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Carroll School of Management

Katherine N. Lemon, PhD

accenture professor marketing department

Katherine N. Lemon

Fulton 450B
Curriculum Vitae


Ph.D., University of California, Berkeley
MBA, Wichita State University
B.A., Colorado College


Katherine (Kay) Lemon holds the Accenture Professorship in the Carroll School of Management at Boston College. She also currently serves as the Executive Director for the Marketing Science Institute. Her research and teaching focuses on customer experience, customer management, customer equity, marketing strategy and the dynamics of customer-firm relationships. On these topics, Kay has extensive speaking, training and consulting experience with leading global companies. Her research appears in a variety of journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and the Journal of Service Research. She also serves on the editorial boards of the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Service Research.


  • American Marketing Association Fellow
  • Christopher Lovelock Career Contributions to the Services Discipline Award
  • Elsevier Research Scholar of the Year Award
  • Early Career Contributions to Marketing Strategy Research Award  
  • 2009 Sheth Foundation/Journal of Marketing Award
  • Journal of Marketing’s Marketing Science Institute/H. Paul Root Award


Recent Articles

  • Lemon, Katherine N. and Peter Verhoef (2016), “Understanding Customer Experience Throughout the Customer Journey,” Journal of Marketing, forthcoming.
  • Robinson, Stacey, Michael K. Brady, Katherine N. Lemon and Michael D. Giebelhausen (2016), “Less of This One? I’ll Take It: New Insights on the Influence of Shelf-Based Scarcity,” International Journal of Research in Marketing, forthcoming.
  • Bone, Sterling A., Katherine N. Lemon, Clay Voorhees, Katie A. Liljenquist, Paul. W. Fombelle, R. Bruce Money and Kristen B. DeTienne (2016), “Mere Measurement ‘Plus’: How Solicitation of Open-ended Positive Feedback Influences Customer Purchase Behavior,” Journal of Marketing Research, forthcoming.
  • Fombelle, Paul W., Sterling A. Bone and Katherine N. Lemon (2016), “Responding to the 98%: Face Enhancing Strategies for Dealing with  Rejected Customer Ideas,” Journal of the Academy of Marketing Science, forthcoming.
  • Bone, Sterling A., Paul W. Fombelle, Kristal Ray, and Katherine N. Lemon (2015), “How Customer Participation in B2B Peer-to-Peer Problem Solving Communities influences the Need for Traditional Customer Service,” Journal of Service Research, 18 (February), 23-38.
  • Mark, Tanya, Katherine N. Lemon, Mark Vandenbosch Jan Bulla and Antonello Maruotti (2013), “Capturing The Evolution of Customer-Firm Relationships:  How Customers Become More (or Less) Valuable Over Time,” Journal of Retailing, 89 (3), 231-245 (William R. Davidson Best Article Award 2015 from Journal of Retailing).


  • Customer Equity Management: Marketing Strategy for Profitable Customer Relationships (2005, with Rust and Narayandas)
  • Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere (2001, with Newell)
  • Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy (2000, with Rust and Zeithaml) which received the first annual American Marketing Association Foundation AMA-Berry Book Prize


Kay is an Academic Fellow for the Center for Services Leadership, a Distinguished Faculty Fellow for the Center for Excellence in Service, a member of the International Academic Advisory Panel for the Institute of Service Excellence at Singapore Management University, and a member of the Marketing Advisory Board for Harte Hanks. Previously, Professor Lemon served on the Board of Directors of the American Marketing Association, on the Academic Council of the AMA, as editor of the Journal of Service Research, and as Chairperson of the Marketing Department at BC. Before joining the Carroll School, she was on the faculty of the Harvard Business School and Duke University. Prior to her academic career, Kay held industry positions as Vice President of Marketing for a new high technology venture in Silicon Valley, and Senior Western United States Field Director of Marketing for a for-profit health care concern.