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A paper co-authored by a senior Ipsos researcher has been recognized as one of the articles that "has most affected the practice of marketing science" in the last quarter century. The INFORMS Society for Marketing Science -- the largest professional society in the world for the management sciences, and publisher of scholarly journals -- recently named the article by Timothy L. Keiningham to its list of Top 20 Marketing Science papers written in the past 25 years.
Keiningham, Senior Vice President and head of consulting for Ipsos Loyalty, co-authored the piece with Roland Rust and Anthony Zahorik, both instructors at Vanderbilt University at the time of writing. The article, "Return on Quality (ROQ): Making Service Quality Financially Accountable," originally appeared in the April 1995 issue of the Journal of Marketing, published by the American Marketing Association and one of the premier scientific publications in marketing.
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