Contact Professor Lynette Ryals
- Tel: +44 (0) 1234 758087
- Email: lynette.ryals@cranfield.ac.uk
- Twitter: @lynetteryals
- ORCID
Background
Lynette's professional background is in financial services and management consultancy. 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 which researched how understanding customer profitability changed customer management practices in two international financial institutions. She has been a Pro-Vice-Chancellor at Cranfield since 2011. Before taking on her current role of CEO of MK:U at Cranfield she was Pro-Vice-Chancellor Education (2014-2019) and Dean of Cranfield School of Management (2017-19). She was also Chair of The Case Centre (2011-2017). She is a Non-Executive Director of East West Rail.
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's role as Chief Executive of MK:U is to lead the development of a proposed STEM-focused university in Milton Keynes, including;
Leading the team carrying out a feasibility review for MK:U;
Liaising with key stakeholders in local and national government;
Developing relationships with business and educational partners;
Leading the development of MK:U's educational proposition;
Creating investor propositions, financial modelling and fundraising
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, ahead-of-print(ahead-of-print)
- 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 LJ. (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 LJ & Holt S. (2010). Relationship management: A sales role, or a state of mind?. 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)
- 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 the repertory grid to access the underlying realities in key account relationships. International Journal of Market Research, 49(5)
- Ryals LJ & Holt S. (2007). Creating and capturing value in KAM relationships. Journal of Strategic Marketing, 15(5)
- Ryals LJ & Humphries AS. (2007). Managing Key Business-to-Business Relationships. Journal of Service Research, 9(4)
- Ryals L, Dias S & Berger M. (2007). Optimising marketing spend: return maximisation and risk minimisation in the marketing portfolio. Journal of Marketing Management, 23(9-10)
- Ryals LJ & 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 LJ & 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. (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)
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, 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 Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing.
- Davies IA, Meunier-FitzHugh KL & Ryals LJ. (2015). What Sales People do: Observations of Successful Behaviors in Live Sales Meetings In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing.
- Ryals L. (2008). 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
