ISBM Celebrates a Milestone
Twenty-five years ago marked the birth of the Institute for the Study of Business Markets (ISBM); one of Smeal's founding research centers. ISBM is now a center for excellence and is networked with researchers, educators, and practitioners in the field of business-to-business marketing in companies and universities throughout the world.
The Smeal Report spoke with Drs. Ralph Oliva and Gary Lilien about the success of ISBM. Click on the video titled ISBM Reflections to hear their insights.
Ralph Oliva, Professor, Marketing and Executive Director, Institute for the Study of Business Markets
Ralph Oliva is professor of marketing and executive director of the Institute for the Study of Business Markets. Oliva has expertise in business-to-business marketing and branding, integrated market communications, ingredient branding, and executive education analysis and design. Before joining Smeal, Oliva was a marketing executive at Texas Instruments.
Gary Lilien, Distinguished Research Professor, Management Science and Research Director, Institute for the Study of Business Markets
Gary Lilien is distinguished professor of management science and research director for the Institute for the Study of Business Markets. Lilien has expertise in market segmentation, new product modeling, bargaining and negotiations in business markets, and innovation diffusion modeling. He is also one of the founders of marketing engineering, a process that shifts marketing from opinions-driven to data-driven decision making.
ISBM has achieved many notable successes during its tenure as demonstrated by this timeline compiled by The Smeal Report. For more information on ISBM, access http://isbm.smeal.psu.edu/.
