Award honours commitment to relevance in marketing science
Distinguished Professor of Marketing Gary Lilien has won the 2017 Buck Weaver Award, one of the top awards in his field and one which honours academics with a commitment to closing the gap between marketing science and marketing practice.
The Buck Weaver Award is given annually by the INFORMS Society for Marketing Science (ISMS) and honours distinguished scholars and practitioners who have excelled in the achievement of not just rigour but also relevance in marketing science.
In honouring Prof Lilien of UTS Busienss School, the award committee said: “We are extremely impressed not only with the trails you have blazed throughout your career in bringing together rigour and relevance in multiple research domains, but also with your untiring efforts in bringing practice and academia closer together around the world.”
It is something Prof Lilien is passionate about, writing in an article for the Journal of Marketing some years ago: “As academics, we need to partner more closely and creatively with intermediaries to see our creative accomplishments implemented and have the impact that we aspire to.”
Dr Lilien is a Distinguished Professor of Marketing at UTS Business School and Distinguished Research Professor of Management Science at Penn State University in the United States.
He is the co-founder and Research Director of Penn State’s Institute for the Study of Business Markets, the world's leading institution focusing research and improvement of practice in B2B markets. He is author or co-author of over a dozen books (including Marketing Models and Principles of Marketing Engineering) and well over 100 articles, primarily on the application of marketing analytics and B2B marketing.
He has consulted for many companies including Arcelor, AT&T, BP, CTCA, Dow, DuPont, Eastman Chemical, Exelon, Federal Reserve Bank, GE, Goodyear, IBM, MarketingNPV, MarketShare, Pillsbury, Pfizer, Pitney Bowes, PPG, Sprint and Xerox.
With his commitment to relevance, Prof Lilien himself created the ISMS Practice Prize in 2003 (later renamed the Gary Lilien ISMS-MSI Practice Prize in his honour). This prize is awarded to the best work globally that applies leading-edge marketing science work with verified practical impact.
