Prof. Bernard Jaworski wins award for most significant contribution to marketing theory


Bernard Jaworski, the Peter F. Drucker Chair in Management and the Liberal Arts at Claremont Graduate University’s Drucker School of Management, recently won the Harold H. Maynard Award for an article he co-authored in 2014 with Goutam Challagalla and Brian R. Murtha.

The Journal of Marketing presents this award for an article that has made the most significant contribution to marketing theory and thought over the previous year.

“It’s very humbling because most of my work is practice based,” Jaworksi said. “I was incredibly surprised that I was able to win a theory award based on research that came from the field, from practice.”

The article, titled “Marketing Doctrine: A Principles-Based Approach to Guiding Marketing Decision Making in Firms,” focuses on developing a marketing doctrine, or a small set of principles that guide marketers in the field. Jaworski compares it to the military’s war-fighting doctrine: “It’s a firm-specific set of principles to help guide people and help shape their decisions,” he said.

The Harold H. Maynard Award is the second award that Jaworski has received in the last few months. He previously received the Mahajan lifetime achievement award from the American Marketing Association.

He is also one of only a handful of scholars that has won the three major awards from the Journal of Marketing. He received the Alpha Kappa Psi award for his work on managing brands, the Jagdish Sheth Award for his work on building customer driven companies, and now the Maynard award for marketing doctrine.

Jaworski will accept the award at the summer Marketing Educators’ Conference this August in Chicago, IL.