Aidan O'Driscoll




School of Marketing

College of Business

Dublin Institute of Technology

Aungier Street Campus, Dublin 2

Tel:        00 353 1 4027174




BA, Trinity College Dublin, 1973;  MA, Trinity College Dublin, 1975;  MEcon (econometrics), University College Dublin, 1977;  PhD, University of Ulster, 2003;  FMII, 1992


Professor Aidan O’Driscoll is professor emeritus, school of marketing, at the Dublin Institute of Technology. His research interests are in strategy, sustainability, and consumption behavior. He is the author or co-author of over 100 publications including journal articles, books, edited books, case studies, refereed and invited conference papers (see selected publications). He was conferred with a Lifetime Achievement Award by the UK Academy of Marketing in 2015.


He is a co-founder of the Business, Society and Sustainability research centre in DIT’s college of business, and a research member of the Dublin Energy Lab (DEL), an interdisciplinary technology group in DIT.


He was founder and editor, over its 21 volumes to 2011, of Irish Marketing Review, a scholarly journal classified by the Association of Business Schools (ABS) that provided an important platform of publication to Irish and international academics and practitioners in an era of challenging marketing development. He was managing director of Mercury Publications which published Irish Marketing Review and a number of books and monographs in marketing and management.


He has been a visiting professor at University of Ulster on an EU Marie Curie (TMR) fellowship, a Chazen visiting scholar at Columbia University graduate school of business, New York, and a visiting researcher at the International Institute for Management Development (IMD), Lausanne, and is an alumnus of Boston College. He has also been a visiting professor at Bocconi University, Milan, in autumn 2014, and at the University of Naples Federico II in November 2015, 2016, 2017 and 2018.


He is a fellow and former council member, honorary secretary, and treasurer of the Marketing Institute of Ireland (MII), the discipline’s professional body. Among many awards for teaching, innovation in learning, and publication, he received the A. C. Cunningham award for distinguished service to marketing education in 2000. In 2018 he was awarded the Shelby D. Hunt award, with his two co-authors, for the most cited article in the Journal of Macromarketing over the previous five years.


He is currently a consultant with a number of firms in the energy, technology and media sectors, including the experience technology company, vStream, that pioneers experiential advertising/marketing using innovative digital platforms. He teaches strategic management at Maynooth University.



Selected Publications  (Aidan O’Driscoll)


Claudy, M., R. Garcia and A. O’Driscoll (2015), ‘Consumer resistance to innovation – a behavioural reasoning perspective’, Journal of the Academy of Marketing Science, vol. 43, no. 4, pp. 528-544.


Campbell, N. and A. O’Driscoll (2014), ‘Marketing and quality of life’, in A. Michalos, ed., Encyclopedia of Quality of Life and Well-Being Research, Springer, New York.


Claudy, M., M. Peterson and A. O’Driscoll (2013), ‘Understanding the attitude-behaviour gap for renewable energy systems using behavioural reasoning theory’, Journal of Macromarketing, vol. 33, no. 4, pp. 273-287. (conferred with the 2018 Shelby D. Hunt Award).


Koep, L. and A.O’Driscoll (2013), ‘Towards a model for integrating management and communications theory in sustainability/CSR research’, in R. Baumgartner et al., eds., Making the Number of Options Grow: Contributions to the corporate responsibility research conference 2013, ISIS Report #6,Graz, pp. 103-113.


Campbell, N., A. O’Driscoll and M. Saren (2013), ‘Investigating operand and operant resources: resources in service-dominant logic’, Journal of Macromarketing, vol. 33, no. 4, pp. 306-321.


Claudy, M, A.O’Driscoll and A. Duffy (2012), Home Owners’ Attitudes, Perceptions and Willingness to Pay for Microgeneration Technologies, Report prepared for the Sustainable Energy Authority of Ireland Authority (SEAI) by the Dublin Institute of Technology & Dublin Energy Lab, 71pp., 


Maughan, R. and A. O’Driscoll (2012), ‘Rethinking community-based retailing’, in E. O’Callaghan and D, O’Riordan, eds., Retailing in Ireland: Contemporary Perspectives, Gill & Macmillan, Dublin, pp. 40-46.


Claudy, M., C. Michelsen and A. O’Driscoll (2011), ‘The diffusion of microgeneration technologies: assessing the influence of perceived product characteristics on home owners’ willingness to pay’, Energy Policy, vol. 39, no. 3, pp. 1459-1469.


Campbell, N., A. O’Driscoll and M. Saren (2010), ‘The posthuman: the end and the beginning of the human’, Journal of Consumer Behaviour, volume 9, issue 2, pp. 86-101.


Claudy, M., A. O’Driscoll, C. Michelsen, and M. R. Mullen (2010), ‘Consumer awareness in the adoption of microgeneration technologies: an empirical investigation in the Republic of Ireland’, Sustainable & Renewable Energy Reviews, volume 14, issue 7, pp. 2154-2160. 


O’Driscoll, A. (2008), ‘Exploring paradox in marketing strategy: managing ambiguity towards synthesis’, Journal of Business and Industrial Marketing, vol. 23, no. 2, pp. 95-104.


Claudy, M. and A. O’Driscoll (2008), ‘Beyond economics – a behavioural approach to energy efficiency in domestic buildings’, Euro-Asian Journal of Sustainable Energy Development Policy, vol. 1, no. 2, pp. 27-40.


O’Driscoll, A. (2006), ‘Reflection on contemporary issues in relationship marketing: evidence from a longitudinal case study in the building materials industry’, Journal of Marketing Management, vol. 22, no.1-2, pp. 111-133.


Murray, J.A., A. O’Driscoll and A. Torres (2002), ‘Discovering diversity in marketing practice’, European Journal of Marketing, vol. 36, no. 3, pp. 373-390. (Special issue on marketing’s domain edited by Michael Baker.)


O’Driscoll, A., D. Carson and A. Gilmore (2001), ‘The competence trap: exploring issues in winning and sustaining core competence’, Irish Journal of Management, vol. 22, no. 1, pp. 73-90.


O’Driscoll, A., D. Carson and A. Gilmore (2000), ‘Developing marketing competence and managing in networks: a strategic approach’, Journal of Strategic Marketing, vol. 8, no. 2, pp. 183-196.


Murray, J.A. and A. O’Driscoll (1999), Managing Marketing: Concepts and Irish Cases, 2nd ed., Gill and Macmillan, Dublin, 581pp.


O’Driscoll, A. and J.A. Murray (1998), ‘The changing nature of theory and practice in marketing: on the value of synchrony’, Journal of Marketing Management, vol. 14, no. 5, pp. 451-464.    (This paper received an ANBAR ‘citation of excellence’ award.)


Murray, J.A. and A. O’Driscoll (1997), ‘Messianic eschatology – some redemptive reflection on marketing and the benefits of a process approach’, European Journal of Marketing, vol. 31, no. 9/10, pp. 706-719.


O’Driscoll, A. (1997) (ed.), Marketing in Action: Learning from a Small Country, Mercury Publications, Dublin, 196pp. (A selection of articles from a decade of Irish Marketing Review.)


Murray, J.A. and A. O’Driscoll (1996), Strategy and Process in Marketing, Prentice Hall, Hemel Hempstead, England, 505pp.


Murray, J.A. and A. O’Driscoll (1996), ‘Reconsidering the management of marketing’, Irish Marketing Review, vol. 9, pp. 35-47.