 In Search of a New Paradigm and Fresh Perspectives" co-written with Evert Gummesson won the Best Services Article Award in the American Marketing Association and was a finalist for the IBM award for the best article in the Journal of Service Research.For that and other recognitions, Christopher Lovelock was honoured with the prestigious American Marketing Association’s Award for Career Contributions in the Services Discipline.The 100 or more teaching cases he wrote were also much heralded.