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Timothy Keiningham on Organizational Loyalty

November 2009 - By Dr. Nagendra V Chowdary

Our loyalties at work are also driven by our need to accomplish something, and to be a part of something larger than ourselves. In this respect, our loyalty to the organization actually supports our view of ourselves within the society.
— Timothy Keiningham and Dr. Lerzan Aksoy
Effective executive interview with Charles Spinosa on Strategy Execution

Timothy Keiningham is one of the world’s most highly acclaimed loyalty experts. Tim is Global Chief Strategy Officer at Ipsos Loyalty, one of the world’s largest market research firms. His most recent book, Why Loyalty Matters, provides compelling insights into how our loyalties, large and small, lay the foundation for our happiness, and determine the kind of world we live in. The book offers a comprehensive guide to understanding what loyalty is, what it isn’t and how to unlock its power. A prolific writer, Tim has authored and edited eight books. His earlier book, Loyalty Myths, was ranked as the #4 best business book of 2006 by The Globe and Mail newspaper (Toronto, Canada), one of the 30 best business books of 2006 by Soundview Executive Book Summaries, and was a 2007 finalist for the Berry-AMA Book Prize for Best Book in Marketing.

He earned a BA from Kentucky Wesleyan College, an MBA from Vanderbilt University, and a PhD in marketing from Staffordshire University. Tim’s research on the importance of loyalty has received over a dozen prestigious scientific awards.

Dr. Lerzan Aksoy is Associate Professor of Marketing at Fordham University in New York City. She is an internationally recognized expert on the science of loyalty management.

Lerzan was recognized as the top young scientist of 2007 in Turkey by the Junior Chamber International (TOYP Award for Scientific Leadership). She also received the “Werner Von Siemens” and the “Magis” Excellence Awards for research, teaching and social contribution.

Her most recent book, Why Loyalty Matters, provides compelling insights into how our loyalties, large and small, lay the foundation for our happiness, and determine the kind of world we live in. The book offers a comprehensive guide to understanding what loyalty is, what it isn’t and how to unlock its power. Her earlier book, Loyalty Myths, was ranked as the #4 best business book of 2006 by The Globe and Mail newspaper (Toronto, Canada), one of the 30 best business books of 2006 by Soundview Executive Book Summaries, and was a 2007 finalist for the Berry-AMA Book Prize for Best Book in Marketing. She earned a BS from Hacettepe University in Ankara, Turkey, and was awarded the Fulbright Scholarship to pursue her MBA degree at George Mason University in Fairfax, Virginia. She has a PhD in marketing from University of North Carolina at Chapel Hill’s Kenan Flagler Business School.

Lerzan’s research on the importance of loyalty has received over a dozen prestigious scientific awards.

Useful for Understanding of:

  • Loyalty and its importance
  • Relationship between national cultures and loyalty levels
  • Significance and importance of Loyalty Advisor Tool
  • What is organizational loyalty?
  • Desirable and undesirable levels of loyalty
Originally Published in Effective Executive, IUP
Effective Executive Reference No. 03M-2009-11-07-06
IBSCDC Reference No. INT0115
Year and Month of Publication November 2009
Keywords Loyalty and its importance, Relationship between national cultures and loyalty levels, Significance and importance of Loyalty Advisor Tool, What is organizational loyalty?, Desirable and undesirable levels of loyalty
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