Prof Bryan Lukas

Chair in Marketing

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Bryan Lukas is Professor of Marketing at the University of Manchester and an Honorary Fellow at the University of Melbourne. Bryan’s research interests are in the filed of marketing management and strategy. His academic record is distinguished by several awards, including a Best Services Article award and three Best Paper awards from the American Marketing Association, and two Best Paper awards from the Australian and New Zealand Marketing Association. Bryan has co-authored three textbooks—Marketing Principles (Cengage, in 3rd edition), Marketing Research (McGraw-Hill, in 4th edition), and Marketing Management (John Wiley & Sons)—and many peer-reviewed research papers in leading international journals and conference proceedings, such as the Journal of Marketing, Journal of Management, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Business Research, and American Marketing Association Conference Proceedings.

Bryan serves as an editorial board member of the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Business Research, and has been on the editorial board of the Journal of International Business Studies.

Bryan is known for his view that marketing needs to have a louder voice in company boardrooms and be given greater strategic responsibility. As an executive educator, he has developed and delivered university programs and in-house marketing training on a range of marketing management, brand and strategy topics. He has taught far over 1000 executives.

As a consulting senior academic, Bryan has provided marketing advice to managers in a variety of manufacturing industries and service sectors. He also has provided advice, expert evidence and made statutory declarations in relation to a variety of legal disputes and trademark applications.


Selected Publications

Lukas, Bryan A., Gregory J. Whitwell, and Jan B. Heide (2013), “Why Do Customers Get More Than They Need? How Organizational Culture Shapes Product Capability Decisions”, Journal of Marketing, 77 (1), 1-12.

Lukas, Bryan A., J. Justin Tan, and G. Tomas. M. Hult (2001), ”Strategic Fit in Transitional Economies: The Case of China’s Electronics Industry,” Journal of Management, 27 (4), 409-429.

Gruner, Richard L., Christian Homburg, and Bryan A. Lukas (2014), “Firm-hosted Online Brand Communities and New Product Success”, Journal of the Academy of Marketing Science, 42 (1), 29-48.

Homburg, Christian, Jan Wieseke, Bryan A. Lukas, and Sven Mikolon (2011), “When Salespeople Develop Negative Headquarters Stereotypes: Performance Effects and Managerial Remedies”, Journal of the Academy of Marketing Science, 39 (5), 664-682.

Bell, Simon J., Gregory J. Whitwell, and Bryan A. Lukas (2002), “Schools of Thought in Organizational Learning,” Journal of the Academy of Marketing Science, 30 (1), 70-86.

Lukas, Bryan A., and O.C. Ferrell (2000), "The Effect of Market Orientation on Product Innovation," Journal of the Academy of Marketing Science, 28 (2), 239-247.

Karpen, Ingo O.; Liliana L. Bove; Bryan A. Lukas, and Michael J. Zyphur (2015), “Service-Dominant Orientation: Measurement and Impact on Performance Outcomes”, Journal of Retailing, 91 (1), 89-108.

Karpen, Ingo O., Liliana L. Bove, and Bryan A. Lukas (2012), “Linking Service-dominant Logic and Strategic Business Practice: A Conceptual Model of A Service-dominant Orientation”, Journal of Service Research, 15 (1), 21-38. Recipient of the “2012 AMA Best Services Article Award” [The “AMA Best Services Article Award” is presented annually by SERVSIG to the author(s) of the best article in the service literature published during the previous calendar year]. Also “Best Article” award-finalist for articles published in the Journal of Service Research in 2012.

Merlo, Omar, Bryan A. Lukas, and Gregory J. Whitwell (2012), “Marketing’s Reputation and Influence in the Firm”, Journal of Business Research, 65 (3), 446-452.

Lukas, Bryan A., and Gregory J. Whitwell, and Paul Hill (2007), “Export Planning Orientation and its Antecedents: Evidence from Exporting IT Products”, Journal of Business Research, 60 (12), 1282-1289.

Whitwell, Gregory J., Bryan A. Lukas, and Paul Hill (2007), “Stock Analysts’ Assessments of the Shareholder Value of Intangible Assets”, Journal of Business Research, 60 (1), 84-90.

Lukas, Bryan A., and Gregory J. Whitwell, and Peter Doyle (2005), “How can a Shareholder Value Approach Improve Marketing’s Strategic Influence?” Journal of Business Research, 58 (4), 414-422.

Lukas, Bryan A. and Ajay Menon (2004), “New Product Quality: Intended and Unintended Consequences of New Product Development Speed,” Journal of Business Research, 57 (11), 1258-1264.

Lukas, Bryan A. (1999), “Strategic Type, Market Orientation, and the Balance between Adaptability and Adaptation,” Journal of Business Research, 45 (2), 147-156.

Lukas, Bryan A., G. Tomas M. Hult, and O.C. Ferrell (1996), “A Theoretical Perspective of the Antecedents and Consequences of Organizational Learning in Marketing Channels,” Journal of Business Research, 36 (3), 233-244.



Pride, William, O.C. Ferrell, Bryan A. Lukas, Sharon Schembri, and Outi Niininen (2017), Marketing Principles, 3rd ed. South Melbourne, Victoria: Cengage.

Hair, Joseph F. and Bryan A. Lukas (2014), Marketing Research, 4th ed. North Ryde, New South Wales: McGraw-Hill.

Whitwell, Gregory J., Bryan A. Lukas, and Peter Doyle (2003), Marketing Management. Milton, Queensland: John Wiley & Sons.



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