University of Southern California

Gerard Tellis Earns Converse Award
AMA Recognizes Marshall Professor of Marketing’s Enduring Scholarship
December 15, 2011 • by News at Marshall

Dr. Gerard Tellis, Jerry and Nancy Neely Chair in American Enterprise, professor of marketing and director of the USC Marshall Center for Global Innovation, will add another honor to the long list of awards he has received in the field of marketing: the 2012 Paul D. Converse Award.

The American Marketing Association established the Converse award in 1946 to honor "those who have pioneered in developing the theory of marketing and the advancement toward science in marketing," and Fortune magazine described the recipients of the award as constituting the "Marketing Hall of Fame."

"The Paul D. Converse award is a prestigious award, which recognizes outstanding research a decade or two after it was done," said Tellis. "Given time, the judges are better able to evaluate the contribution. So I truly value this award."

Given every four years at the University of Illinois, the Paul D. Converse Award seeks to acknowledge enduring contributions to marketing. Therefore, only work generally available to marketing academics and students for at least five years is considered. A national jury of scholars and practitioners from universities, business and government, including the editorial boards of major academic marketing journals, determines the award recipients by nominating the works for consideration and then rating them.

An expert in innovation, advertising, global market entry and new product growth, Tellis has published more than 100 articles and four books, including Will and Vision: How Latecomers Grow to Dominate Markets, which won the AMA-Berry Award. Tellis has received more than a dozen awards for his scholarship, including the Bass, Odell, Root, Maynard (twice) and Vijay Mahajan Award for Lifetime Contributions to Marketing Strategy.

About the USC Marshall School of Business
Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and path-breaking research. Located in the heart of Los Angeles, one of the world's leading business centers and the U.S. gateway to the Pacific Rim, Marshall offers its 5,700-plus undergraduate and graduate students a unique world view and impressive global experiential opportunities. With an alumni community spanning 123 countries, USC Marshall students join a worldwide community of thought leaders who are redefining the way business works.