Gary L. Lilien

Color portrait of Gary Lilien

Professor of Marketing, Reserach Director of Institute for the Study of Business Markets

Office Address 468 Business Building
Phone Number 814-863-2782
Email Address g5l@psu.edu

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Dr. Lilien is Distinguished Research Professor of Management Science and former Chairman of the Management Science Department. He is also co-founder and Research Director of the Institute for the Study of Business Markets, the world's leading institution focusing on fostering research in nonconsumer markets.Dr. Lilien is the author or co-author of twelve books (including Marketing Models with Phil Kotler and Marketing Engineering with Arvind Rangaswamy) and over 90 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory.

Expertise

Dr. Lilien's research interests are in marketing decision support, marketing engineering, market segmentation, new product modeling and marketing-mix issues for business products, bargaining and negotiations in business markets, modeling the industrial buying process, and innovation diffusion modeling.

Education

Ph D, Industrial Engr/oper Res, Columbia University, 1973

MS, Columbia University, 1968

BS, Columbia University, 1967

Courses Taught

BA 597 – Special Topics (2)
Formal courses given on a topical or special interest subject which may be offered infrequently.

B A 597A – Preparing for the Professoriate (1)
This course provides a hands-on approach to develop the above skills, essential to success in academia. Primarily for MKTG, SCIS and MGMT students.

B A 597 – Special Topics (Variable)
Formal courses given on a topical or special interest subject which may be offered infrequently.

MKTG 597 – Special Topics (Variable)
Formal courses given on a topical or special interest subject which may be offered infrequently; several different topics may be taught in one year or term.

MKTG 521 – Scientific Marketing Analysis and Implementation (2)
An introduction to the tools used, rationale for, and the practice and implementation of a variety of current marketing techniques.

MKTG 596 – Individual Studies (variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 555 – Marketing Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.

SC&IS 597E – Information Systems (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.

B A 574 – Business Research (variable)
A project paper, comparable in quality and scope of work to a graduate thesis, on problems of a company.

MKTG 533 – Business Marketing (2)
Study of marketing of goods and services to business, institutions, and government.

MS&IS 555 – Marketing Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.

MS&IS 596 – Individual Studies (variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

Selected Publications

Lilien G., Srinivasan R., "Design Orientation and New Product Performance." 2018.
Lilien G. L., Rangaswamy A., De Bruyn A., "Principles of Marketing Engineering." (DecsionPro), 2017.
Lilien G. L., "Perspectives on University Research Center: Lessons from the ISBM." Journal of the Academy of Marketing Science, 2017, Invited.
Lilien G. L., Shi H., Sridhar H., Grewal R., "Sales Representative Departures and Customer Reassignment Strategies in B2B Markets." Journal of Marketing, vol. 81, no. 2, 2017, pp. 8-24.
Lilien G. L., "The B2B Knowledge Gap." International Journal for Research in Marketing, vol. 33, no. 108, 2016, pp. 543-556.
Lilien G. L., Grewal R., "Business-to-Business (B2B) Buying: Challenges and Opportunities." Customer Needs and Solutions, vol. 2, 2015, pp. 193-215.
Lilien G. L., Germann F., Fiedler L., Kraus M., "Do Retailers Benefit from Deploying Customer Analytics?." Journal of Retailing, 2014.
Lilien G. L., Schmitz C., Lee Y., "Cross-Selling Performance in Complex Selling Contexts: An Examination of Supervisory- and Compensation-Based Controls." Journal of Marketing, 2014.
Lilien G. L., Hada M., Grewal R. S., "Supplier-Selected Referrals." Journal of Marketing, vol. 78, no. 2, 2014, pp. 34-51.
Lilien G. L., Perry J., Fiedler L., Kraus M., Germann F., Hayes J., "Using Customer Analytics to Boost Corporate Performance." McKinsey & Co Report, 2014.
Lilien G. L., "Organizational Buying Behavior." The History of Marketing Science, (NOW Publishers), 2014, pp. 371-396.
Lilien G. L., Dearden J., Grewal R. S., "Framing the university ranking game: Actors, motivations, and actions." Ethics in Science and Environmental Politics, vol. 13, 2014, pp. 7-15.
Lilien G. L., Hada M., Grewal R. S., "Purchasing Managers’ Perceived Bias in Supplier-Selected Referrals." Journal of Supply Chain Management, vol. 49, no. 4, 2013, pp. 81-95.
Lilien G. L., Germann F., Rangaswamy A., "Performance Implications of Deploying Marketing Analytics." International Journal of Research in Marketing, vol. 30, 2013, pp. 114-128.
Lilien G. L., Roberts J., Shankar V., "Effective Marketing Science Applications: Insights from the ISMS Practice Prize Papers and Projects." Marketing Science, vol. 32, no. 2, 2013, pp. 229-245.
Lilien G. L., "Future Research and Trends in Industrial (B2B) Marketing." Marketing Review St. Gallen, vol. 4, 2013, pp. 19-25.
Lilien G. L., Griffin A., "Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda." vol. 24, no. 2, 2013, pp. 323-337.
Lilien G. L., Sabnis G., Chatterjee S., Grewal R. S., "The Sales Lead Black Hole: On Sales Reps’ Follow-Up of Marketing Leads." Journal of Marketing, vol. 77, no. 1, 2013, pp. 52-67.
Srinivasan R., Lilien G. L., Rangaswamy A., Pingitore G. A., Seldin D., "The Total Product Concept and an Application to the Auto Market." Journal of Product Innovation Management, vol. 29, 2012, pp. 3-20.
Lilien G. L., Malapragada G., Grewal R. S., "User-Generated Open Source Products: Founder’s Social Capital and Time-to-Market." Marketing Science, vol. 31, no. 3, 2012, pp. 474-492.
Lilien G. L., Desai P., Bell D., Soberman D., "The Science-to-Practice” Initiative: Getting New Marketing Science Thinking into the Real World." Marketing Science, vol. 31, no. 1, 2012.
Lilien G. L., Rangaswamy A., De Bruyn A., Principles of Marketing Engineering, (Trafford Publishing), 2012.
Lilien G. L., Grewal R., "The Handbook of Business to Business Marketing." 2012.
Lilien G. L., Grewal R. S., "Business-to-business marketing: looking back, looking forward." The Handbook of Business to Business Marketing, (Edward Elgar), 2012, Invited.
Lilien G. L., Gopalakrishna S., "Trade Shows in the Business Marketing Communications Mix." Handbook of Business to Business Marketing, 2012, Invited.
Lilien G. L., "Bridging the Academic-Practitioner Divide in Marketing Decision Models." Journal of Marketing, vol. 75, no. 4, 2011, pp. 196-210.
Lilien G. L., Srinivasan R., Sridhar S., "Should Firms Spend More on Research and Development and Advertising During Recessions?." Journal of Marketing, vol. 75, no. 3, 2011, pp. 49-65.
Lilien G. L., Wind J., Bradlow E. T., Eliashberg J., Raju J., Rangaswamy A., Wierenga B., "Marketing." Encyclopedia of OR/MS, 2011.
Lilien G. L., Van Bruggen G. H., Spann M., Skiera B., "Prediction Markets as institutional forecasting support systems." Decision Support Systems, vol. 49, 2010, pp. 404-416.
Lilien G. L., Grewal R. S., Bowman D., Ding M., Griffin A., Kumar V., Narayandas D., Peres R., Srinivasan R., Wang Q., "Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda." Marketing Letters, 2010.
Lilien G. L., "Is Academic Marketing Losing Its Way? Embrace Intermediaries." Australian Management Journal, 2010.
Grewal R. S., Hada M., Lilien G. L., "Referral Equity and Referral Management: The Supplier Firm’s Perspective." Review of Marketing Research, vol. 7, 2010, pp. 95-146.
Kayande U. A., DeBruyn, Lilien G. L., Rangaswamy A., Van Bruggen G., "How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations." Information Systems Research, vol. 20, no. 4, 2009, pp. 527-546.
Srinivasan R., Lilien G. L., Rangaswamy A., "Survival of high tech firms: The effects of diversity of product-market portfolios, patents, and trademarks." International Journal of Research in Marketing, vol. 25, no. 2, 2008, pp. 119-125.
Lilien G. L., De Bruyn A., "A multi-stage model of word-of-mouth influence." International Journal of Research in Marketing, vol. 25, 2008, pp. 151-163.
Lilien G. L., Wu J., Dasgupta A., "An exploratory study of trade show formation and diversity." Journal of Business to Business Marketing, vol. 15, no. 4, 2008, pp. 397-424.
Liechty J. C., Lilien G. L., DeBruyn A., Huizingh E., "Offering online recommendations with minimal customer input through conjoint-based decision aids." Marketing Science, vol. 27, no. 3, 2008, pp. 443-460.
Lilien G. L., Kayande U., Fong D., Roberts J., "Mapping the bounds of incoherence: How far can you go and how does it affect your brand?." Marketing Science, vol. 26, 2007, pp. 504-513.
Srinivasan R., Lilien G. L., Rangaswamy A., "The Emergence of Dominant Designs." Journal of Marketing, vol. 70, no. 2, 2006, pp. 1-17.
Grewal R. S., Lilien G. L., Mallapragada G., "Location, Location, Location: How Network Embeddedness Affects Project Success in Open Source Systems." Management Science, vol. 52, no. 7, 2006, pp. 1043-1056.
Srinivasan R., Rangaswamy A., Lilien G. L., "Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?." International Journal of Research in Marketing, vol. 22, no. 2, 2005, pp. 17.
Lilien G. L., Rangaswamy A., Van Bruggen G. H., Starke k., "DSS Effectiveness in Marketing Resource Allocation Decisions: Reality Versus Perception." Information Systems Research, vol. 15, no. 3, 2004, pp. 20.
Rangaswamy A., Srinivasan R., Lilien G. L., "First in, First out? The Effects of Network Externalities on Pioneer Survival." Journal of Marketing, vol. 68, no. 1, 2004, pp. 18, www.garylilien.info/publications/90%20-%20First%20in,%20First%20out.pdf.

Editorships

Journal of Business and Industrial Marketing, Editorial Board, January 2003 - Present
Journal of Business Research, Editorial Board, January 1998 - January 1999
Marketing Science, Associate Editor, January 1992 - Present
Journal of Business to Business Marketing, Editorial Board, January 1988 - Present
International Journal of Research in Marketing, Editorial Board, January 1987 - Present
Interfaces, Editor, January 1982 - Present
Management Science, Subject Matter Editor, January 1980 - January 1981
Journal of Marketing, Editorial Board, January 1976 - Present
Management Science, Associate Editor, January 1976 - January 1980
ISMS (INFORMS Society for Marketing Science), Editorial Board
Journal of the Academy of Marketing Science, Editorial Board