Management researchers should know who are their customers and effort to create value for their customers.Their customers include two types: researcher customers and practitioner customers.Evaluation of management research priorities are practitioner customers firstly,followed by researcher customers,special agencies only as a substitute.The typical customers lost include three types: (1) discard customers; (2) reversed the position of practitioner customers and researcher customers; (3) neither researcher customers,nor practitioner customers.The customers lost is so serious that it has aggravated research with irrelevance to practice and academic misconduct.In order to resolve customer lost,we have to recognize the value priorities of research results,reform the academic evaluation system and establish a classification evaluation system applied to different researchers.key indicators of evaluation should be the number of quoters,readers and users rather than the level of academic journals.