Lisa Scheer, the Emma S. Hibbs Distinguished Professor at the Trulaske College of Business at the University of Missouri, was named the 2021 Distinguished Scholar by the Taylor & Francis/Society for Marketing Advances. Professor Scheer will receive her award at the annual Society for Marketing Advances Conference in early November in Orlando, Florida.
The award, established in 2000, is the society’s highest honor. Its first recipient was Philip Kotler, a professor at Northwestern University, known as the “father of modern marketing.” Professor Scheer was honored for her highly cited research and her willingness to help mentor younger members of the academic community. Dr. Scheer’s research has more than 11,000 citations on Google Scholar. She has two papers that have been cited more than 2,000 times.
“My research often will tackle a topic that seems sort of settled, but take a very different approach to it,” Dr. Scheer said. “If the research has all been following along this one trail, I’ll come across another way and suddenly research will curve that direction — or at least there’ll be a fork that will follow this other direction.”
Professor Scheer holds a bachelor’s degree in business administration and an MBA from the University of Missouri. She earned a Ph.D. at Northwestern University in Evanston, Illinois.