Gary Lilien

• Doctor of Philosophy
• Professor at Pennsylvania State University

Roughly equal in terms of the economic value of transactions, B2B (Business-to-Business) marketing sees a small fraction of the academic research attention that B2C (Business-to-Consumer) marketing sees. In this article, I cite some of the reasons for that imbalance. I then highlight three specific areas—B2B Innovation, B2B Buying and B2B Analytics...

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms’ innovation efforts as the top priority. A workshop of seni...

Welches sind die wichtigsten Entwicklungen und wodurch wird das Industriegütermarketing in der Zukunft geprägt? Drei führende Experten, die seit vielen Jahrzehnten die Forschung auf dem Gebiet des Industriegütermarketing geprägt haben, erlauben uns einen persönlichen Einblick: Professor Dr. Backhaus (Universität Münster), Professor Dr. Belz (Univer...

From 2003 to 2012, the ISMS-MSI Practice Prize/Award competition has documented 25 impactful projects, with associated papers appearing in Marketing Science. This article reviews these papers and projects, examines their influence on the relevant organizations, and provides a perspective on the diffusion and impact of marketing science models withi...

PV1 is a discrete-time, deterministic computer model of market penetration of photovoltaics, available to the user in an interactive mode. A summary description of the model is provided, including its basic computations. The theoretical validation is described. A line-by-line description and verification of the computer code is presented, including...

We introduce the work of the finalists in the 2007 ISMS Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. The winner, describing a collaboration between National Academies Press and a team based at the University of Maryland, involves a sequenced program of research to calibrate price s...

In 2003 the INFORMS Society for Marketing Science (ISMS) introduced and conducted its inaugural Practice Prize Competition. The reports and papers that follow are the finalists from that competition, representing the best examples of rigor plus relevance that our profession produces.

The farther you are from North America, the more challenging it is to pursue a successful academic career in Marketing. Provided are seven concrete recommendations that should help make that task a bit less challenging.

PhD programs in Business-to-Business Marketing are under increasing pressure to bring both more rigor and relevance to their training processes. We report on an empirical investigation on the practices and needed developments in Marketing PhD programs, focusing specifically on Business Marketing. Based on a sample of 41 programs worldwide, we find...

Due to a printer's error, the acknowledgment footnote (footnote 4, p. 350) was deleted from the final page proofs of "Bias and Systematic Change in the Parameter Estimates of Macro-Level Diffusion Models," by Christoph Van den Bulte and Gary L. Lilien, Vol. 16 No. 4 1997, pp. 338Â 353.

Studies estimating the Bass model and other macro-level diffusion models with an unknown ceiling feature three curious empirical regularities: (i) the estimated ceiling is often close to the cumulative number of adopters in the last observation period, (ii) the estimated coefficient of social contagion or imitation tends to decrease as one adds lat...

Companies operating in today's competitive markets are compelled to develop new products that accomplish several objectives simultaneously. The products should be competi- tive in global markets, offer gwd value to customers, be en- vironment friendly, enhance the strategic position of the company, and be introduced at the right time. To meet this...

We all build models all the time. When we think about how a listener is likely to respond to what we say, we are using a “model” of that person’s response (which we update every time we run an “experiment”–that is, have a conversation). We link cells together in spreadsheets at the office; we draw maps to provide directions for others. Every good s...

There is an old cartoon, first published in the New Yorker magazine, showing two executives at a cocktail party. One says to the other, 'So you're in marketing. That's funny, in my family, my wife does the marketing'. The image of the field of marketing has, to this day, retained some of the vague, intuitive flavor that the above cartoon suggests....

Market research, in business markets and elsewhere, is performed to provide information about the market. The low level of research expenditures in business markets reflects both the low quality of information available and the difficulty involved in evaluating the quality and value of that information. This paper treats three methods for addressin...

Penn State's Institute for the Study of Business Markets (ISBM), now seven years old and sponsored by 38 firms, has two affiliated research centers and revenue of over $500,000 per year. Its major mission is to do publishable academic research, either basic or applied, in business marketing.

Dans cet article, nous réexaminons les résultats des recherches sur les déterminants de la performance de l'innovation industrielle. Les déterminants majeurs sont: a) Les facteurs stratégiques et organisationnels qui incluent le soutien de la direction générale, l'adéquation du projet à l'entreprise et l'interaction entre la R&D et le marketing; b)...

Has MS/OR lost its way? Does top management know who we are? Do they care about us? Does it matter? Two sessions at a recent TIMS/ORSA conference shed some light on these questions.

The most important papers we publish are verified reports of the practice of MS/OR. The best examples of these can be found in the annual Edelman Prize Competition issue. The verification process for the Edelman Competition papers is performed by a committee appointed by the TIMS College on the Practice of Management Science, but, in principle we d...

1. Business Marketing: Nature and Uniqueness Industrial marketing or the new term, business marketing, is the marketing of goods and services to industrial customers for use, in turn, in their own production of goods and services. The marketing of business goods and consumer goods have two attributes in common: a purchase is the usual outcome of th...

This paper reviews some major concepts in game theory and indicates how they may apply to marketing science. The theory of games provides a framework for addressing problems of competitive strategies and of buyer-seller interactions. These issues are important in studying industrial markets where there are a small number of buyers as well as for st...

At the bottom of the masthead of this journal, in tiny print, a statement reveals that “Interfaces seeks to improve communication between managers and professionals in MS/OR …” The editor of this journal is at the junction of the academic and practitioner communities, where representatives of both communities frequently express concern about what a...

There's no need to state again the complexity of the problem of achieving high performance in the new product process. What we do need is a framework to help sort out the complexity, and that is what Eunsang Yoon and Gary Lilien provide in this article. They first differentiate between original and reformulated new products. Then they examine how p...

I recently attended a meeting of the Management Science Roundtable on the impact of new technologies on the MS/OR professions. The details and action plan of that meeting will be the subject of a further article or editorial; I would like to speculate on what I learned from conversations during coffee breaks and cocktails. The MS/OR environment is...

Editorial about Interfaces and the reviewing process and its specific, often humorous, style.

This issue is the first under this editorship that focuses on a specific industry. The forest products industry has a long history of MS/OR applications. The traditional applications have focused on using linear programming in areas like production scheduling and timber stand management. This issue reviews recent trends toward the use of larger sca...

What practice the practitioners? They don't practice writing articles for this journal. They do complain, though, that we don't print enough articles by practitioners. We all know why academics write and practitioners don't. For our profession (and this journal) to remain healthy we must redress this imbalance. But I don't know how to encourage pra...

We record with deep sorrow the untimely death of William J. Abernathy in December. Bill was an active member of TIMS and served the organization in many capacities including a term as Chairman of the College of Research and Development.

This is not really an editorial. It is a progress report to Interfaces readers. Our mail has indicated that many of you do notice the difference in the journal. We have tried to increase readability while at the same time increasing quality. Those who write feel we have had some success. What has happened in the last year? From April 1, 1982 to Mar...

A product champion can be a prime factor in the success of a new product. He can gum up the works, too, especially if the champion is a senior officer of the firm. Here, a model-based new product analysis suggested that the proposed advertising program be reformulated before introduction. And, with 20/30 hindsight …. Consultants like to believe tha...

Interfaces' function is not to publish only good news. One of its vital functions is to provide a forum for the debate of important issues. Such debate may make some readers uncomfortable. That discomfort is a small price to pay for a proactive strategy leading to a healthy profession (and a lively professional journal).

Spending decisions for industrial trade shows are studied here. A discriminant analysis procedure identifies those factors that separate products that use trade shows from those that do not. The product category, fraction of sales made to order, industry sales level, importance of the product to the customer, and purchase frequency were found to be...

Beginning with the October 1982 issue, a number of changes were made in Interfaces. One of those changes is in the cover: Interfaces is now called an International TIMS/ORSA Journal. Another change is the addition of contents and abstracts in French and German, as well as in English. These changes in style will, we hope, soon be reflected in substa...

This issue of Interfaces, printing the CPMS/TIMS prize winners, is most eagerly awaited by many readers. It is an important issue because the papers report some of our more impressive professional successes. This year's competition was the first I attended. I am sorry that I waited so long. If this year's finalists were any indication, over the yea...

In a slightly different context, Lester Thurow (Thurow, Lester. 1980. The Zero-Sum Society. Basic Books, New York.) developed a view of America as a zero-sum society. His thesis (oversimplified) is that since political decisions produce losers along with winners, the expected losers, endowed with specific lobbying powers, can forestall decisions th...

In most industrial markets, buyers and sellers have long-standing relationships, and sales, marketing and market share data are not collected with the same frequency and degree of precision found in consumer markets. For these reasons it is difficult to make quantitative inferences about the effectiveness of marketing instruments. This paper presen...

This report discusses the reactions to and effects of the Denver Metro Passive Solar Home demonstration program, conducted in the spring of 1981. The purpose of the program was to provide impetus to builders for incorporating passive solar designs in spec-built homes and to demonstrate those designs to prospective buyers to increase buyer-receptivi...

The reactions to and effects of the Denver metro passive solar home demonstration program, conducted in the spring of 1981 are reported. The program provides impetus to builders for incorporating passive solar designs in spec built homes and demonstrates those designs to prospective buyers to increase buyer receptivity. A pre-post exposure analysis...

Tools and procedures to help guide government spending decisions associated with stimulating photovoltaic market penetration were developed. The program has three main components: (1) theoretical analysis aimed at understanding qualitatively what general types of policies are likely to be most cost effective in stimulating PV market penetration; (2...

Telephone screener questionnaires and mail-out questionnaires for marketing surveys for solar heating and cooling equipment are presented. Questionnaires are included for the residential segment, industrial segment, HVAC professionals segment, builder/developer segment, and the commercial segment. No results are reported. (WHK)

What is known about the effects of industrial advertising? And how does this information affect budget decisions?

Abstract We show that the past several decades have seen explosive growth in the development,and dissemination of marketing models. While developments have not matched all the field's early goals, achievements in the marketing models area have been dramatic. We provide a personal perspective on past accomplishments,in the field and outline nine are...

By following up on some prior respondents to solar surveys, solar energy purchase intentions are related to actual purchase behavior. Also examined is the relationship between attitudinal and demographic variables and trends in intention variables. Two sets of data are analyzed. The first set was collected in the spring of 1980. The method used was...

This paper describes a program of models and analyses designed to support government spending decisions associated with stimulating photovoltaic (PV) market penetration. The program has three main components: (1) theoretical analyses aimed at understanding qualitatively what general types of policies are likely to be most cost effective in stimulat...

This paper describes a program of models and analyses designed to support government spending decisions associated with stimulating photovoltaic (PV) market penetration. The program has three main components: (1) theoretical analyses aimed at understanding qualitatively what general types of policies are likely to be most cost effective in stimulat...

Thesis (Ph. D.)--Columbia University, 1973. Includes bibliographical references. Microfilm. s