Dr. Lilien is Distinguished Research Professor of Management Science and former Chairman of the Management Science Department. He is also co-founder and Former 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 more than 20 books (including Marketing Models with Phil Kotler and Marketing Engineering with Arvind Rangaswamy) and over 120 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 in Industrial Engr/oper Res, Columbia University, New York City, NY, 1973-03-01 MS, Columbia University, New York City, NY, 1968-01-01 BS, Columbia University, New York City, NY, 1967-01-01
Courses Taught
B A 574 – Business Research
A project paper, comparable in quality and scope of work to a graduate thesis, on problems of a company.
B A 597 – Special Topics
Formal courses given on a topical or special interest subject which may be offered infrequently.
B A 597A – Preparing for the Professoriate (A)
This course provides a hands-on approach to develop the above skills, essential to success in academia. Primarily for MKTG, SCIS, and MGMT students.
BA 597 – Special Topics
Formal courses given on a topical or special interest subject which may be offered infrequently.
MKTG 521 – Scientific Marketing Analysis and Implementation
An introduction to the tools used, rationale for, and the practice and implementation of a variety of current marketing techniques.
MKTG 533 – Business Marketing
Study of marketing of goods and services to business, institutions, and government.
MKTG 555 – Marketing Models
Topics in the model building approach to marketing decision making, focusing on current research issues.
MKTG 596 – Individual Studies
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
MKTG 597 – Special Topics
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.
MS&IS 555 – Marketing Models
Topics in the model building approach to marketing decision making, focusing on current research issues.
MS&IS 596 – Individual Studies
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
SC&IS 597E – Information Systems (E)
Topics in the model building approach to marketing decision making, focusing on current research issues.
Selected Publications
Lilien G. L. "Horizontal Referrals in B2B Markets" Journal of Marketing Research, vol. 61, 2024-01-01
Lilien G. L. "Comment on “Clearing the paradigmatic fog – How to move forward in business marketing research: A response to M¨oller and Halinen (2022)”" Industrial Marketing Management, vol. 107, 2022-01-01
Lilien G. L. "EMAC Distinguished Scholar Papers" International Journal for Research in Marketing, 2020-04-01
Lilien G. L., Grewal R., Dearden J. A. "Strategic Manipulation of University Rankings, the Prestige Effect, and Student University Choice" Journal of Marketing Research, vol. 56, 2019-01-01
Gupta A., Kumar A., Grewal R. S., Lilien G. L. "Within-Seller and Buyer-Seller Network Structures and Key Account Profitability" JOURNAL OF MARKETING, vol. 83, 2019-01-01
Srinivasan R., Lilien G. L. "Design Orientation and New Product Performance" Review of Marketing Research, 2018-07-03
Lilien G., Srinivasan R. "Design Orientation and New Product Performance" 2018, 2018-01-01
Lilien G. L. "Perspectives on University Research Center: Lessons from the ISBM" Journal of the Academy of Marketing Science, 2017-01-01
Lilien G. L., Rangaswamy A., De Bruyn A. "Principles of Marketing Engineering" 2017-01-01
Lilien G. L., Shi H., Sridhar H., Grewal R. "Sales Representative Departures and Customer Reassignment Strategies in B2B Markets" Journal of Marketing, vol. 81, 2017-01-01
Lilien G. L., Germann F., Moorman C., Grossman T., Fiedler L. "Performance Implications of Marketing Analytics: The Role of Top Management Support" 2016-01-01
Lilien G. L. "The B2B Knowledge Gap" International Journal for Research in Marketing, vol. 33, 2016-01-01
Lilien G. L., Grewal R. "Business-to-Business (B2B) Buying: Challenges and Opportunities" Customer Needs and Solutions, vol. 2, 2015-01-01
Lilien G. L., Germann F., Fiedler L., Kraus M. "Do Retailers Benefit from Deploying Customer Analytics?" Journal of Retailing, 2014-12-01
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, 2014-05-01
Lilien G. L., Hada M., Grewal R. S. "Supplier-Selected Referrals" Journal of Marketing, vol. 78, 2014-03-01
Lilien G. L., Perry J., Fiedler L., Kraus M., Germann F., Hayes J. "Using Customer Analytics to Boost Corporate Performance" McKinsey & Co Report, 2014-02-01
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, 2014-01-01
Lilien G. L. "Organizational Buying Behavior" The History of Marketing Science, 2014-01-01
Lilien G. L., Hada M., Grewal R. S. "Purchasing Managers’ Perceived Bias in Supplier-Selected Referrals" Journal of Supply Chain Management, vol. 49, 2013-10-01
Lilien G. L., Germann F., Rangaswamy A. "Performance Implications of Deploying Marketing Analytics" International Journal of Research in Marketing, vol. 30, 2013-05-01
Lilien G. L., Roberts J., Shankar V. "Effective Marketing Science Applications: Insights from the ISMS Practice Prize Papers and Projects" Marketing Science, vol. 32, 2013-04-01
Lilien G. L. "Future Research and Trends in Industrial (B2B) Marketing" Marketing Review St. Gallen, vol. 4, 2013-01-01
Lilien G. L., Griffin A. "Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda" vol. 24, 2013-01-01
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, 2013-01-01
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, 2012-12-01
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, 2012-06-01
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, 2012-02-01
Lilien G. L., Rangaswamy A., De Bruyn A. Principles of Marketing Engineering, 2012-01-01
Lilien G. L., Grewal R. S. "Business-to-business marketing: looking back, looking forward" The Handbook of Business to Business Marketing, 2012-01-01
Lilien G. L., Grewal R. "The Handbook of Business to Business Marketing" 2012-01-01
Lilien G. L., Gopalakrishna S. "Trade Shows in the Business Marketing Communications Mix" Handbook of Business to Business Marketing, 2012-01-01
Lilien G. L. "Bridging the Academic-Practitioner Divide in Marketing Decision Models" Journal of Marketing, vol. 75, 2011-07-01
Lilien G. L., Srinivasan R., Sridhar S. "Should Firms Spend More on Research and Development and Advertising During Recessions?" Journal of Marketing, vol. 75, 2011-05-01
Lilien G. L., Wind J., Bradlow E. T., Eliashberg J., Raju J., Rangaswamy A., Wierenga B. "Marketing" Encyclopedia of OR/MS, 2011-01-01
Lilien G. L., Van Bruggen G. H., Spann M., Skiera B. "Prediction Markets as institutional forecasting support systems" Decision Support Systems, vol. 49, 2010-11-01
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, 2010-01-01
Lilien G. L. "Is Academic Marketing Losing Its Way? Embrace Intermediaries" Australian Management Journal, 2010-01-01
Grewal R. S., Hada M., Lilien G. L. "Referral Equity and Referral Management: The Supplier Firm’s Perspective" Review of Marketing Research, vol. 7, 2010-01-01
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, 2009-01-01
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, 2008-06-01
Lilien G. L., De Bruyn A. "A multi-stage model of word-of-mouth influence." International Journal of Research in Marketing, vol. 25, 2008-01-01
Lilien G. L., Wu J., Dasgupta A. "An exploratory study of trade show formation and diversity." Journal of Business to Business Marketing, vol. 15, 2008-01-01
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, 2008-01-01
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, 2007-01-01
Srinivasan R., Lilien G. L., Rangaswamy A. "The Emergence of Dominant Designs" Journal of Marketing, vol. 70, 2006-04-01
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, 2006-01-01
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, 2005-05-01
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, 2004-09-01
Rangaswamy A., Srinivasan R., Lilien G. L. "First in, First out? The Effects of Network Externalities on Pioneer Survival" Journal of Marketing, vol. 68, 2004-01-01
Lilien G. L. "“Business-to-Business Marketing: Looking Back, Looking Forward”" Handbook of Business to Business Marketing 2nd Edition
Lilien G. L. "Connect, Engage, Transform: How B2B researchers can engage in impactful industry collaboration" Journal of Business and Industrial Marketing, vol. 35
Lilien G. L. "Driving Customer Analytics from the Top" Customer Needs and Solutions, vol. 7
Lilien G. L. "Embrace Serendipity" Foundations and Trends in Marketing, vol. 16
Lilien G. L. "Handbook of Business to Business Marketing"
De Bruyn A., Lilien G. L. "Horizontal Referrals in B2B Markets" Journal of Marketing Research
Lilien G. L. "Interfaces/INFORMS Journal on Applied Analytics; A retrospective from the Editors-in-Chief" International Journal of Applied Analytics, vol. 50
Lilien G. L. "Managing Ad Hoc Sales Encounters in B2B Markets" Industrial Marketing Management, vol. 105
Lilien G. L. "Trade shows in the business marketing communications mix" Handbook of Business to Business Marketing, Edition 2,