Contact Professor Lynette Ryals
- Tel: +44 (0) 1234 758087
- Email: [email protected]
- Twitter: @lynetteryals
- ORCID
Background
Lynette's academic background is in sales and customer management. She is a Fellow of the Society of Investment Professionals, Fellow of the Chartered institute of Logistics and a Principal Fellow of the Higher Education Academy. She has an MA (Oxon), an MBA, and a PhD from Cranfield. Previously she was Professor of Strategic Sales and Account Management in Cranfield University's School of Management and then inaugural Pro-Vice-Chancellor (Education). She was also Chair of The Case Centre (2011-2017) and Dean of Cranfield School of Management (2017-2019).
Lynette was awarded an OBE in the New Year Honours 2019 for services to higher education. She is a non-Executive Director of East West Rail and of the Oxford-Cambridge Pan Regional Partnership, and a Trustee of the Stables, Milton Keynes.
Research opportunities
I am currently researching innovations in education, especially applied and problem-based learning as well as the role that different technologies and education approaches have, on learning. (Funded by an Office for Students Catalyst award).
Current activities
Lynette is Deputy-Vice-Chancellor, Faculty of Business & Management. Before that, as Pro-Vice-Chancellor at Cranfield University and Chief Executive of MK:U, Lynette set up and led a distinctive undergraduate education offering based in Milton Keynes from 2018-2025.
Clients
- MK:U Business Supporters Group
Publications
Articles In Journals
- Peesker KM, Ryals LJ & Kerr PD. (2024). Toward an understanding of the personal traits needed in a digital selling environment. Journal of Business & Industrial Marketing, 39(8)
- Rouziou M, Bolander W, Peesker K, Hautamäki P, Rangarajan D, .... (2024). Global Events Demand Global Data: COVID-19 Crisis Responses and the Future of Selling and Sales Management Around the Globe. Journal of International Marketing, 33(2)
- Peesker KM, Kerr PD, Bolander W, Ryals LJ, Lister JA, .... (2022). Hiring for sales success: the emerging importance of salesperson analytical skills. Journal of Business Research, 144(May)
- Peesker KM, Ryals LJ, Rich GA & Davis L. (2021). An ecosystems analysis of how sales managers develop salespeople. Journal of Business & Industrial Marketing, 36(4)
- Peesker KM, Ryals LJ, Rich GA & boehnke SE. (2019). A qualitative study of leader behaviors perceived to enable salesperson performance. Journal of Personal Selling & Sales Management, 39(4)
- Guesalaga R, Gabrielsson M, Rogers B, Ryals L & Marcos Cuevas J. (2018). Which resources and capabilities underpin strategic key account management?. Industrial Marketing Management, 75
- Christopher M & Ryals LJ. (2014). The Supply Chain Becomes the Demand Chain. Journal of Business Logistics, 35(1)
- Persson A & Ryals L. (2014). Making customer relationship decisions: Analytics v rules of thumb. Journal of Business Research, 67(8)
- Marcos-Cuevas J, Nätti S, Palo T & Ryals LJ. (2014). Implementing key account management: Intraorganizational practices and associated dilemmas. Industrial Marketing Management, 43(7)
- Davies IA & Ryals LJ. (2014). The effectiveness of Key Account Management practices. Industrial Marketing Management, 43(7)
- J. Ryals L & A. Davies I. (2013). Where's the strategic intent in key account relationships?. Journal of Business & Industrial Marketing, 28(2)
- Davies IA & Ryals LJ. (2013). Attitudes and behaviours of key account managers: Are they really any different to senior sales professionals?. Industrial Marketing Management, 42(6)
- Speakman JIF & Ryals L. (2012). Key account management: the inside selling job. Journal of Business & Industrial Marketing, 27(5)
- Davies IA & Ryals L. (2010). The Role of Social Capital in the Success of Fair Trade. Journal of Business Ethics, 96(2)
- Speakman J & Ryals L. (2010). A re‐evaluation of conflict theory for the management of multiple, simultaneous conflict episodes. International Journal of Conflict Management, 21(2)
- Persson A & Ryals L. (2010). Customer assets and customer equity: Management and measurement issues. Marketing Theory, 10(4)
- Davies IA, Ryals L & Holt S. (2010). Relationship Management: a sales role, or a state of mind? An investigation of functions and attitudes across a business-to-business sales force. Industrial Marketing Management, 39(7)
- Ryals LJ & Humphries AS. (2010). Efficiency versus value maximisation in co‐manufacturing relationships. The International Journal of Logistics Management, 21(2)
- Ryals L & Davies I. (2010). Vision statement: Do you really know who your best salespeople are?. Harvard Business Review, 88(12)
- Ryals L & Davies I. (2010). Do You Really Know Who Your Best Salespeople Are?. HARVARD BUSINESS REVIEW, 88(12)
- Storbacka K, Ryals L, Davies IA & Nenonen S. (2009). The changing role of sales: viewing sales as a strategic, cross-functional process. European Journal of Marketing, 43(7/8)
- Davies IA & Ryals LJ. (2009). A stage model for transitioning to KAM. Journal of Marketing Management, 25(9-10)
- Maklan S, Knox S & Ryals L. (2008). New trends in innovation and customer relationship management: a challenge for market researchers.. International Journal of Market Research, 50(2)
- Ryals L. (2008). Determining the indirect value of a customer. Journal of Marketing Management, 24(7-8)
- Ryals L & Knox S. (2007). Measuring and managing customer relationship risk in business markets.. Industrial Marketing Management, 36(6)
- Ryals L & Rogers B. (2007). Key Account Planning: Benefits, Barriers and Best Practice.. Journal of Strategic Marketing, 15(2-3)
- Rogers B & Ryals L. (2007). Using Repertory Grid to access the underlying realities in key account relationships.. International Journal of Market Research, 49(5)
- Ryals L & Holt S. (2007). Creating and capturing value in KAM relationships. Journal of Strategic Marketing, 15(5)
- Ryals L & Humphries A. (2007). Managing Key Business-to-Business Relationships. Journal of Service Research, 9(4)
- Ryals L, Dias S & Berger M. (2007). Optimising marketing spend: return maximization and risk minimization in the marketing portfolio. Journal of Marketing Management, 23(9-10)
- Ryals L & Rogers B. (2006). Holding up the mirror: The impact of strategic procurement practices on account management. Business Horizons, 49(1)
- Ryals L & Bruce L. (2006). Key account management: Overcoming internal conflict. Journal of Direct, Data and Digital Marketing Practice, 7(4)
- Ryals L. (2006). Profitable relationships with key customers: how suppliers manage pricing and customer risk. Journal of Strategic Marketing, 14(2)
- Maklan S, Knox S & Ryals L. (2005). Using Real Options to Help Build the Business Case for CRM Investment. Long Range Planning, 38(4)
- Ryals LJ & Rogers B. (2005). Sales compensation plans — One size does not fit all. Journal of Targeting, Measurement and Analysis for Marketing, 13(4)
- Ryals L & Wilson H. (2005). Experimental Methods in Market Research: From Information to Insight. International Journal of Market Research, 47(4)
- Ryals L. (2005). Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships. Journal of Marketing, 69(4)
- Ryals L & Knox S. (2005). Measuring Risk-adjusted Customer Lifetime Value and its Impact on Relationship Marketing Strategies and Shareholder Value. European Journal of Marketing, 39(5/6)
- Pasura A & Ryals L. (2005). Pricing for value in ICT. Journal of Targeting, Measurement and Analysis for Marketing, 14(1)
- Ryals L & Wilson H. (2005). Experimental methods in market research - From information to insight. INTERNATIONAL JOURNAL OF MARKET RESEARCH, 47(4)
- Ryals L. (2003). Creating profitable customers through the magic of data mining.. Journal of Targeting, Measurement and Analysis for Marketing, 11(4)
- Ryals L. (2003). Making customers pay: measuring and managing customer risk and returns. Journal of Strategic Marketing, 11(3)
- Ryals L. (2002). Editorial. Journal of Targeting, Measurement and Analysis for Marketing, 10(3)
- Ryals L. (2002). Are your customers worth more than money?. Journal of Retailing and Consumer Services, 9(5)
- Dias S & Ryals L. (2002). Options theory and options thinking in valuing returns on brand investments and brand extensions. Journal of Product & Brand Management, 11(2)
- Ryals L. (2002). Measuring risk and returns in the customer portfolio. Journal of Database Marketing & Customer Strategy Management, 9(3)
- Ryals L & Knox S. (2001). Cross-functional issues in the implementation of relationship marketing through customer relationship management. European Management Journal, 19(5)
- Ward K & Ryals L. (2001). Latest thinking on attaching a financial value to marketing strategy: Through brands to valuing relationships. Journal of Targeting, Measurement and Analysis for Marketing, 9(4)
- Ryals L & Payne A. (2001). Customer relationship management in financial services: towards information-enabled relationship marketing. Journal of Strategic Marketing, 9(1)
- Christopher M & Ryals L. (1999). Supply Chain Strategy: Its Impact on Shareholder Value. The International Journal of Logistics Management, 10(1)
- Ryals L. World class key account management. The Business & Management Collection, 2010(3)
Conference Papers
- Ryals L & Macdonald E. (2015). The Domain of Sustainable Marketing: A Framework and Research Agenda
- Davies IA & Ryals L. (2015). How Companies Implement Kam: a Four-Stage Model
- Speakman JIF & Ryals LJ. (2015). Sources of Intraorganizational Conflict: a Sales Perspective
- Ryals L, Abdollahi S & Marcos J. (2015). The Skills and Competencies of Sales Leaders: A Survey
- Marcos-Cuevas J & Ryals L. (2015). The Changing Role of Salespeople and Consequences for Required Capabilities: A Review and Empirical Exploration
- Speakman I & Ryals L. (2015). When the Going Gets Tough, the Tough Get Dynamic: How Key Account Managers Use Adaptive Behavior in the Management of Conflicts
- Marcos-Cuevas J, Ryals LJ & Ladik DM. (2015). Leading Sales in the 21st Century: The Ambidextrous Sales Organization
- Lemmens R, Marcos Cuevas J, Marcos Cuevas J & Ryals L. (2011). Selling in the 21st Century: Mapping the Transformations of Selling and Sales Management
- Ryals LJ, Persson A & Dias S. (2011). Risk-Adjusted Returns Maximization: An Application of Modern Portfolio Theory to Marketing Resource Management
- Ryals LJ & Rackham N. (2010). The Impact of Servitization on Sales: Complex Selling and Sales Opportunity Selection
- Ryals L & Davies I. (2009). What sales people actually do: Observations from live sales incidents
- Ryals L & Davies I. (2008). Strategic intent in key customer/supplier relationships
- Maklan S, Knox S & Ryals L. (2008). The Use of Action Research in Marketing Strategy Development.
- Ryals L & Davies I. (2007). Implementing KAM successfully: How companies develop great customer relationships
- Ryals L. (2006). Customer profitability - the wrong measure for marketing?
- Ryals L & Speakman I. (2006). Building adaptive capabilities into organisations
- Ryals L & Rodgers B. (2005). Strategic plans for key accounts: Benefits, barriers and best practice
- Ryals L. (2003). The loyalty effect and zero defections: are you sure you want to keep your customers forever?
- Knox S, Maklan S & Ryals L. (2003). Managing CRM Investments as a Market-Based Asset rather than for Cash Flow
- Ryals LJ. (2002). Measuring the Total Value of the Customer
- Ryals L. (2002). CRM: a theoretical model for managing the customer portfolio
- Ryals L. (2002). The use of control groups in customer profitability research
- Knox S, Maklan S, Knox S & Ryals L. (2002). Developing the metrics of brand loyalty
- Knox S, Maklan S & Ryals L. (2002). Consumer purchasing styles and brand loyalty: empirical evidence from product and service markets
- Maklan S, Knox S & Ryals L. (2002). Extending the marketing concept using resource-based theory
- Ryals L. (2001). Risk, Returns and the Customer Portfolio
- Ryals L. (2000). Operationalisation
- Ryals L. (2000). Operationalisation of PhD
- Knox S, Thompson K & Ryals L. (2000). Customer Relationship Management and Marketing Strategy Implementation
- Knox S, Ryals L, Thompson K & Maklan S. (2000). Developing Relationship Marketing through the Implementation of Customer Relationship Management Technology
Books
- Ryals LJ, Bender R & Thompson T. (2018). The Power of Technology in Customised Executive Education In The Disruptive Power of Online Education. Emerald Publishing Limited.
- Ryals LJ, Bender R & Thompson T. (2018). The power of technology in customised executive education In The Disruptive Power of Online Education: Challenges, Opportunities, Responses.
- Ryals L. (2017). Implementing sustainable marketing In Cranfield on Corporate Sustainability. Routledge.
- Ryals L. (2017). Issues in sustainable marketing In Grayson D & Exter N (eds), Cranfield on Corporate Sustainability. Greenleaf, Sheffield.
- Ryals L & Rackham N. (2015). The Impact of Servitization on Selling In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing.
- Davies IA, Meunier-FitzHugh KL & Ryals LJ. (2015). What Sales People do: Observations of Successful Behaviors in Live Sales Meetings In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing.
- Ryals L. Ryals L(ed.). (2012). Managing Customers Profitably
- Ryals L. (2009). Managing Customers Profitably (1st edition)
- Ryals L & McDonald M. (2008). Key Account Plans
- Knox S, Payne A, Ryals L, Maklan S & Peppard J. (2007). Customer Relationship Management
- Knox S, Maklan S, Peppard J, Payne A, Knox S, .... (2003). CRM: perspectives from the market place
- KNOX S. (2003). Channel and media integration process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). CRM top of the management agenda In Customer Relationship Management. Elsevier.
- KNOX S. (2003). The strategy development process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). Information management process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). The future of CRM: What opinion leaders think In Customer Relationship Management. Elsevier.
- KNOX S. (2003). A strategic framework for CRM In Customer Relationship Management. Elsevier.
- KNOX S. (2003). Performance assessment process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). CRM investments and shareholder value In Customer Relationship Management. Elsevier.
- KNOX S. (2003). The value creation process In Customer Relationship Management. Elsevier.
- Knox S & Ryals L. (2000). Marketing Management: A Relationship Marketing Perspective