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’s research interests are in resource theory, sustainability and business, and smart green design. 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 is founder and editor of Irish Marketing Review, a scholarly journal currently in its 21st volume and ranked by the Association of Business Schools (ABS) among 75 marketing journals published worldwide.

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 group in DIT. He is active in a number of EU and government sponsored research projects on microgeneration, including the European Energy Research Alliance (EERA) Joint Programme on Smart Cities.

He is part of a DIT team participating in the management in Ireland of the Carbon Disclosure Project (CDP), a global non-profit initiative. The DIT lead researcher in an Intelligent Energy Europe (IEE) research initiative, in partnership with five academic and industry institutions, focusing on upgrading green-tech installation skills in the building industry, he also serves on the sustainable enterprise group of the Irish Business and Employers Confederation (IBEC).

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 is a fellow and former council member, honorary secretary, and treasurer of the Marketing Institute of Ireland, the discipline’s professional body. He received the A. C. Cunningham award for distinguished service to marketing education in 2000.

Professor O’Driscoll teaches strategic management and marketing, and is responsible for modules on strategic management, and globalisation and strategy, on the graduate business school’s Executive MBA programme. In 2010 he received a teaching excellence award from the graduate business school. He is a consultant with a number of firms, and a director of War Child Ireland, Mercury Digital Publications, and the Irish Literary Trust.


Selected Publications  (Aidan O’Driscoll)

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, forthcoming.

Claudy, M., M. Peterson and A. O’Driscoll (2013), ‘Understanding the attitude-behavior gap for renewable energy systems using behavioral reasoning theory’, Journal of Macromarketing, vol. 33, no. 4, pp. 273-287.

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.