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Sept. 9, 2010 Volume 32, No. 3

Scheer brings home international marketing honor

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 and its scholarly publication, the International Journal of Research in Marketing (IJRM), awarded Scheer and three co-authors for the 1996 IJRM article entitled “The effects of trust and interdependence on relationship commitment: A trans-Atlantic study.” The paper, which has been heavily cited by other scholars, found that interdependence between companies builds commitment, but that trust determines whether that commitment is based on preference or necessity. The authors were the first to simultaneously study commitment, interdependence and trust in relationship since.

Scheer joined the MU College of Business in 1989 after receiving her doctorate in marketing from Northwestern University in Illinois. She 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.