Babson’s Matsuno Earns AMA’s Hills Award For Marketing & Entrepreneurship Research

Babson Marketing Professor

href="http://www3.babson.edu/Academics/faculty/matsuno.cfm">Kenichi Matsuno

The paper (2002, Journal of Marketing, 66 July, pp. 18-32), co-authored by Matsuno with John T. Mentzer and Aysegul Ozsomer, shows some of the research on the intersection of marketing and entrepreneurship.

Abstract:

The effects of market orientation and entrepreneurial inclination on business performance are examined with the use of a theoretical model that envisions market orientation as a firm's activities related to intelligence gathering and responsiveness. It further considers market orientation as both a consequence of a phenomenon of entrepreneurial inclination and a systematic safeguard against the tendency to take unnecessary risk. Taking a purposeful enactment perspective, the organization's entrepreneurial inclination is considered as an introduction as to how the organization is designed and structured to achieve the expected outcomes when facing new business opportunities. Data are collected from 364 U.S. manufacturing companies Results indicate that: (1) entrepreneurial inclination's positive effect on performance measures is indirect but is achieved only through a market orientation; and (2) entrepreneurial proclivity's direct performance effect is negative on return on investment.(JSD)

View the paper at

href="http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1495521">http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1495521

It will be award by the AMA Entrepreneurial Marketing Special Interest Group at the August AMA conference in San Francisco. 

Matsuno teaches marketing strategy, marketing communications, international marketing, and marketing research in Babson's integrated first year MBA program. He has also been a faculty member in the executive programs, including those for DSM, Novartis, Toshiba, and Boigen.

Prior to academia, Matsuno worked at C. Itoh Fashion Systems in Japan, and at Eli Lilly & Co., Indianapolis, Indiana. His research interests include marketing strategy, e-commerce, business-to-business relationships, and psychometrics in marketing. His published works can be found in the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Business Research, among others.

Matsuno earned a B.A. from Aoyama Gakuin University, Tokyo; a B.S., University of Oregon; M.B.A., University of Virginia; and Ph.D., University of Tennessee.

2011 Gerald E. Hills Best Paper Award

Gerald (Gerry) E. Hills is widely recognized for his research and expertise in entrepreneurial marketing, especially for his work on opportunity recognition. In addition, Gerry initiated and continues to organize a symposium on entrepreneurial marketing since the eighties. In fact, Gerry was one of the AMA leaders who initiated the Special Interest Group concept. The Entrepreneurial Marketing SIG is pleased to present a best paper award in recognition of Gerry’s lifetime contributions to the field.

The Gerald E. Hills Award Best Paper on Entrepreneurial Marketing award is presented annually to the author(s) of the “best paper” who have made a significant impact on the marketing/ entrepreneurship interface research. The domain of nominated articles would be papers published in the previous 10 years in any refereed publication.