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Journal of
Marketing Recognizes Marketing Professor |
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Marketing professor
Gary Gebhardt has been named recipient of the 2006 Marketing Science
Institute/H. Paul Root Award. The award, which is presented by the
Journal of Marketing, recognizes significant contributions to the
advancement of marketing.
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Gebhardt was chosen by
members of the Journal of Marketing Editorial Review Board for his
“significant contribution to the advancement of the practice of
marketing.” The honor recognizes an article Gebhardt co-authored
with Gregory S. Carpenter and John F. Sherry, Jr, entitled
Creating a Market Orientation: A Longitudinal, Multi-firm, Grounded
Analysis of Cultural Transformation.
The article provides new
insights into how organizations develop a greater market
orientation, often referred to as customer focus.
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Gebhardt, who teaches
in USF's MBA, EMBA
and Ph.D. programs, began his academic career following doctoral
studies at the Kellogg School of Management at Northwestern
University. In addition to a Ph.D. in Marketing, Gebhardt holds an MBA
from the Weatherhead School of Management at Case Western Reserve
University and a Bachelors of Science in Accounting from the
University of Akron.
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His
article details the organizational change process that occurs in
order to
create and sustain a market orientation, including the role of power
and organizational learning. These insights are the result of
in-depth, multi-firm research on how firms create a market
orientation. The authors examined firms at the on-set of a change
to create a market focus as well as those in the process of such a
change. Organizations that had recently completed a transformation
were also studied. The results showed that the process of creating
a more market-focused organization is, fundamentally, one of
cultural change that occurs over four distinct stages, each of which
is fully detailed in the findings. A summary may be found at
www.marketingpower.com/content31036.php.
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Gebhardt will
receive the award at the American Marketing Association’s Winter
Marketing Education Conference in San Diego next month.
Congratulations to Dr. Gebhardt for this notable accomplishment!
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College
of Business Administration Quarterly Newsletter