin Anderson, a widely respected mentor and marketing scholar from INSEAD, who after successfully winning a battle against cancer, passed away unexpectedly in 2007. During her career, she published over 40 scholarly articles in the top academic journals. Her paper on the role of pledges in channel relationships was the first recipient of the Louis Stern Award selected and presented by the AMA Interorganizational Special Interest Group. Based on her citations, she was in the top 1½% of researchers in the social sciences. But, Professor Anderson was more than a top-notch academic scholar; she was a caring mentor to many Ph.D. students and faculty members. She was a much-loved Ph.D. supervisor and she shared her experiences and insights with many faculty members as they launched their academic careers, encouraging and enabling women in academe.

Professor Mizik is becoming a leading marketing academic in the mold of Professor Anderson. One who goes beyond her significant research contributions to help others develop their careers. She will be awarded the 4th annual Erin Anderson Award on February 18, 2012 at the AMA Winter Marketing Educators’ Conference in St. Petersburg, FL.

The committee for the 2012 Erin Anderson Award included marketing professors Anne Coughlan, Northwestern University (Chair); Hubert Gatignon, INSEAD; Sandy Jap, Emory University; Raji Srinivasan, University of Texas at Austin; and Bart Weitz, University of Florida.

According to Coughlan, “Natalie Mizik, this year’s Erin Anderson award winner, continues the record of excellence of prior winners. Natalie has been prolific in research, has nurtured younger scholars in our field, and has worked to improve the view of Marketing as a value-added (not just a costly) part of a company’s overall strategy. The award committee and I offer our congratulations to Natalie and we anticipate enjoying reading her research far into the future.”

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