Professor Bryan A. Lukas holds a Chair in Marketing at the University of Manchester’s Alliance Manchester Business School (AMBS) and is an Honorary Fellow at the University of Melbourne. Since 2020, he has served as the Academic Director of Executive Education at AMBS, where he oversees the strategic direction and growth of the school's executive education portfolio.

Bryan is a member of the editorial board of the Journal of the Academy of Marketing Science and has previously served on the editorial boards of Journal of Marketing (2012-2018), Journal of International Business Studies (2004-2007) and Journal of Business Research (2005-2022). He completed a three-year term on the Academic Council of the American Marketing Association in 2021. Bryan has received a Best Services Article award from the Journal of Service Research and multiple Best Conference Paper awards from the American Marketing Association and Australian and New Zealand Marketing Association. 

His research interests lie in marketing management and strategy. His research has appeared in leading peer-reviewed outlets, including the Journal of Marketing, Journal of Management, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing and Journal of Product Innovation Management (a list of selected publications is provided further below). Bryan is a co-author of Marketing Principles (Cengage, in its 3rd edition), Marketing Research (McGraw-Hill, in its 4th edition) and Marketing Management (John Wiley & Sons).

As an executive educator, Bryan has delivered open and custom programs and in-house marketing training on topics such as marketing strategy, marketing management, brand management and strategy, brand equity measurement, strategic marketing planning, competitor analysis, segmentation and positioning, value proposition development and market research. He has taught over 1500 executives and received numerous teaching awards.

In his role as a consulting academic, Bryan has advised executives across a range of industries. He also has provided expert testimony and statutory declarations in various legal proceedings and trademark applications. 

Selected Publications

Guenther, Peter, Miriam Guenther, Bryan A. Lukas, and Christian Homburg (2024), "Consequences of Marketing Asset Accountability - A Natural Experiment", Journal of Marketing, 88 (5), 24-45. 

Gruner, Richard L., Arnd Vomberg, Christian Homburg, and Bryan A. Lukas (2019), “Supporting New Product Launches with Social Media Communication and Online Advertising: Sales Volume and Profit Implications”, Journal of Product Innovation Management, 36 (2), 172-195.

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.

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.

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. 

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 Journal of Service Research in 2012.

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., 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.

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.

Textbooks

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

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

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

Professor Lukas teaches on the full-time MBA programme.