- IMD Business School
 - IMD Business School
Adrian Bernard Ryans

Professor Emeritus of Marketing and Strategy

Adrian B Ryans is Professor Emeritus of Marketing and Strategy. His areas of interest include marketing strategy and strategic market planning. He has particular expertise in business-to-business marketing and in strategic responses to low-cost competition. He has a BASc in engineering from the University of Waterloo in Canada and MBA and PhD degrees from Stanford University, USA.

Before joining IMD, he was on the faculty of the Richard Ivey School of Business in Canada, where he served as Dean of the Ivey Business School. He was formerly Assistant Professor and Associate Professor of Marketing at the Graduate School of Business, Stanford University. He was also a Visiting Professor of Marketing at INSEAD in 1985-86 and at IMD in 1996.

His research interests center around how best to meet the challenge posed by low-cost competition and strategic market planning. He has published numerous articles in books and journals, and was lead author on Winning Market Leadership in Technology-Intensive Businesses (John Wiley & Sons in 2000) and Beating Low Cost Competition: How Premium Brands Can Respond to Cut-Price Rivals (John Wiley & Sons, 2009).

Ryans has designed and taught on executive programs for organizations in North America, Europe, Australia, and Asia, including General Electric, Nestle, Bank of Montreal, Medtronic, Borealis, Saurer, Vestas, IBM, Boeing, National Semiconductor, BioWare, ASML, Holcim, Varian, Hoechst, Keithley Instruments, Amgen, Fluke, Noranda, LSI Logic, Hutchison Port Holdings, Caterpillar, Novartis, ASML, Borealis, Ericsson, Cisco, and Qualcomm.

His consulting interests center around business-to-business marketing and strategic market planning. He has served as a consultant to a number of leading companies around the world including General Electric, Bank of Montreal, Tektronix, Hewlett-Packard, National Semiconductor, LSI Logic, Trojan Technologies, and Fluke.

Ryans received a National Post Leader in Management Education Award in 1999 for his outstanding contribution in teaching, research, and administration in Canada. He also received a Faculty of Engineering Alumni Achievement Medal in 1997 from the University of Waterloo.

Academic publications
Insight for Executives
I marchi leader non prendano sottogamba la sfida delle aziende low-cost

4 August 2011
Only the paranoid survive: Responding to the growing challenge of Good Enough competition

For much of 2009 and 2010 Ryanair, Europe’s leading low cost carrier, had a market capitalization that exceeded Lufthansa’s, despite Lufthansa’s revenues being more than seven times higher than Rya...

Competitiveness Performance Management
15 April 2011
Fortifique-se ou ataque

1 June 2007
Ryanair, ou comment être low-cost et hyper rentable

La compagnie aérienne irlandaise affiche à la fois les tarifs les plus bas d'Europe et la meilleure rentabilité du secteur. Et sa forte croissance ne fait que renforcer son modèle économique.

Strategy Leadership
1 June 2006
Pourquoi les ventes de BlackBerry ont décollé

Growth Strategy
1 November 2005
All berry well

The BlackBerry is proving increasingly popular with chief executives, bankers and corporate lawyers - as well as field sales and engineering managers - all of whom are hooked on receiving and respo...

Technology Management Marketing Leadership
1 January 2005