The American Marketing Association (AMA) recognized CSU College of Business Dean Beth Walker as one of six distinguished scholars to be inducted as a 2021 AMA Fellow. The honor is given to members of the organization who have made a major impact through their research, theory and practice of marketing, in addition to their service to the AMA.
“The AMA Fellow distinction is an extremely prestigious recognition received by a tiny fraction of academics in the field,” said Ken Manning, Associate Dean for Research and Faculty in the College of Business. “Beth is most deserving given her decades of contributions as a scholar and her disciplinary leadership, including as a member of the AMA’s Academic Council and its Board of Directors.”
The Fellowship recognizes Walker’s prolific career as a renowned and respected scholar, educator, and leader. She rose through the ranks at Arizona State University before coming to Colorado State University’s College of Business to serve as dean. Walker has led the College’s effort to unify research, teaching and community engagement behind the vision of using business for a better world.
Research With Impact
Walker’s academic research has focused on marketing strategy, customer portfolio management, characteristics of high-performing account managers, cross-functional relationships, and social and cognitive processes underlying marketing strategy.
In 2011, she and her co-authors, were awarded the Harold H. Maynard Award by the Journal of Marketing for their article “Balancing Risk and Return in a Customer Portfolio” that lays out a strategy for marketing managers to reduce volatility and increase their efficacy. The award recognizes the most significant contribution to marketing theory that year.
Walker also received the Richard Beckhard Prize for an article she co-authored for the MIT Sloan Management Review that explores the social architecture of strategic business alliances and how positive personal connections can lead to better partnerships.
Beyond her research, she has also been a strong advocate for faculty in the College to research key topics in marketing – and other disciplines – that advance our shared understanding of the business world and its role in society.
“Through her continuous support for our students, faculty, and staff, Beth’s commitment to excellence does a tremendous service to our College, uplifting those around her,” said Dave Gilliland, Chair of the College’s Marketing Department.