ISBM - Institute for the Study of Business Markets
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Institute History

By Year


  • Gary Lilien joins Dave Wilson at Penn State, forming strong B2B nucleus, seeking structure to support B2B research


  • Irv Gross connects with Gary Lilien and Dave Wilson to investigate feasibility of a business-to-business research center/institute affiliated with Penn State
  • Formative meeting of academics and potential sponsors. Conference at Penn State on May 17
  • Proposal submitted (July 1) to the College of Business Administration by Peter Bennett, Gary Lilien and Dave Wilson for the Institute for the Study of Industrial Marketing


  • Irv Gross hired June 15 as Executive Director, Gary Lilien Research Director, Dave Wilson, Managing Director
  • Institute for the Study of Business Markets launched with a formal prospectus in July. Underwritten for 3 years by grants from four founding Sponsors: AT&T, ControlData, DuPont, GE
  • ISBM Located in Business Admin Bldg II


  • First Advisory Board meeting held at the Toftrees Country Club in State College, PA


  • First ISBM Members Meeting Philadelphia, PA
  • First issue of ISBM Marketplace Newsletter
  • Twelve member firms join four founding sponsors


  • First ISBM course offering, “Value and Pricing Strategy”, Dr. Irv Gross


  • ISBM’s second course offering “Profiting from Business and Industrial Marketing Research”


  • ISBM offers “New Products” seminar
  • Relationship with the University of Massachusetts at Lowell as the ISBM Applications Group, headed by Prof. Valerie Kijewski


  • Relationship with the University of Toledo with Prof. David Reid


  • ISBM names 4 ISBM Research Fellows after the firms at the sponsor level-Stephane Gauvin (Northern Telecom), Kate Searls (Alcoa), Valerie Kijewski (Cahners), Jim Anderson (ATT Bell Labs)


  • First ISBM Dissertation Support Competition, 5 winners were named


  • MKISUF (Marketing Information Systems Users Forum) networks with ISBM


  • Conclude Affiliate Research Center connections with UMass Lowell and Toledo
  • ISBM’s 10th Anniversary Members Meeting titled: “Business Marketing 1983-1993: “Increasingly Information Intensive.” Keynoted by Philip Kotler
  • ISBM moves to 402 Business Admin. Building


  • Eliminate two tier ISBM membership options: all are now members
  • Begin connection with Center for Business and Industrial Marketing (CBIM) at Georgia State (Prof. Wes Johnston)


  • First Joint winter meeting with CBIM at Hotel Nikko, Atlanta, GA
  • Launch week long Marketing Strategy in Business Markets with Penn State Executive programs


  • Blizzard of ’96 hits ISBM/CBIM joint winter meeting in Atlanta. Ralph Oliva serves as “fill in” keynote
  • Ralph Oliva hired August 1 to replace Irv Gross, who retires, as ISBM Executive Director


  • ISBM Business Marketing Web Consortium launched
  • ISBM begins “Virtual University” with PPG Industries


  • Introduction of Marketing Engineering to members at the Winter Meeting
  • Marketing Engineering published; authors, Gary Lilien and Arvind Rangaswamy
  • First Marketing Engineering educational seminar
  • First Meeting ISBM Educators Consortium


  • ISBM Working Papers Support program starts
  • First edition of Business Market Management published, authors, Anderson and Narus
  • First Meeting New Product Development Consortium
  • First Meeting Market Research Consortium
  • First Meeting Brand Consortium


  • ISBM MBA Scholar Program Created
  • First Meeting B2B Sales Management Consortium


  • Dave Wilson, ISBM Managing Director, retires
  • First Meeting Marketing Engineering Consortium


  • ISBM and AMA cosponsor conference “Making the Business Case for Web-Marketing ”
  • 20th Anniversary Members Meeting Topic: “Building on the Foundations of Value”


  • First Biennial Academic conference held at Harvard, August
  • Inaugural ISBM Fellows Named: James C. Anderson, Robert G. Cooper, Abbie Griffi n, Wesley J. Johnston, Gary L. Lilien, Das Narayandas, James A. Narus, Don E. Schultz, Jagdish Sheth, Robert E. Spekman, Rajendra K. Srivastava, Robert J. Thomas


  • Raj Grewal becomes Associate Research Director
  • First biennial ISBM PhD Camp
  • ISBM hosts first B2B CMO Forum in conjunction with MSI, BMA, and HSR
  • ISBM Moves to Business Building at Penn State


  • Second B2B Academic conference with the “ISBM Academic-Practitioner Challenge”, awarding up to $100,000 in research grants, held at Northwestern University’s Chicago Campus
  • ISBM holds joint meeting with ANA and AAAA
  • ISBM PhD Seminar Series begins in Fall 2006 with “Theory Construction” instructed by Ajay Kohli


  • ISBM PhD Seminar Series adds three more programs, moving to 4 programs per year
  • Principles of Marketing Engineering published; authors, Lilien, Rangaswamy, De Bruyn
  • Value Merchants published; authors, Anderson, Kumar, and Narus, authors


  • First Issue of Academic Newsletter published
  • Rajdeep Grewal, V. Kumar, and Fred Wiersema named ISBM Fellows


  • Liam Fahey, Bart Weitz named ISBM Fellows


  • Ajay K. Kohli and Andris A. Zoltners named ISBM Fellows


  • Bernie Jaworski named ISBM Fellow
  • B2B Leadership Board launched, Fred Wiersema, Chair


  • Lisa K. Scheer and Gerard J. Tellis named ISBM Fellows
  • The B2B Agenda Published; author Fred Wiersema
  • Handbook of Business-to-Business Marketing Published; editors, Lilien and Grewal


  • ISBM’s 30th Anniversary Members Meeting
  • 71 member firms


  • The Institute appoints Suzanne Lavin as the new Executive Director 

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