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Professor Bryan Lukas

Formerly at Lancaster University

Bryan Lukas

PhD supervision

Available to supervise PhD students on a broad range of marketing topics.


Bryan Lukas is Professor of Marketing at Lancaster University, where he holds the Fulgoni Chair in Marketing. Bryan is also an Honorary Fellow at the University of Melbourne. He has received several academic awards, including the 2012 AMA Best Services Article Award, three Best Paper awards from the American Marketing Association, and two Best Paper awards from the Australian and New Zealand Marketing Association. Bryan has published his research in many leading peer-reviewed 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 Business Research, and American Marketing Association Conference Proceedings. He has also co-authored three textbooks, including Marketing Principles (Cengage, now in its second edition), Marketing Research (McGraw-Hill, now in its fourth edition), and Marketing Management (John Wiley & Sons).


Bryan is 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. He is also a member of the American Marketing Association, Academy of Management, and Academy of Marketing Science. Bryan is accredited as a Certified Practicing Marketer (CPM) by the Australian Marketing Institute, of which he is also an Associate Fellow (AFAMI).


External Roles

In addition to his academic activities, Bryan is a successful consultant and executive educator, training well over 1000 managers to date and providing advice to some of the most profitable corporations in the world. He is well known for his view that marketing needs to have a louder voice in company boardrooms and be given greater strategic responsibility if organisations want to be truly market-oriented. Bryan has provided advice, expert evidence, and made statutory declarations in a number of legal proceedings, including high-profile trademark disputes. He also has assisted in a number of trade mark applications.


Current Research


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 (2014), Marketing Principles, 2nd 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.


Additional Information

Editorial Board Membership

Journal of Marketing, January 2012-present.

Journal of the Academy of Marketing Science, January 2013-present.

Journal of Business Research, October 2005-present.

Journal of International Business Studies, November 2004-December 2007.


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