AMA Foundation Announces the Renaming of the Paul E. Green Award to the Paul E. Green/Vithala R. Rao Award
CHICAGO, IL / AGILITYPR.NEWS / April 30, 2025 / American Marketing Association Foundation Announces the Renaming of the Paul E. Green Award to the Paul E. Green/Vithala R. Rao Award
The American Marketing Association Foundation (AMAF) is proud to announce the renaming of the esteemed Paul E. Green Award to the Paul E. Green/Vithala R. Rao Award, an annual award that recognizes the best Journal of Marketing Research (JMR) article published in a given calendar year. This renaming recognizes the profound impact of both scholars on the field of marketing research and celebrates a relationship rooted in academic rigor, mutual respect, and a shared vision for advancing the discipline.
Since 1995, the Paul E. Green Award has recognized the JMR article that most demonstrates the potential to significantly advance the practice of marketing research and the broader field of marketing. This year, the AMAF honors the award’s legacy by acknowledging the contributions of Professor Vithala R. Rao, one of Professor Green’s most prolific and accomplished students. The award’s updated title reflects their extraordinary scholarly partnership and the indelible mark each has left on generations of marketing researchers.
Paul E. Green (1927–2012), a pioneer of conjoint analysis, is remembered for revolutionizing marketing research methodologies. His vision and trailblazing work set new standards for analytical rigor and practical application in the field.
Vithala R. Rao, Deane W. Malott Professor of Management and Professor of Marketing and Quantitative Methods Emeritus at Cornell University, was one of Professor Green’s most distinguished doctoral students. Over the course of their careers, Professors Green and Rao coauthored numerous publications, including four Journal of Marketing Research articles.
The American Marketing Association and the AMA Foundation extend their deepest gratitude to Professor Vithala Rao for his generosity and longstanding support of the AMA and its mission. His dedication to advancing the field, along with his decision to invest in this award, ensures that the values he and Professor Green championed—curiosity, rigor, and real-world impact—will continue to inspire new generations of researchers.
The inaugural recipients of the Paul E. Green/Vithala R. Rao Award will be honored at the upcoming AMA Summer Academic Conference in Chicago, IL, August 22-24, 2025.
As we celebrate this exciting new chapter, we invite our broader marketing community to reflect on the importance of mentorship, collaboration, and intellectual generosity—the very values that defined the careers of Paul E. Green and Vithala R. Rao.
For more information on how to make an impact through the AMA Foundation and ways to give, please visit ama.org/foundation or email Aria Childers at achilders@ama.org.
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About the Journal of Marketing
The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm
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As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good.
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