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Schuyler F. Otteson papers, 1938-1971, bulk 1965-1969

A Guide to his papers at the Indiana University Archives

Finding aid prepared by Ashley Large.

Summary Information

Indiana University Office of University Archives and Records Management
1320 East Tenth Street
Herman B Wells Library E460
Bloomington, IN 47405-7000
Phone: 812-855-1127

Otteson, Schuyler F. (Schuyler Franklin), 1917-

Schuyler F. Otteson papers, 1938-1971,  bulk 1965-1969

Collection No.

5 cubic feet (5 boxes)

Materials are in English

Schuyler F. Otteson served as Dean of the School of Business from 1971 to 1982 and as assistant professor and professor of marketing from 1946 to 1971. During his career, Otteson was involved in many committees and organizations both within and outside of the University, including the American Marketing Association, Committee on Institutional Cooperation (CIC), and Council for Professional Education for Business (CPEB). This collection consists of correspondence, research files, teaching files, conference materials, writings, and service files.

Access Restrictions

Select files closed to researchers. These are indicated in the folder list.

Biographical Note

Schuyler Franklin Otteson ("Ott" to his friends) was born on July 17, 1917, in Modena, Wisconsin. His father owned a country store in which Otteson frequently worked as a child and young adult and to which he attributed his interest in business and marketing. Otteson pursued this interest with business degrees from the University of Wisconsin and Northwestern University. After his graduation from Northwestern, he gained employment with the Fair Store in Chicago and with Montgomery Ward and Company as an assistant buyer. From 1943-1948, Otteson pursued a Ph.D. at The Ohio State University. During this time, he served on the faculty of Ohio Wesleyan University until he came to Indiana University in 1946 as an assistant professor of marketing. Otteson completed his Ph.D. in 1948 and was named a professor of marketing in 1952.

From 1952 until 1971, when he became Dean of the School of Business, Otteson maintained an extremely busy calendar. He served as Director of the Bureau of Business Research (now the Indiana Business Research Center) from 1954 to 1960 and during that time, also became the founding editor of Business Horizons, a scholarly journal. As Director of the Bureau of Business Research, Otteson did much to make the Bureau an indispensable entity in the school and the state. In 1955, he edited a 14-volume study for the Office of the Governor entitled "Indiana’s Economic Resources and Potential" which influenced state economic policy into the 1960s. Otteson was also named Sagamore of the Wabash, a high honor to citizens of Indiana, in 1956.

Despite the heavy responsibilities at the Bureau and teaching, Otteson also continued his service to the University during these years. In 1960, he was appointed chair of the Marketing Department and then chair of the Doctor of Business Administration (DBA) program in 1965. He was active in administering the International Business Research Institute, which brought his international interests home to Indiana. In addition, he served on many University and School of Business committees, evidence of which can be found in his personal files. For example, Otteson was the secretary of the Faculty Council from 1970 to 1971, president of the Bloomington Chapter of the American Association of University Professors, and a member of the IU Athletics Committee.

Always involved, Otteson also served (with prestige) as the national president of the American Marketing Association from 1965-1966. He was a member of the executive committee of the U.S. Department of Commerce National Marketing Advisory Committee during the latter half of the 1960s. From 1966-1968, Otteson was secretary and member of the executive committee of the International Marketing Federation. In addition, Otteson served on the Board of Governors of Beta Gamma Sigma (national business honorary society), was a co-founder of the Midwest Business Administration Association, and was president of the Indiana Academy of the Social Sciences in 1969.

In 1971, Otteson was appointed Dean of the School of Business after Dean George Pinnell became vice president of the University. During Otteson’s tenure as the sixth dean, the School of Business experienced a period of tremendous growth. When Otteson retired in December of 1982, the school had grown to include many more women and minorities, was routinely sending students to study abroad, and had gained the respect of the nation and world as a place to learn business administration.

Schuyler F. Otteson passed away at the Meadowood Retirement Community in Bloomington, Indiana, on February 5, 2001, at the age of 83. He was survived by his wife, Marie, and their four children, Judy, Marty, Karn, and John.


This collection is organized into six series: Organizations and committees; Indiana University; Research and writing; Papers and talks; Conferences, Workshops, and Seminars; and Subject files. No original order existed for these files, and they have been organized to best highlight Otteson’s activities.

Scope and Content Note

The Schuyler F. Otteson papers are organized into six series: Organizations and committees; Indiana University; Research and writing; Papers and talks; Conferences, Workshops, and Seminars; and Subject files. Because the papers had no discernable original order, they have been arranged to best highlight Otteson’s activities.

The first series, Organizations and committees, which spans the period from 1954-1971, encompasses all those organizations in which Otteson was involved that were not associated with Indiana University. This series is then divided into five subseries: American Marketing Association, Committee on Institutional Cooperation (CIC), Council for Professional Education for Business (CPEB), the U.S. Department of Commerce National Marketing Advisory Committee, and General. The first sub-series, American Marketing Association, spans the years 1954 to 1971 and pertains to Otteson’s participation in this organization, both as a member and as national president (1965-1966). Document types include correspondence, minutes, conference proceedings, and trip plans. Traveling and speaking at various AMA chapters constituted much of Otteson’s activity during this period. The second sub-series, Committee on Institutional Cooperation (CIC), spans the years 1963-1969, and contains general information on the CIC, correspondence from other schools, and bulletins and class lists, also from other institutions. The CIC, at the time, was comprised of many of the Big Ten universities and was dedicated to sharing educational information and resources for the common good of all members. The third sub-series, Council for Professional Education for Business (CPEB), spans the years 1966-1970, and covers Otteson’s involvement in this group, especially on the executive committee and long-range planning committee. The bulk of this material pertains to CPEB’s effort to define its identity in relation to its fellow group, the American Association of Collegiate Schools of Business. The fourth sub-series, the U.S. Department of Commerce National Marketing Advisory Committee, spans the years 1966-1969, and includes conference proceedings, general files, and meeting minutes. Otteson served on the executive committee of this group during this time. This group met yearly to discuss ways for the Department of Commerce to best market itself to consumers, as well as how the Department should understand consumer trends.

The second series in this collection contains all those materials relating to Indiana University and Schuyler Otteseon’s tenure as a member of the faculty. Spanning the period from 1962-1970, this series consists of three subseries. The first, International Business Research Institute (IBRI) (.2 cubic feet), spans the years 1966-1970. Otteson was one of the founding members of this organization, which sought to provide support, both academic and monetary, for international business projects. The second sub-series, Marketing chair records (.1 cubic feet), spans the years 1964-1965. Otteson served as chair of the Marketing Department from 1960 to 1965. These files encompass everything the Archives have received from Otteson’s tenure as chair of the department, and they include correspondence and administrative files. The third sub-series, Service, covers the period from 1962-1970, and includes materials pertaining to all the other various committees and programs with which Otteson was involved related to Indiana University. Teaching files, the fourth sub-series, covers the dates 1966-1969 and includes records relating to Otteson’s teaching career at Indiana University including lecture notes, transparencies, syllabi, and related clippings. The fifth sub-series, General, covers the period 1964-1970 and contains various other files pertaining to Otteson’s period at Indiana University. Prominent materials found in this sub-series include a report of Business Library Acquisitions from 1965-1970 and Business student job placement data from 1965-1966.

Research and writings, the third series, covers the period 1945-1970, and includes publications and research projects on which Otteson worked. Including in this series are records on Otteson’s books, Marketing: The Firm’s Viewpoint and New Dimensions in Marketing Technology ; a report from an investigation for the Civil Aeronautics Board in 1962, a preliminary draft of a paper titled "Doctoral study in Business - Problems and Contrasting Solutions," a report for the Organization for Economic Cooperation and Development, and materials relating to a survey which Otteson conducted of the Pace College library to determine the ability of the program to support a doctoral program in business.

The fourth series, Talks and papers, covering the dates 1962-1971, includes materials pertaining to presentations which Otteson gave both nationally and internationally, Prominent talks or papers in the series include a talk for the Istituto Post-Universitario per Lo Studio dell’Organizzazione Aziendale in Torino, Italy, in 1962, one for the Institute of Marketing Communications in 1966, and talks and papers from the Thomas N. Beckman Symposium on Marketing Productivity at the Ohio State University in 1965.

Conferences, workshops, and seminars, the fifth series, covers 1966-1970 and contains materials relating to several events which Otteson attended. Prominent materials found in this series include materials from a Faculty Development Seminar in Educational Media at Indiana University in 1967, and a seminar through the Marketing Science Institute in 1966 titled "Crisis in Marketing Manpower."

Finally, the sixth series, Subject files, covers the period 1938-1971. Some materials of interest in this series include curriculum vitae, correspondence, and class notes from three classes he took at the University of Wisconsin from 1943-45.

Separated Material

Duplicate publications pulled and sent to the Wells Library.

Several photographs have been removed from this collection and filed with the Indiana University Archives Photo Collection. All removed photographs have been replaced in this collection with photocopies.

Administrative Information

Acquisition Information
Accession Information: 2005/101
Usage Restrictions
Copyright interests for this collection have been transferred to the Trustees of Indiana University. For more information, contact the Indiana University Archivist.
Preferred Citation
[Item], Schuyler F. Otteson papers, Collection C290, Office of University Archives and Records Management, Indiana University, Bloomington.
Transferred from Indiana University Kelley School of Business in September 2005. Deed of gift secured from Prof. Otteson’s wife, Marie.
Processing Information
Processed by Ashley Large.
Container List

Series: Box 1 Organizations and committees, 1954-1971

Subseries: Box 1 American Marketing Association, 1954-1971

Akron Chapter, 1965

American Association of Advertising Agencies – Educators’ Breakfast, 1964

Application of the Sciences in Marketing Management Symposium, 1966

Atlanta, Gainesville, Tampa, Miami Chapters, 1965-1966

Birmingham, Memphis, Tuscaloosa Chapters, 1965-1966

Board of Directors Meeting,

Chicago, 1966

Chicago, 1967

Minutes, 1967-1971

Boston Meeting, 1970

Chicago Conference, 1966

Christmas Meetings – Washington, D.C., 1967

Cincinnati Chapter, 1965-1966

Conference of the American Marketing Association – Frontiers in Marketing Thought, 1954

Conference Policy and Review Board, 1967

Council for International Progress in Management (CIPM), 1966-1967

Council for Professional Education for Business (CPEB) Conference, 1965

Cranch, A. Graeme, 1967-1970

Dallas, Tulsa, Oklahoma City, Houston, New Orleans, 1965-1966

Dayton Chapter, 1965-1966

Defense Marketing Special Interest, 1966

Dillon-Malone, P.J., 1968

Doctoral Consortium Program,



Expense Reports, 1964-1968

Expenses, 1964-1967

Fall Conference – Washington, D.C., 1965

Financial Reports, 1966

General, 1966-1970

"Growth, Technology and New Challenges for Marketing," 1965

Indiana Chapter, 1965

Indiana Marketing Association – Marketing Committee, 1969

Institute of Marketing Communications Seminar, 1965

International Marketing Federation,



Conference – Tokyo, 1966

Constitution, 1967

Financial Reports, 1968

Newsletter, 1963-1968

Nominations, 1968

Iowa Chapter, 1965

Johnson, Earl G., 1966-1969

Journal of Marketing, 1966

Journal of Marketing Research, 1968-1970

London (Canada), Toronto, Central New York, Buffalo Chapters, 1966

Long-Range Planning Committee, 1967-1968

Louisville, Kentucky Speech, 1965

Madison Chapter, 1965

Marketing Association of Canada (Montreal), Boston, Western Massachusetts Chapters, 1965-1966

Marketing Funds Board,



Marketing in Latin America (MILA),


Survey Reports, 1966-1967

Marketing Man of the Year Award Dinner, 1966

Marketing Management Division, 1968

Marketing Management Seminar, 1968

Meeting with Shea Smith, 1968

Mid-Continent East Meeting – Notre Dame, 1965

Minnesota Chapter, 1966

Miscellaneous Correspondence, 1965-1968

Box 2 Missouri Credit Union Association Conference, 1965-1966

National Education Conference, 1965-1967

New Journal Task Force, 1970-1971

New York, Newark, Providence, Hartford, Philadelphia Chapters, 1965-1966

Nominating Committee,


Meeting, 1968

News Release Announcing Presidency, 1966

O’Hare Meeting – Discussion on Public Policy, 1968

Organization Chart, 1966

Philadelphia Conference, 1967-1968

Planning Committee, 1968-1969

Policies and By-laws, 1966

Public Policy Board, 1966-1968

Publications Policy and Review Board, 1966-1967

Roundtable on Local Housing Research Techniques and Data, 1965

St. Louis Chapter, 1965-1966

Seattle, Vancouver, Portland, San Francisco, Phoenix, Los Angeles, San Diego, Denver Chapters, 1965-1966

Speech: "The Marketing Log Jam," ca. 1965

Travel File, 1965-1968

Tri-State Marketing Teachers Conference, 1965

Washington (D.C.) Marketing Dialogue Meeting, 1966

"We Must Fill the Shoes," 1965

Willett and Pennington: "Customer and Salesman: The Anatomy of Choice and Influence in a Retail Setting," 1966

Winter Conference, 1964

Subseries: Box 2 Committee on Institutional Cooperation (CIC), 1963-1969

Annual Report, 1968-1969

Inventory of Graduate School Doctoral Programs, 1967

Michigan State University, 1966

Northwestern University, 1966-1967

Ohio State University 1966

Programs, 1963-1968

Purdue University, 1966

University of Chicago, 1965-1968

University of Illinois, 1966

University of Iowa, 1966

University of Michigan, 1966

University of Minnesota, 1966-1968

University of Wisconsin, 1966-1969

Subseries: Box 2 Council for Professional Education for Business (CPEB), 1966-1970

Cincinnati, 1969

Executive Committee, 1969





Long-Range Planning Committee, 1968-1969

Miami, 1968

San Francisco, 1970

Washington Task Force, 1969

Subseries: Box 2 U.S. Department of Commerce National Marketing Advisory Committee, 1966-1969 

Executive Committee Meeting, 1968



Box 3 1967


Meeting, 1967

Proceedings of National Marketing Conference, 1966

Third National Marketing Conference, 1968

Washington, D.C., 1967

(3 folders)

Subseries: Box 3 General, 1960-1971

American Association of Collegiate Schools of Business, 1964-1970

American Association of Collegiate Schools of Business, Annual Conference – "The Complex Mission of the Business Schools in a Dynamic Society," 1965

Associated University Bureaus of Business and Economic Research, 1966

Association for Education in International Business (AEIB), 1969-1970

Council of Ten – Minutes of the Intercollegiate Conference, 1971

Fact-Finding Committee – Governor’s Youth Council, ca. 1960

Indiana Limestone Institute of America, Inc., 1970

Indiana Manufacturers Association, 1969-1970

International Education Year (IEY),

General, 1970

Business Task Force, 1970-1971

Business Task Force – Handbook Materials, ca. 1970

Management Analysis Center (MAC), Inc, 1969-1970

Mechanical Contractors Association of Indianapolis, Inc., 1963-1965

Midwest Business Administration Association, 1964-1967

Midwest Economics Association, 1965

National Science Foundation Grant, 1966-1968

Series: Box 3 Indiana University, 1962-1970

Subseries: Box 3 International Business Research Institute, 1966-1970

Education and World Affairs – Survey, ca. 1968

Estafen, et al. – "The Systems Transfer Characteristics of Firms in Spain: A Comparative Study of U.S. and Spanish Firms," 1969

Farmer, et al. – World Population: The View Ahead, 1968

Horowitz, Ira,

"Employment Concentration in the Common Market: An Entropy Approach," 1969

"An International Comparison of the International Effects of Concentration on Industry Wages, Investment, and Sales," 1969

"Non-Dogmatic Conjectures in a Cournot Market," ca. 1970

"On Numbers-Equivalents and the Concentration Ratio: An International Empirical Comparison," ca. 1970

International Affairs Center,

General, 1967-1970

Grant, 1967-1968

International Projects Committee, 1966

Internationalization of Business Curriculum (I.O.B.C.) Study Group, 1967-1968

Otteson, Schuyler F. – Internationalizing the Traditional Business Curriculum, ca. 1968

Proposal on Research Survey, 1967

School of Business International Project Committee – Proposed Policies to Guide Decisions on International Projects, 1967

"System Transfer Characteristics: An Experimental Model for Comparative Management Research,"ca. 1968

Subseries: Box 3 Marketing chair records, 1964-1965

Faculty Annual Summary Report, 1964-1965

"H" General Correspondence, 1964

"Mc" General Correspondence, 1965

Mead Johnson & Co., 1964

"N" General Correspondence, 1965

Subseries: Box 3 Service, 1962-1970

Admissions Committee, 1965

Box 4 Advanced and Post-Doctoral Study Program – Annual Reports, 1963-1965

Aerospace Research Applications Center – Economic Projections Task Force, 1963-1964

American Association of University Professors (AAUP) – Indiana University Chapter Nominating Committee, 1962-1965

Associate Instructor Implementation Committee,



Beta Gamma Sigma, 1963-1965

Business Horizons, 1965-1970

College of Arts and Sciences – Dean Search Committee, 1964-1966

Committee for Graduate Study Fellowships in International Business, 1967-1968

Committee on Curricular Policies and Educational Programs,



Committee on Learning Resources, 1967-1968

Committee on Urban Economics (CUE) Funds – Progress Report, 1967

Conglomerate Study Group, ca. 1968-1969

DBA (Doctor of Business Administration) Committee, 1963-1965

Dedication of the New Building Committee, 1962-1966

Division of General and Technical Studies, ca. 1968

Dollar Value of Conferences Committee, 1963

Faculty Academic Council – Division of General and Technical Studies Committee,

Jan. – Apr. 1966

May 1966 – Jan. 1967

German Exchange Program – Selection Committee, 1965

Project Development Office, Division of Sponsored Projects, 1969

University Committee on International Affairs, 1970

Subseries: Box 4 Teaching files, 1966-1969

M301 Principles of Marketing,



M429 Honors Seminar, Fall 1969

Subseries: Box 4 General, 1964-1970

Allen, Joel – Hearing (RESTRICTED)





Notes, Jan. 12, 1970


Transcript of Tapes, 1970


Ballantine Hall "Lock-In" – Information About, 1969

Business Library, 1970

Business Library Acquisitions, 1965-1970

Business Placement Roster, 1965-1966

Faculty Annual Summary reports, 1965-1969

International Business Graduates, 1964-1965


MBA (Master of Business Administration) Student Directory, 1970

Research Reports Newsletter – Graduate School of Business, 1965-1966

Series: Box 4 Research and writings, 1945-1970

Biennial Conference on Graduate Study in Business and Economics: New Developments in Research and Graduate Education in Business and Economics, 1965

Chillicothe Telephone Company – Reports for Rate Hearing, ca. 1945

Civil Aeronautics Board-

Ft. Wayne-Muncie Investigation Case: "A Study of Existing and Potential Air Travel: Passenger and Freight, for Anderson, IN," 1962

Ft. Wayne-Muncie Investigation Case – Testimony, 1962

Ozark Airlines Certificate Renewal Case, 1953

"Doctoral Study in Business: Problems and Contrasting Solutions," 1965

Box 5 International Economics Materials, 1946-ca. 1965

The Macmillan Company, 1964-1970

Marketing: The Firm’s Viewpoint,


Adoptions, 1964-1965

Permissions File, 1962-1965

Marketing World, 1968-1970

New Dimensions in Marketing Technology (Newsletter),

ca. 1967-1968


Organization for Economic Cooperation and Development (OECD) –

Report – "Application of Market Research for Small and Medium-Sized Firms in Commerce," 1965

State Department Summer Marketing Study in Europe, 1964

State Department Summer Marketing Study in Europe – Notes, Drafts, Presentation, 1964

Pace College –

Doctoral Program, 1969-1970

Introductory Material, 1969

(2 folders)

Research Possibilities, 1964-1966

Series: Box 5 Talks and papers, 1962-1971

General Electric Company, 1965-1966

Indiana Executive Program (IEP), 1968-1971

Instituto Post-Universitario per lo Studio dell’ Organizzazione Aziendale (IPSOA) – Torino, Italia


Notes, 1962

"Profile of a Market-Oriented Firm," 1962

The Institute of Marketing Communications- Westinghouse Marketing Seminar,


Transcript, 1966

Otteson, Schuyler F. –

"Some Insights into Customers of Major Appliances and Their Dealers," 1965

"When Our Founding Fathers…" 1967

Otteson, Schuyler F. and Malcolm L. Morris – "Role of Marketing in the American System," ca. 1965

Papers of the Thomas N. Beckman Symposium on Marketing Productivity: Productivity in Marketing, 1965

Series: Box 5 Conferences, workshops, and seminars, 1966-1970

Audio-Visual Workshop, 1967-1968

"Crisis in Marketing Manpower" Seminar,

Sept. 1 – Sept. 7, 1966

Sept. 15, 1966 – Jan. 1967

General Mills Conference, 1969

Indiana Society of Chicago, 1970

Series: Box 5 Subject files, 1938-1971, undated

Appointment Book, 1965


1962-June 1964

July 1964-1966

Centro Interamericano de Comercializacion (CICOM), 1968

Curriculum Vitae, 1952-1971

Ecole Supérieure des Sciences Economiqes et Commerciales, 1967-1970

Economic Letter from Dr. Lawrence C. Lockley , 1967-1969

Europe Trip, 1959

Marketing History, 1965

Meloan, Taylor, 1968-1970

Orescanin, Danilo – Providing Managerial Talent in Pakistan , 1970

Ozaeta, Oscar, 1969-1970

Personal File, undated

Property Systems, Inc. (Servicemaster), 1970

Retail Lecture Notes, 1941-1947

Robertson, Ross – West European Seminar, 1968

University of Wisconsin class notes -

Advanced Banking, 1945

Money and Banking, 1945

Statistics Classes, 1943-1944

Weimer, Arthur M. – photocopy of photograph with Signed Caption, undated

Wells, Herman B – Time Article, April 4, 1938

Wortmann, Herman R. –

"The E.E.C. and the Developing Countries," 1966

(In Dutch)

Essays on the European Common Market , 1966

"Is the Kennedy Round a Giant Step Toward Liberalization?" 1965