The global publishing group Emerald has just announced the list of winners of its 2013 Citations of Excellence Award, now in its 17th year. KEDGE Business School Professor of Marketing Bernard Cova is one of the recipients, in recognition of his article entitled “Working consumers: the next step in marketing theory?”, published in 2009 in the magazine Marketing Theory.
The Citations of Excellence Award celebrates the 50 academic articles receiving the greatest number of citations over the past three years in other research papers published in 300 management journals, including Harvard Business Review, Journal of Marketing, Journal of Finance, Strategic Management Journal, MIT Sloan Management Review, and McKinsey Quarterly.
According to Bernard Cova, the text’s author together with Daniele Dalli, University of Pisa (Italy) Professor of Marketing, “More then 50,000 scientific articles are published every year and being one of the 50 most cited demonstrates the importance of the topic and our findings”. The article is part of a body of research carried out since 2008 in the field of “working consumers”.
In the words of Professor Cova, “This text has opened the door worldwide to the idea that a company will not only view today's consumers as resource destroyers but also as producers since they both can and want to work for the brands they love, usually for no reward”. Hence the article's final discussion on the possibility that working consumers are doubly exploited through collaborative marketing programs: because they work for free promoting the brand they love; and because by so doing, they end up paying more for the products of a brand that they have helped to promote and enhance its value. Cases analyzed in the article include Nutella hazelnut cream and Warhammer tabletop game.
The Citations of Excellence Awards ceremony will be part of the “Emerald Networking and Awards Presentation Evening” held Sunday 11 August 2013 in Orlando (Florida) www.emeraldinsight.com.