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Carrol Capital
Associate Professor of Marketing Katherine Lemon

Watching the customer

In June 2009, Accenture Professor of Marketing Katherine ("Kay") Lemon will become editor of the Journal of Service Research (JSR), a marketing publication sponsored by the University of Maryland's Center for Excellence in Service. Lemon began her professional career as a marketing executive in the medical services and high-technology fields. She taught at the University of California’s Haas School of Business, Duke University, and Harvard before joining the Carroll School of Management’s faculty in 2000, where she specializes in customer equity, customer asset management, and customer-based marketing strategy. “I’m interested in understanding all aspects of customers’ relationships with firms,” she explains.

Lemon has held a position at JSR since its inception 10 years ago, serving with some 65 other academics and practitioners on its editorial review board. She produced the Journal’s only special-topic issues, devoted to managing customer relationships. She points out that JSR is “cross disciplinary,” discussing not only service marketing, but also service operations and strategy. As editor, Lemon will lead a publication called “the best scientific journal covering services,” by Tim Keiningham, senior VP at Ipsos Loyalty, and a “must-read for scholars and managers of service organizations,” according University of Delaware President Patrick Harker, former dean of the Wharton School.

Lemon’s research appears not only in JSR, but in other leading publications, including the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the Journal of Product Innovation Management. Recently, she was awarded the Early Career Contributions to Marketing Strategy Research Award (2004) by the American Marketing Association's Marketing Strategy SIG. Among her other recognitions are the Marketing Science Institute’s H. Paul Root Award, the Journal of Service Research Best Article Award for 2003, and the 2003 and 2004 Marketing Science Institute Robert D. Buzzell Best Paper Awards. Her first book, Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy (Free Press, 2000), coauthored with Roland Rust and Valarie Zeithaml, has been translated into several languages and won the American Marketing Association’s AMA-Berry Book Prize.

“It’s an exciting time to be part of the service research community,” says the JSR’s editor-elect, noting that new technologies make it possible to quantify many facets of the interaction between consumer and service provider, expanding the potential for new research.