Faculty Member Honored for Advancing Practice of Marketing
January 23, 2009
Joseph Johnson, assistant professor of marketing, has been selected as a recipient of the 2009 Marketing Science Institute/H. Paul Root Award for his article “Drivers of Success for Market Entry into China and India.” The article, published in the May 2008 issue of the Journal of Marketing, was co-authored by Gerard Tellis, professor of marketing at the University of Southern California’s Marshall School of Business.
In their research, Johnson and his co-author analyzed whether and why firms that entered China and India succeeded or failed. The most significant findings of the study are counter-intuitive: smaller firms are more successful than larger firms, and the greater the openness of the emerging market, the lower the chance for success. The study also revealed that success is higher for firms that enter earlier, those that have greater control of the entry mode, and those with shorter cultural and economic distance between their home and the host nation.
The prestigious Root award is given by members of the Journal of Marketing editorial review board to a paper that has made a significant contribution to the advancement of the practice of marketing. The award will be presented at the 2009 Winter Marketing Educators’ Conference Feb. 20 – 23 in Tampa.