The Jerry S. Rawls and P. W. Horn Distinguished Professor of Marketing, Texas Tech University
J. B. Hoskins Professor of Marketing, Texas Tech University (1994-2002)
Editor, Journal of Marketing (1984-1987)
Professor of Marketing, Texas Tech University (1980-1983)
Major Areas of Teaching and Research:
Competition, Strategy, Marketing Theory, Ethics, Macromarketing, and Philosophy of Science.
Prizes and Honors:
As of January 2021, there were over 71,600 google scholar citations to Hunt’s works, with an “h-index” of 88 and an “i10 index” of 180. (See profile open to the public at “Shelby D. Hunt – Google Scholar Citations.”)
In 2020, the Journal of Marketing published a study by Zeithmal et al. that identified my 1994 article, “The Commitment-Trust Theory of Relationship Marketing,” co-authored with Robert M. Morgan, as the most frequently cited article ever published in the Journal of Marketing.
2019 Journal of Marketing Management “Best Paper Award 2018: Highly Commended” for Hunt, Shelby D. (2018), “Advancing Marketing Strategy in the Marketing Discipline and Beyond: From Promise, to Neglect, to Prominence, to Fragment (to Promise?).”
In 2017, the American Marketing Association honored Hunt as a “Marketing Legend.” (See interview at ama.marketing/Legends.)
In 2015, the Journal of Marketing, Harold H. Maynard Award was changed to the “Shelby D. Hunt/Harold H. Maynard Award” by the American Marketing Association. This award is given each year to the Journal of Marketing article that makes “the most significant contribution to marketing theory and thought.”
Journal of Historical Research in
Marketing “Highly Commended Award” for Hunt, Shelby D. (2014), “Understanding Marketing’s Philosophy
Debates: A Retrospective on Seven Key Publication Events,”
JHRM 6(3): 351- 378.
In 2015, named a “Fellow of the American Marketing Association.” (Member of “Inaugural Cohort.”)
In 2014, an article in IJRM ranked the following article as #1 in “academic impact” in marketing science for the years 1982-2003 (based on citations): Morgan, Robert M. and Shelby D. Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July): 20-38. (See Roberts, Kayande, and Stremersch, IJRM 31(2).)
In 2014, an article in IJRM ranked the following article as #15 in “practice impact” in marketing science for the years 1982-2003 (based on a survey of marketing practitioners): Hunt, Shelby D. and Robert M. Morgan (1995), "The Comparative Advantage Theory of Competition,” Journal of Marketing, 59 (April): 1-15. (See Roberts, Kayande, and Stremersch, IJRM 31(2).)
2014 “Carl and Linda Stem Distinguished Faculty Research Award” for “Outstanding Research Contributions to the Academy,” Rawls College of Business Administration, Texas Tech University.
2013 Journal of Business and Industrial Marketing “Outstanding Paper Award” for Hunt, Shelby D. and Sreedhar Madhavaram (2012), “Managerial Action and Resource-Advantage Theory: Conceptual Frameworks Emanating from a Positive Theory of Competition.”
2011 Journal of the Academy of Marketing Science Sheth Foundation Award for Best Paper, "Sustainable Marketing, Equity, and Economic Growth: A Resource-Advantage, Economic Freedom Approach."
In 2011, Sage Publications published the ten-volume set: Legends in Marketing: Shelby D. Hunt. The volumes include 132 of Hunt’s articles, 41 commentaries on his work by distinguished scholars, and interviews of Hunt by each volume’s editor.
Honored as the first "Distinguished Fellow" by the International Society of Franchising in 2011
Recipient of the 2011 Marketing Management Association "Innovative Marketing Award"
Identified as one of the 250 most “highly cited” economics and business researchers in the world (Thomson-ISI, 2003)
“The Commitment-Trust Theory of Relationship Marketing” (J. Marketing, 1994, with Robert M. Morgan) has been identified as the most frequently cited article (for 1993-2003) in the economics-business literature (Thomson-ISI, 2003).
2004 Sheth Foundation/Journal of Marketing Award, which recognizes the 1995 “Comparative Advantage Theory of Competition” JM article, with Robert M. Morgan, for its “long term contributions to the field of marketing and marketing theory.”
Identified as the scholar having the highest number of citations per year, per article in JM, JMR, and JCR (see Helm, et al. “Citation Frequency of Research” in 2003 AMA Educators’ Summer Proceedings).
Society for Marketing Advances/Elsevier Science Distinguished Scholar Award, (2002).
Identified as one of the two top researchers in terms of major journal articles (1985-1999) by Bakir, et al. (2000), “Publications in Major Marketing Journals,” JME, 22(2): 99-107
Journal of Marketing, Harold H. Maynard Award for best theory article (1976, 1983, 1995).
2000 Journal of Business Research/Elsevier Science Award for “Exceptional Quality and High Scholarly Impact” for Chonko, L.B. and S.D. Hunt (1985), “Ethics and Marketing Management,” JBR, 13 (Aug.): 339-59.
Texas Tech University President's Excellence in Teaching Award, (1993)
American Marketing Association/Richard D. Irwin Distinguished Marketing Educators Award (1992)
Best Article award from the Journal of Macromarketing (1991).
Outstanding Marketing Educator Award, The Academy of Marketing Science (1987).
Paul D. Converse Award from the American Marketing Association for contributions to theory and science in marketing (1986)
"Outstanding Article of 1983" award by the Journal of Marketing Education
University of Wisconsin Amoco Distinguished teaching Award, (1977)
Hunt, Shelby D. (2010), Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory. New York, NY: Routledge (originally published by M.E. Sharpe, Inc.)
Hunt, Shelby D. (2003), Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity. Armonk, NY: M.E. Sharpe, Inc.
The preceding book is also available in a Chinese edition, published by Shanghai University of Finance and Economics Press 2006.
Hunt, Shelby D. (2002), Foundations of Marketing Theory: Toward a General Theory of Marketing. Armonk, NY: M.E. Sharpe, Inc.
The preceding book is also available in a Chinese edition, published by Shanghai University of Finance and Economics Press 2006.
Hunt, Shelby D. (2000), A General Theory of Competition: Resources, Competences, Productivity, Economic Growth. Thousand Oaks, CA: Sage Publications.
Hunt, Shelby D. (1991), Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science, Cincinnati: SouthWestern Publishing Co.
Hunt, Shelby D. (1983), Marketing Theory: The Philosophy of Marketing Science, Homewood, Illinois: Richard D. Irwin, Inc.
Bush, Ronald and Shelby D. Hunt (1982), Marketing Theory: Philosophy of Science Perspectives, Chicago: American Marketing Association.
Hunt, Shelby D. (1976), Marketing Theory: Conceptual Foundations of Research in Marketing, Columbus: Grid Publishing, Inc.
The preceding book is also available in a Japanese edition published by Chikura Shobo Publishing, Inc., Tokyo, 1979
Ozanne, Urban B. and Shelby D. Hunt (1971), The Economic Effects of Franchising, Washington: United States Senate--U.S. Government Printing Office.
Publications in Journals:
Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Macromarketing, Journal of Business Research, Journal of Retailing, Journal of Academy of Marketing Science, Journal of Business Ethics, California Management Review, Journal of Marketing Education, Journal of Advertising Research, Academy of Management Review, Academy of Management Journal, Philosophy of the Social Sciences, Journal of Economic Issues, Eastern Economic Journal, Journal of Socio-Economics, European Marketing Journal, Journal of Management Inquiry, Journal of Marketing Management, Journal of Public Policy and Marketing, Journal of Business and Industrial Marketing, Australasian Marketing Journal, Journal of Advertising, International Studies in the Philosophy of Science, Journal of Historical Research in Marketing, AMS Review, among others.
Links to PDF copies of selected journal articles:
The Socioeconomic Consequences of the Franchise System of Distribution (1972) Journal of Marketing
The Trend Toward Company-Operated Units in Franchise Chains (1973) Journal of Retailing
Power in a Channel of Distribution (1974) Journal of Marketing Research
Tying Agreements in Franchising (1975) Journal of Marketing
Full Disclosure Laws in Franchising: An Empirical Evaluation (1976) Journal of Marketing
Franchising: Promises, Problems, Prospects (1977) Journal of Retailing
Macromarketing as a Multi-Dimensional Construct (1981) Journal of Macromarketing
The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model (1982) Journal of Marketing
General Theories and the Fundamental Explananda of Marketing (1983) Journal of Marketing
Ethical Problems of Marketing Researchers (1984) Journal of Marketing Research
Marketing and Machiavellianism (1984) Journal of Marketing
Behavioral Dimensions of
Channels of Distribution: Review and Synthesis (1985)
Journal of the
Ethics and Marketing Management: An Empirical Examination (1985) Journal of Business Research
Organizational Commitment and Marketing (1985) Journal of Marketing
Marketing Education and Marketing Success: Are They Related? (1986) Journal of Marketing Education
The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement (1988) Historical Perspectives in Marketing: Essays in Honor of Stanley G. Hollander
Corporate Ethical Values and Organizational Commitment in Marketing (1989) Journal of Marketing
The Nature and Scope of Marketing (1986) Journal of Marketing
A General Theory of Marketing Ethics (1986) Journal of Macromarketing
Truth in Marketing Theory and Research (1990) Journal of Marketing
Positivism and Paradigm Dominance in Consumer Research (1991) Journal of Consumer Research
Cognitive Moral Development and Marketing (1992) Journal of Marketing
For Reason and Realism in Marketing (1992) Journal of Marketing
Marketing Is...(1992) Journal of the Academy of Marketing Science
Objectivity in Marketing Theory and Research (1993) Journal of Marketing
Organizational Consequences, Marketing Ethics and Salesforce Supervision (1993) Journal of Marketing Research
A Realist Theory of Empirical Testing (1994) Philosophy of the Social Sciences
On Rethinking Marketing: Our Discipline, Our Practice, Our Methods (1994) European Journal of Marketing
On the Rhetoric of Qualitative Inquiry: Toward Historically Informed Argumentation in Management Inquiry (1994) Journal of Management Inquiry
Relationship Marketing in the Era of Network Competition (1994) Marketing Management
The Commitment-Trust Theory of Relationship Marketing (1994) Journal of Marketing
The Comparative Advantage Theory of Competition (1995) Journal of Marketing
The Resource-Advantage Theory of Competition: Toward Explaining Prodecutivity and Economic Growth (1995) Journal of Management Inquiry
The Resource-Advantage Theory of Competition, Dynamics, Path Dependencies, and Evolutionary Dimensions (1996) Journal of Marketing
Competing Through Relationships: Grounding Relationship Marketing in Resource Advantage Theory (1997) Journal of Marketing Management
Evolutionary Economice, Endogenous Growth Models, and Resource-Advantage Theory (1997) Eastern Economic Journal
Resource-Advantage Theory: An Evolutionary Theory of Competitve Firm Behavior? (1997) The Journal of Economic Issues
Resource-Advantage Theory and the Wealth of Nations: Developing the Socio-Economic Research Tradition (1997) Journal of Socio-Economics
Resource-Advantage Theory: A Snake Sallowing Its Tail or a General Theory of Competition (1997) Journal of Marketing
Marketing Researcher Ethical Sensitivity: Conceptualization, Measurement, and Exploratory Investigation (1998) Journal of Marketing
The Strategic Imperative and Sustainable Competitive Advantage: Public Policy Implications of Resource-Advantage Theory (1999) Journal of the Academy of Marketing Science
Marketing's Contribution to Business Strategy: Market Orientation, Relationship Marketing, and Resource-Advantage Theory (2000) International Journal of Management Reviews
A General Theory of Competition: Issues, Answers and an Invitation (2001) European Journal of Marketing
Competition as an Evolutionary Process and Antitrust Policy (2001) Journal of Public Policy & Marketing
Salesperson Cooperation: The Influence of Relational, Task, Organizational, and Personal Factors (2001) Journal of the Academy of Marketing Science
The Influence of Philosophy, Philosophies, and Philosopherrs on a Marketer's Scholarship (2001) Journal of Maketing
Alliance Competence, Resources, and Alliance Success: Conceptualization, Measurement, and Initial Test (2002) Journal of the Academy of Marketing Science
A Theory and Model of Business Alliance Success (2002) Journal of Relationship Marketing
Competition in the Third Millennium: Efficiency or Effectiveness? (2002) Journal of Business Research
Competitive Irrationality: The Influence of Moral Philosophy (2002) Business Ethics Quarterly
Resource-Advantage Theory and Austrian Economics (2002) Entrepreneurship and the Firm: Austrian Perspectives on Economic Organization
Resource-Advantage Theory and Embeddedness: Explaining R-A Thoery's Explanatory Success (2003) Journal of Marketing Theory and Practice
The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing (2003) Journal of Marketing
Market Segmentation, Competitive Advantage, and Public Policy: Grounding Segmentation Strategy in Resource-Advantage Theory (2004) Australasian Marketing Journal
The Normative Imperatives of Business and Marketing Strategy... (2004) Journal of Business & Industrial Marketing
For Truth and Realism in Management Research (2005) Journal of Management Inquiry
The Resource-Advantage Theory of Competition: A Review (2005) Review of Marketing Research
A General Theory of Marketing Ethics: A Revision and Three Questions (2006) Journal of Macromarketing
Does Marketing Success Lead to Market Success? (2006) Journal of Business Research
On Reforming Marketing: For Marketing Systems and Brand Equity Strategy (2006) Does Marketing Need Reform?
Teaching Marketing Strategy Using Resource-Advantage Theory (2006) Journal of Marketing Education
The Explanatory Foundations of Relationship Marketing Theory (2006) Journal of Business & Industrial Marketing
Toward a General Theory of Marketing: Resource-Advantage Theory as an Extension of Alderson's Theory of Market Processes (2006) A Twenty-First Century Guide to Aldersonian Marketing Thought
A Responsibilities Framework for Marketing as a Professional Discipline (2007), Journal of Public Policy and Marketing
Understanding Ethical Diversity in Organizations (2007) Organizational Dynamics
Grounding Supply Chain Management in Resource-Advantage Theory (2008) The Journal of Supply Chain Management
Explaining Alliance Success: Competences, Resources, Relational Factors, and Resource-Advantage Theory (2009) Industrial Marketing Management
Developing Successful Theories in Marketing: Insights from Resource-Advantage Theory (2011) AMS Review
On The Founding of the Journal of Macromarketing (2011) Journal of Macromarketing
Sustainable Marketing, Equity, and Economic Growth (2011) Journal of Academy of Marketing Science
Theory Status, Inductive Realism, and Approximate Truth (2011) International Studies in the Philosophy of Science
The Theory of Monopolistic Competition, Marketing’s Intellectual History, and the Product Differentiation Versus Marketing Segmentation Controversy (2011) Journal of Macromarketing
Explaining Empirically Successful Marketing Theories: The Inductive Realist Model, Approximate Truth, and Market Orientation (2012) AMS Review
The Evolution of Resource-Advantage Theory: Six Events, Six Realizations, Six Contributions (2012) Journal of Historical Research in Marketing
Alliance Market Orientation, New Product Development, and Resource Advantage Theory (2012) Journal of Business and Industrial Marketing
Managerial Action and Resource-Advantage Theory: Conceptual Frameworks Emanating from a Positive Theory of Competition (2012) Journal of Business and Industrial Marketing
Toward the Institutionalization of Macromarketing: Sustainable Enterprise, Sustainable Marketing, Sustainable Development, and the Sustainable Society (2012) Journal of Macromarkeing
A General Theory of Business Marketing: R-A Theory, Alderson, the ISBM Framework, and the IMP Theoretical Structure (2013) Industrial Marketing Management
The Inductive Realist Model of Theory Generation: Explaining the Development of a Theory of Marketing Ethics (2013) AMS Review
Teaching Dynamic Competition in Marketing (2014) Atlantic Marketing Journal
Understanding Marketing’s Philosophy Debates: A Retrospective on Seven Key Publication Events (2014) Journal of Historical Research in Marketing
Explicating the Inductive Realist Model of Theory Generation (2015) AMS Review
The Theoretical Foundations of Strategic Marketing and Marketing Strategy: Foundational Premises, R-A Theory, Three Fundamental Strategies, and Societal Welfare (2015) AMS Review
The Bases of Power Approach to Channel Relationships: Has Marketing's Scholarship Been Misguided (2015) Journal of Marketing Management
The General Theory of Ethics Hunts The Consumer Ethics and Intentions Issues (2015) Handbook on Ethics and Marketing
Customizing Busines-to-Business (B2B) Professional Services: The Role of Intellectual Capital and Internal Social Capital (2017) Journal of Business Research
Strategic Marketing, Sustainability, the Triple Bottom Line, and Resource-Advantage (R-A) Theory: Securing the Foundations of Strategic Marketing Theory and Research (2017) AMS Review
Advancing Marketing Strategy in the Marketing Discipline and Beyond: From Promise, to Neglect, to Prominence, to Fragment (to Promise?) (2018) Journal of Marketing Management
Reflections on Ethical Issues in Marketing Management: An Empirical Examination (2018) Journal of Global Scholars of Marketing Science
The Philosophy of Science Foundations of Marketing Research: For Scientific Realism and the Inductive Realist Models of Theory Status and Generation (2018) Journal of Global Scholars of Marketing Science
The Prospects for Marketing Strategy and the Marketing Discipline in Era V: Is the Prognosis Promising or Problematic? (2018) Journal of Marketing Management
The Theoretical Foundations of Nonprofit Competition: A Resource-Advantage Theory Approach (2018) Journal of Nonprofit and Public Sector Marketing