UA WALTON COLLEGE’S MARKETING FACULTY RESEARCH PRODUCTIVITY FIRST PLACE IN PUBLIC POLICY AND MARKETING JOURNAL

FAYETTEVILLE, Ark. — The marketing faculty of the Sam M. Walton College of Business, University of Arkansas, have been ranked first in the nation in research productivity from1982-2001.

The Journal of Public Policy & Marketing, one of the most highly regarded journals in its field, published the rankings in its spring 2002 issue. The article reviewed the authors and affiliations of contributors for the first 20 years (1982-2001) of the publication, during which period the Walton College tied for first place with Michigan State University and the University of Utah. In the second ten years (1991-2001) of the study, the Walton College ranked first by itself.

In addition, Walton College faculty Scot Burton, professor and Wal-Mart Chair in Marketing, and Steve Kopp, associate professor of marketing, were listed among the top six percent of individual contributors to the journal.

The article, titled, "Two Decades of Contributions to Marketing and Public Policy: An Analysis of Research Published in Journal of Public Policy and Marketing," was authored by David E. Sprott, assistant professor of marketing, Washington State University, and Anthony D. Miyazaki, assistant professor of marketing, University of Miami. The authors analyzed the content to examine the scope and depth of research topics over time. Next they assessed how various authors and institutions have influenced the field by publishing in the journal. Finally, they conducted a citation analysis to show the impact of the publication on research published in journals of related fields.

Burton said, "The Journal of Public Policy & Marketing is one of the top publications in the marketing discipline, and it has an impact both in the marketplace and in the government. We are very pleased that our department is cited in this article." Burton’s public policy-related research has focused on consumer use and reaction to the nutrition facts panel on food packages, consumer response to information disclosures in advertising, and effects of various forms of alcoholic beverage promotion. He serves as the executive director of the Arkansas Household Research Panel and will co-chair the 2003 Marketing and Public Policy Conference to be held in Washington, D. C.

Kopp said, "The Walton College’s marketing and transportation department has produced a strong body of public policy research. We are very pleased to receive national recognition in this area of research. The 'Journal’ is cited in other marketing and consumer behavior-related journals almost half the time, proving that is has impact beyond the 'niche’ of public policy and legal research." His research focuses on intellectual property issues, direct-to-consumer advertising of prescription drugs, and marketing strategy.

Tom Jensen, Wal-Mart Lecturer in Retailing and chair of the marketing and transportation department, said, "It is a real credit to our faculty, and especially to Drs. Burton and Kopp, to have achieved this outstanding recognition. The 'Journal’ has done much to advance the field of marketing and public policy research, especially in the area of understanding the consumer and business interface."

Other top-ranked institutions in the article are the FDA, Louisiana State University, Wayne State University, American University, FTC, Arizona State University, University of North Carolina, Notre Dame, Colorado State University, Clemson University, University of Florida, University of Massachusetts, University of Wisconsin, Marquette University, University of Miami, Babson College, Georgia State University, Oklahoma State University, University of Portland, University of Texas, Villanova University, and Washington State University.

The Journal of Public Policy & Marketing serves a growing interest group and illustrates the contribution that marketing plays in the legal and regulatory venue. Individuals from marketing, economics, environmental and health sciences, consumer affairs, government, and other social science fields contribute articles to the field. The publication covers research into protection of consumers, protection of marketers, policy and policymaking, and societal issues.

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