Bryan Lukas

Bryan Lukas

Professor of Marketing, Prof

  • Alliance Manchester Business School | The University of Manchester | Booth Street West | Manchester M15 6PB | United Kingdom

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Personal profile


Professor Bryan A. Lukas holds a Chair in Marketing at the University of Manchester’s Alliance Manchester Business School (AMBS) and is a Honorary Fellow within the University of Melbourne in Management and Marketing. Bryan is Academic Director of Executive Education at AMBS responsible for the strategic direction and development of the school's executive education portfolio.

Bryan serves as an editorial board member of Journal of the Academy of Marketing Science and Journal of Business Research and was previously on the editorial boards of Journal of Marketing (2012-2018) and Journal of International Business Studies (2004-2007). He also served a three-year term on the 12-member Academic Council of the American Marketing Association until 2021. Bryan is the recipient of a Best Services Article award from Journal of Service Research and three Best Paper awards from the American Marketing Association as well as two Best Paper awards from the Australian and New Zealand Marketing Association. 

Bryan’s research interests are in the fields of marketing management and strategy. He is known for his view that marketing needs to have a louder voice in company boardrooms and be given more strategic responsibilities. His research has appeared in premier peer-reviewed research publications, such as Journal of MarketingJournal of ManagementJournal of the Academy of Marketing ScienceJournal of Service ResearchJournal of Retailing and Journal of Product Innovation Management (a list of selected publications is provided further below). Bryan also is a textbook 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 a variety of topics, including marketing strategy, marketing management, brand management and strategy, brand equity measurement, strategic marketing planning, competitor analysis, value proposition development, market research as well as segmentation and positioning. He has taught over 1300 executives and is the recipient of 17 teaching awards.

As a consulting academic, Bryan has been an advisor to executives in a variety of manufacturing industries and service sectors. He also has provided expert evidence and made statutory declarations in a number of legal proceedings and trademark applications. 


Selected Publications


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.




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


Hair, Joseph F. and Bryan A. Lukas (2014), Marketing Research, 4thed. 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.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure


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