Emeritus Professor Adrian Bernard Ryans

Emeritus Professor Adrian Bernard Ryans

Adrian B. Ryans is a Professor Emeritus of Marketing and Strategy at IMD.

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.

Adrian B. Ryans earned his BASc in engineering from the University of Waterloo in Canada and his MBA and PhD degrees from Stanford University.

Before joining IMD Professor Ryans 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.

Adrian B. Ryans’ research interests centre 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.

Professor Ryans was lead author on Winning Market Leadership in Technology-Intensive Businesses (John Wiley & Sons in 2000). He was also the author of Beating Low Cost Competition: How Premium Brands Can Respond to Cut-Price Rivals (John Wiley & Sons, 2009).

Professor 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.

Adrian B. 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 from the University of Waterloo in 1997.

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Adrian Bernard Ryans's Publications
Ryanair: Defying gravity
Case study