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Distinguished
University Professor
 Roland
Rust, David Bruce Smith Chair in Marketing, chair of the
marketing department, and executive director of the Center
for Excellence in Service and the Center for Complexity in
Business, has been named Distinguished University Professor.
It is the highest honor presented by the university; only 50
have been conferred since the award’s inception 28 years
ago. The title of Distinguished University Professor
recognizes the influence of Rust’s body of research and his
impact on the field of marketing, particularly in the area
of service.
Rust is one of the top scholars in marketing, producing
research that is unparalleled in its breadth and scope. He
has won the MSI-Paul Root award from the Journal of
Marketing three times, a hat trick that puts him in the
company of only Philip Kotler and Paul Green, and has
collected/received numerous other best article awards. He is
the holder of career awards in advertising, service
marketing, marketing research, and statistics. He is the
editor of his field’s top-cited journal, the Journal of
Marketing, and the journal he founded at the Smith
School, the Journal of Service Research, was recently
indexed by the Social Science Citation Index only seven
years after its inception. It is now the fifth highest-cited
journal in the field.
He is the author of eight books, including Driving
Customer Equity with Valerie Zeithaml and Katherine
Lemon, which won the 2002 Berry-AMA Book Prize for the best
marketing book of the previous three years; his most recent
book, Customer Equity Management with Lemon and Das
Narayandas, is well on its way to becoming the seminal
textbook for modern customer relationship studies. Rust is
something of a marketing trend seismograph: if he is
studying it, it is sure to be the next big thing.
Rust’s most recent project involved creating an adaptive
personalization system for downloading digital music, with
Michel Wedel, PepsiCo Professor of Consumer Science, and
doctoral student Tuck Siong Chung, now an assistant
professor at Nanyang University in Singapore. Rust is
currently studying service productivity. His work reaches
out to both the academic and managerial audiences and his
models of customer equity have been implemented by a number
of leading companies worldwide.
Rust founded the school’s Center for Excellence in
Service, which sponsors the Journal of Service Research
and the Frontiers in Service Conference, the world’s leading
annual service conference, which last year drew attendees
from 41 countries.
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