Gary L. Lilien ISMS-MSI-EMAC Practice Prize Competition
Click here for a list of past winners.
Established in 2003, the Gary Lilien ISMS-MSI-EMAC Practice Prize is awarded for an outstanding implementation of marketing science. The method used must be sound and appropriate to the problem and organization, and the work should have had significant, verifiable and, preferably quantitative impact on the performance of the client organization.
Past papers describing these marketing science implementations are available in the journal Marketing Science. Videos of past finalists and winners are available at http://lilienpracticeprizevideos.org/ and on the dedicated YouTube channel, where the above finalists will soon be available
The 2021-2022 Gary Lilien ISMS-MSI-EMAC Practice Prize has been awarded to Pierre Dubois (Toulouse School of Economics, France), Paulo Albuquerque (INSEAD, France), Olivier Allais (INRA, France), Céline Bonnet (Toulouse School of Economics, France), Patrice Bertail (University Paris Nanterre, France), Pierre Combris (INRA, France), Saadi Lahlou (London School of Economics and Political Science, UK), Natalie Rigal (University Paris Nanterre, France), Bernard Ruffieux (Grenoble Applied Economics Lab, France), and Pierre Chandon (INSEAD, France) for their work “Effect of front-of-pack labels on the nutritional quality of supermarket food purchases” by the Chairman of the Judges and ISMS VP of Practice, Prof. Lan Luo.
On behalf of the author team, Prof. Pierre Chandon reported the results of a large-scale randomized controlled trial conducted by a multidisciplinary research team at the request of the French Government to select the best of 4 simplified front-of-pack nutrition labels. For 10 weeks, 1.9 million labels were added to 1,266 food products in 4 categories in 40 French supermarkets while 20 other stores served as a control group. Analyses of the nutritional quality of 1,668,301 purchases using a difference-in-differences approach revealed that Nutri-Score was the best label. They also showed that the effect sizes of nutrition labeling are, on average, 17 times smaller in real-life grocery shopping conditions than in laboratory studies. Although Nutri-Score increased the purchases of foods in the top third of their category nutrition-wise by 14%, it had no statistically significant impact on the purchases of foods with medium, low, or unlabeled nutrition quality. The study led the French Ministers of Health, Agriculture, and Finance to jointly endorse NutriScore, which has since been endorsed by Germany, Spain, Switzerland, and the Benelux countries. Products with the Nutri-Score label now account for 57% of the market in France and are used by hundreds of food retailers and manufacturers, including those who originally supported alternative nutrition labels.
The other finalists (in alphabetical order) were:
Bryan Bollinger, Kenneth Gillingham, Stefan Lamp, Tsevtan Tsevatov, “Promotional Campaign Duration and Word-of-Mouth in Solar Panel Adoption”
Navdeep Sahni, Chirstian Wheeler, Pradeep Chintagunta, ““Personalization in Email Marketing: The Role of Non-informative Advertising Content”
Moritz von Zahn, Kevin Bauer, Cristina Mihale-Wilson, Maximilian Speicher, Johanna Jagow, Oliver Hinz, “Reducing Net Product Returns through Green Nudges and Causal Machine Learning"