Faculty Profile

Katherine N. Lemon

Accenture Professorship and Professor of Marketing

Ph.D., Marketing, Haas School of Business, University of California, Berkeley

Department of Marketing

Carroll School of Management

Boston College

Fulton Hall 444

140 Commonwealth Avenue

Chestnut Hill, MA 02367-3808

617.552.1647

617.552.6677

kay.lemon@bc.edu

Professor Katherine N. Lemon received her PhD from University of California, Berkeley. Prior to receiving her PhD, Lemon held senior marketing positions in the fields of health care and high technology. Professor Lemon's research and expertise is in the areas of customer equity, customer asset management and customer-based marketing strategy. She has conducted research in a myriad of global industries, including financial services, consumer packaged goods, retailing, telecommunications, interactive television, computing, high-technology electronics, and emerging e-commerce companies. Her research appears in leading marketing journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Service Research, 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. In addition, she received the Donald R. Lehmann Award (2003) for the best dissertation-based article published in the Journal of Marketing or Journal of Marketing Research in the past two years, the Journal of Service Research Best Article Award for 2003, and the 2003 and 2004 Marketing Science Institute Robert D. Buzzell Best Paper Awards. Lemon serves on the editorial boards of the Journal of Marketing, Journal of Marketing Research, Journal of Service Research, Journal of the Academy of Marketing Science, and the Journal of Interactive Marketing. She has been named incoming editor for the Journal of Service Research effective June 2009 and is a member of the Academic Council of the American Marketing Association. Prior to BC, Kay was a Visiting Professor of Marketing at the Harvard Business School, and was on the marketing faculty of Duke University's Fuqua School of Business. She teaches undergraduate and graduate courses focusing on Dynamic Customer Relationship Management, Customer Equity and Customer Value Creation, Marketing Strategy, and Marketing ROI.

Curriculum Vitae ►

Honors and Awards

Research Recognition

Finalist, Journal of Service Research Best Article Award (2006) for the article, “Forward-Looking Focus: Can Firms Have Adaptive Foresight?” Journal of Service Research Special Issue: Managing Customers for Value, 9 (November), 168-183 (2006 with Valarie Zeithaml et al.)

Best Article Finalist and Honorable Mention Award (2006) for the article, “The WOW Factor: A Model of Customer Reacquisition,” Journal of Retailing Special Issue: Competing through Service, 83 (1), 47-64 (with Tokman and Davis)

Marketing Science Institute/H. Paul Root Award (2005) for the article “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68 (January), 109-127 (2004, with Rust and Zeithaml). The award recognizes the 2004 Journal of Marketing article that made the greatest contribution to the advancement of the practice of marketing

American Marketing Association Best Services Article In 2003 Award (2004) presented by the Services Marketing Special Interest Group (Services Marketing Special Interest Group) of the American Marketing Association for the article “What is the True Value of a Lost Customer?” Journal of Service Research, 5 (February), 196-208 (2003, with Hogan and Libai)

Early Career Contributions to Marketing Strategy Research Award (2004) presented by the American Marketing Association’s Marketing Strategy Special Interest Group

Finalist, Journal of Marketing Research O’Dell Award (2004) for the article “A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction,” Journal of Marketing Research, 36 (May), 171-186 (1999, with Bolton)

Marketing Science Institute Robert D. Buzzell Best Paper Award (2004) for the paper “What is the True Value of a Lost Customer?” Marketing Science Institute Working Paper Series, No. 02-108 (2002, with Hogan and Libai)

Journal of Service Research Best Article Award (2003) for the article “What is the True Value of a Lost Customer?” Journal of Service Research, 5 (February), 196-208 (2003, with Hogan and Libai)

Donald R. Lehmann Award (2003) for the best dissertation-based article published in the Journal of Marketing or the Journal of Marketing Research in the past two calendar years for the article “Dynamic Customer Relationship Management: Incorporating Future Considerations Into the Service Retention Decision,” Journal of Marketing, 66 (January), 1-14 (2002, with White and Winer), presented by the American Marketing Association Marketing Research Special Interest Group

Finalist, Early Career Contributions to Marketing Strategy Research Award (2003) presented by the American Marketing Association Marketing Strategy Special Interest Group

Marketing Science Institute Robert D. Buzzell Best Paper Award (2003) for the paper “Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions,” Marketing Science Institute Working Paper Series, No. 01-108 (2001, with Rust and Zeithaml)

American Marketing Association Berry Book Prize (2002) for the best marketing book of the year for Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy (2000, with Rust and Zeithaml, Free Press)

Nominee, Junior Scholar Distinguished Research Award, Boston College (2002)

Reviewer Awards

Journal of the Academy of Marketing Science Outstanding Reviewer Award (2006)

Journal of Marketing Outstanding Reviewer Award (2005)

Selected Publications

Bolton, Ruth N., Katherine N. Lemon and Peter C. Verhoef (2008), “Expanding Business-to-Business Customer Relationships: Modeling the Customer Upgrade Decision,” Journal of Marketing, 72 (January), 46-64.

White, Tiffany Barnett, Katherine N. Lemon and John E. Hogan (2007), “Customer Retention When the Customer’s Future is Uncertain,” Psychology and Marketing 24(10) (October), 849-869.

Lemon, Katherine N. (2007), “The Dark Side of Customer Analytics,” Harvard Business Review (case commentary 37-48), 85 (May), 44.

Bolton, Ruth N., Katherine N. Lemon and Matthew Bramlett (2006), “The Effect of Service Experiences Over Time on a Supplier’s Retention of Business Customers,” Management Science 52 (December), 1811-1823 (lead article, also published in the MSI Working Paper Series).

Tokman, Mert, Lenita Davis and Katherine N. Lemon (2006), “The WOW Factor: A Model of Customer Reacquisition,” Journal of Retailing Special Issue: Competing Through Service, 83 (1), 47-64 (Special Issue Best Article Finalist and Honorable Mention Award).

Rust, Roland T., Valarie A. Zeithaml and Katherine N. Lemon (2004), “Customer-Centered Brand Management,” Harvard Business Review September, 110-118.

Hogan, John E., Katherine N. Lemon and Barak Libai (2004), “Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness,” Journal of Advertising Research 44 (Sep/Oct), 271-280 (Reprinted in Focus-Jahrbuch, 2006, Wolfgang Koschnick, Ed., Munich: Focus Magazin Verlag).

Bolton, Ruth N., Katherine N. Lemon and Peter C. Verhoef (2004), “The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research,” Journal of the Academy of Marketing Science 32 (Summer), 271-293.

Rust, Roland T., Katherine N. Lemon and Valarie A. Zeithaml (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing 68 (January), 109-127 (2005 Marketing Science Institute H. Paul Root Journal of Marketing Best Article Award).

Hogan, John E., Katherine N. Lemon and Barak Libai (2003), “What is the True Value of a Lost Customer?” Journal of Service Research 5 (February), 196-208 (2003 Journal of Service Research Best Article Award; 2004 American Marketing Association Service Special Interest Group Best Article Award; profiled in Sloan Management Review Intelligence Section – Winter 2003).

Lemon, Katherine N. and Stephen M. Nowlis (2002), “Developing Synergies Between Promotions and Brands in Different Price-Quality Tiers,” Journal of Marketing Research 39 (May), 171-185.

Lemon, Katherine N., Tiffany Barnett White and Russell S. Winer (2002), “Dynamic Customer Relationship Management: Incorporating Future Considerations Into the Service Retention Decision,” Journal of Marketing 66 (January), 1-14 (lead article; 2003 Journal of Marketing/Journal of Marketing Research Lehmann Award).

Hogan, John E., Katherine N. Lemon and Roland T. Rust (2002), “Customer Equity Management: Charting New Directions for the Future of Marketing,” Journal of Service Research Special Issue: Customer Equity Management, 5 (August), 4-12.

Rust, Roland T., Valarie A. Zeithaml and Katherine N. Lemon (2001), “Driving Customer Equity,” Diamond Harvard Business Review (Japan) 10 (October), 68-85, adapted and translated by Satoshi Deguchi.

Zeithaml, Valarie A., Roland T. Rust and Katherine N. Lemon (2001), “The Customer Pyramid: Creating and Serving Profitable Customers,” California Management Review 43 (Summer), 118-142.

Lemon, Katherine N., Roland T. Rust and Valarie A. Zeithaml (2001), “What Drives Customer Equity?” Marketing Management 10 (Spring), 20-25 (also reprinted in Managing Customer Relationships, 2004, by Don Peppers and Martha Rogers, Hoboken: John Wiley and Sons).

Boone, Derrick S., Katherine N. Lemon and Richard Staelin (2001), “The Impact of Firm Introductory Strategies on Consumers’ Perceptions of Future Product Introductions and Purchase Decisions,” Journal of Product and Innovation Management 18 (March), 96-109.

Bolton, Ruth N. and Katherine N. Lemon (1999), “A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction,” Journal of Marketing Research 36 (May), 171-186 (2004 Journal of Marketing Research O’Dell Award Finalist).

Simonson, Itamar, Steven M. Nowlis and Katherine N. Lemon (1993), “The Effect of Local Consideration Sets on Global Choice Between Lower Price and Higher Quality,” Marketing Science 12 (Fall), 357-377.

Editorships

Editor-Designate, Journal of Service Research. Four-year term will begin June 2009.

Special issue (2006, November) of Journal of Service Research co-edited with V. Kumar and A. Parasuraman for papers arising from the “Managing Customers for Value” Conference, co-sponsored by the Boston College Carroll School of Management and the University of Connecticut School of Business, Storrs, CT, 2005.

Special issue (2002, Vol. 5) of Journal of Service Research co-edited with John Hogan for papers arising from the Boston College Carroll School of Management Marketing Department “Managing the Customer Asset” Conference, Boston, MA, 2001.

Founding Member, Service Business: An International Journal, 2006

Guest Editor, Journal of Marketing, 2007, 2008

Editorial Boards: Journal of Marketing, 2002 – present

Journal of Marketing Research, 2005 – present

Journal of Service Research, 1998 – present

Journal of Interactive Marketing, 2000 – present

Journal of the Academy of Marketing Science, 2003 – present

Journal of Relationship Marketing, 2005 – present

Service Business: An International Journal, 2006 – present

International Journal of Electronic Commerce, 2003 – 2006

Selected Books

Rust, Roland T., Katherine N. Lemon and Das Narayandas (2005), Customer Equity Management: Marketing Strategy for Profitable Customer Relationships, Upper Saddle River: Pearson Prentice Hall.

Newell, Frederick and Katherine N. Lemon (2001), Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere, New York: The McGraw-Hill Companies (also translated into Chinese, Japanese, Korean, and Portuguese).

Rust, Roland T., Valarie A. Zeithaml and Katherine N. Lemon (2000), Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, New York: The Free Press (2002 American Marketing Association Berry Book Prize; also translated into Portuguese, Chinese, Japanese and Dutch).