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Professor. John Fahy


An award winning international researcher and teacher, John Fahy is Professor of Marketing at the University of Limerick and Adjunct Professor of Marketing at the University of Adelaide. He has a distinguished track record in the fields of marketing and business strategy and is particularly known for his work in the area of marketing resources and capabilities. Other current research interests include customer value, evolutionary perspectives on marketing and strategic decision making and his popular blog on these issues at has attracted a large following.He is the author of over 100 articles on marketing and strategy and has been published in leading titles including Journal of Marketing, Journal of International Business Studies, Journal of Business Research, Journal of Marketing Management, European Journal of Marketing, International Business Review and Sloan Management Review. His best known work – a Journal of Marketing article on sustainable competitive advantage has been cited over 2,000 times. He is also the winner of several major international research awards such as the AMA Services Marketing Paper of the Year Award and the Chartered Institute of Marketing Best Paper Award at the Academy of Marketing Annual Conference. He is a former Executive Committee member of the European Academy of Marketing.Professor Fahy is also a renowned teacher with a particular expertise in working with MBA and executive groups and he was awarded the prestigious Shannon Consortium Teaching Excellence Award in 2012. His skills have been in demand around the world and he has taught in Australia, Japan, Hungary, Ireland, New Zealand, Singapore, Switzerland, United Kingdom and the United States. The focus of his executive work is on bridging the gap between academic insight and the commercial realities facing organisations and he has been extensively involved in both open and in-company programmes in Ireland and the UK. As part of this activity he is the author of several award winning business case studies and of two books including the best-selling Foundations of Marketing co-written with David Jobber which is now in its sixth edition. Professor Fahy holds a Masters Degree from Texas A&M University and a Doctorate from Trinity College. Outside of work his passions include family, music, sport, food and travel. For more details go to

Research Interests

Major research interests are in the areas of marketing strategy, customer value, consumer psychology and strategic decision making.

Teaching Interests

Marketing strategy, customer value, branding, digital marketing

Professional Activities


  • 2018 - Irish Academy of Management Best Paper Award (Marketing and Services Management Track)
  • 2012 - Shannon Consortium Regional Teaching Excellence Award
  • 2005 - Irish Academy of Management Best Doctoral Paper Award
  • 2003 - Marketing Institute Biennial Case Study Competition
  • 2002 - ECCH, National Case Writing Competition
  • 2001 - Marketing Institute Biennial Case Study Competition
  • 2001 - Chartered Institute of Marketing Best Paper Award
  • 1996 - Best Doctoral Paper Award
  • 1995 - Marketing Institute Biennial Case Study Competition
  • 1994 - Outstanding Author Award
  • 1993 - Best Doctoral Paper Award
  • 1993 - Marketing Institute Biennial Case Study Competition
  • 1993 - Services Marketing Paper of the Year
  • 1992 - Wayne DeLozier Award
  • 1988 - Rotary Foundation Graduate Scholarship


  • 1899 Irish Marketing Teachers Association,
  • 1899 Marketing Institute,
  • European Academy of Marketing ,


  • Pioneered the use of Intranets to support course delivery

Research Collaborators

  • Jodie Conduit - Co-supervision of PhD - University of Adelaide -Australia
  • Rebecca Dolan - Joint Publication - University of Auckland -New Zealand
  • Werner Kunz - Funding Award - University of Massachusetts Boston -USA