Natalie Mizik, a professor of marketing at the UW Foster School of Business, has received the 2020 Robert D. Buzzell Best Paper Award from the Marketing Science Institute (MSI) for her revelation of an important cause of myopic marketing.
MSI is a partnership of academic researchers from the top business schools in the world and marketing executives from 60+ leading companies. Winning the institute’s best paper award signifies a work of surpassing influence that extends well beyond the halls of academia.
This year’s award recognizes Mizik’s 2018 paper, “How Incentives Shape Strategy: The Role of CMO, CEO, and CFO Compensation in Inducing Marketing Myopia,” with Martin Artz.
The paper sheds light on how equity incentives in executive compensation packages tempt c-level leaders to engage in short-sighted marketing management to inflate current earnings at the expense of long-term business performance.
Mizik, who joined Foster in 2012, previously won the Buzzell Best Paper Award in 2009 and was a finalist in 2011. She has received the Adobe Data Science Research Award (2017), the American Marketing Association Distinguished Service Award (2015), the AMA’s Erin Anderson Award honoring an emerging female marketing scholar and mentor (2012) and the AMA’s Varadarajan Award for early career contributions to marketing strategy research (2011).
She’s also a six-time Faculty Fellow of the AMA-Sheth Foundation Doctoral Consortium, and has been a finalist for William F. O’Dell Award (Journal of Marketing Research, 2012), the Paul E. Green Best Paper Award (Journal of Marketing Research, 2009, 2011) and the John D.C. Little Best Paper Award (2009).
At the Foster School, Mizik has received the Dean’s Award for Excellence in Graduate Teaching (2019), the Robert M. Bowen EMBA Excellence in Teaching Award (2018), the DBSA Faculty Mentor Award (2018) and the TMMBA Excellence in Teaching Award (2013, 2014, 2017). She was nominated for the UW Distinguished Teaching Award in 2016.
In addition to 20 papers published in top peer-reviewed academic and practitioner journals, Mizik is the editor of the 2018 Handbook of Marketing Analytics with Applications in Marketing, Public Policy, and Litigation (with Dominique Hanssens).
Most of Mizik’s research explores issues of branding, marketing strategy and executive compensation. But she is currently pursuing a very different kind of project. With grant support from the UW Population Health Initiative, Mizik is collaborating with Mark Reger of the UW School of Medicine and Lori Zoellner of the UW Psychology Department on a study discerning whether an adapted Caring Letters intervention—where military veterans write to other veterans—can prevent suicide.