About Me

John Fahy is the Professor of Marketing in the University of Limerick and Adjunct Professor of Marketing at the University of Adelaide. He is an award winning author and speaker on marketing issues around the world.

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Student Centre




  • John Fahy and David Jobber (2015) Foundations of Marketing, 5th edition, London: McGraw-Hill (Previous editions, 2012, 2009, 2006, 2003)
  • John Fahy (2001) The Role of Resources in Global Competition, London: Routledge

Refereed Journal Articles

  • Breda Kenny and John Fahy (2013), The role of tie strength, relational capability and trust in international performance of high-tech SMEs?,' The Industrial Marketing and Purchasing (IMP) Journal, Vol. 7, No. 3, 188-303. 
  • Annmarie Ryan and John Fahy (2012), Evolving priorities in sponsorship: From media management to network management, Journal of Marketing Management, Vol. 28, No. 9/10, 1132-1158.
  • Breda Kenny and John Fahy (2011), ‘Network resources and international performance in high tech SMEs,’Journal of Small Business and Enterprise Development: Special Issue on International Entrepreneurship, Vol. 18, No. 3, 529-555.
  • Anthony Foley and John Fahy (2009), ‘Seeing marketing orientation through a capabilities lens’, European Journal of Marketing, Vol. 43, No. 1/2, 13-20.
  • Breda Kenny and John Fahy (2006), ‘Examining the links between international business networks and performance in international trade: A research agenda,’ International Journal of Innovation and Entrepreneurship, Vol. 6, No. 6, 490-507.
  • John Fahy, Graham Hooley, Gordon Greenley and John Cadogan (2006), What is a Marketing Resource? A Response to Gibbert, Golfetto and Zerbini, Journal of Business Research, Vol. 59, 152-154.
  • Tara Frawley and John Fahy (2005), ‘Revisiting the First-Mover Advantage Theory: A Resource-based perspective,’ Irish Journal of Management, Special Issue, 273-295.
  • Sinead Moloney, John Fahy and Siobhan McAleer (2005), ‘Market Orientation: A Study in the Irish Context, Irish Journal of Management, Vol. 26, No. 1, 41-60.
  • Graham Hooley, Gordon Greenley, John Cadogan and John Fahy (2005), ‘The performance impact of marketing resources,’ Journal of Business Research, Vol. 58, 18-27.
  • Richard T. Hise, Jong-Kuk Shin, Moshe Davidow, John Fahy, Roberto Solano-Mendez and Lisa Troy (2004), ‘A cross-cultural analysis of the geographical knowledge of US, Irish, Israeli, Mexican and South Korean business school students,’ Journal of Teaching in International Business, Vol. 15, No. 3, 7-26.
  • Anthony Foley and John Fahy (2004), ‘Towards a further understanding of the development of market orientation in the firm: A conceptual framework based on the market sensing capability,’ Journal of Strategic Marketing, Vol. 12, December, 219-229.
  • John Fahy, Francis Farrelly and Pascale Quester (2004), ‘Competitive advantage through sponsorship: A conceptual model and research propositions,’ European Journal of Marketing, Vol. 38, No. 8, 1013-1030.
  • Anthony Foley and John Fahy (2004), ‘Incongruity between expression and experience: The role of imagery in supporting the positioning of a tourism destination brand,’ Journal of Brand Management, Vol. 11, No. 3, 209-217.
  • Annmarie Ryan and John Fahy (2003), ‘A relationship marketing perspective on the sponsorship of the Arts in Ireland: A Galway arts festival-Nortel Networks case study,’ Irish Marketing Review, Vol. 16, No. 1, 31-42.
  • John Fahy, Graham Hooley, Jozsef Beracs, Krysztof Fonfara and Vladimir Gabrijan (2003), ‘Privatisation and sustainable competitive advantage in the emerging economies of Central Europe,’ Management International Review, Vol. 43, No. 4, 407-428.
  • Graham Hooley, John Fahy, Gordon Greenley, Jozsef Beracs, Krzysztof Fonfara and Boris Snoj (2003), ‘Market orientation in the service sector of the transition economies of Central Europe,’ European Journal of Marketing, Vol. 37, No. 1/2, 86-106.
  • Dympna O’Callaghan and John Fahy (2002), ‘Is the Internet dumbing down marketing,’ Irish Marketing Review, Vol. 15, No. 2, 59-70.
  • John Fahy and Graham Hooley (2002), ‘Sustainable competitive advantage in electronic business: towards a contingency perspective on the resource-based view,’ Journal of Strategic Marketing, Vol. 10, No. 4, 241-253.
  • John Fahy (2001), ‘A resource-based analysis of sustainable competitive advantage in a global environment,’International Business Review, Vol. 11, No. 1, 57-78.
  • Graham Hooley, Gordon Greenley, John Fahy and John Cadogan (2001), ‘Market-Focused resources, competitive positioning and firm performance,’ Journal of Marketing Management, Vol. 17, No. 5/6, July, 503-520.
  • Graham Hooley, Tony Cox, John Fahy, David Shipley, Joszef Beracs, Krzysztof Fonfara and Boris Snoj (2000), ‘Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales’ Journal of Business Research, Vol. 50, No. 3, 273-285.
  • Fahy, John, Graham Hooley, Tony Cox, Jozsef Beracs, Krzysztof Fonfara and Boris Snoj (2000), ‘The development and impact of marketing capabilities in Central Europe’ Journal of International Business Studies, Vol. 31, No. 1, First Quarter, 63-81.
  • Fahy, John (2000), ‘The resource-based view of the firm: Some stumbling blocks on the road to understanding sustainable competitive advantage,’ Journal of European Industrial Training, Vol. 24, Nos. 2/3/4, 94-104.
  • Fahy, John and Alan Smithee (1999), ‘Strategic Marketing and the Resource-Based View of the Firm,’ Academy of Marketing Science Review [Online], 99 (10), Available: http://www.amsreview.org/amsrev/theory/fahy10-99.html.
  • Hooley, Graham, John Fahy, Tony Cox, Jozsef Beracs, Krsyzstof Fonfara and Boris Snoj (1999), ‘Marketing Capabilities and Firm Performance: A Hierarchical Model,’ Journal of Market-Focused Management, Vol. 4, No. 3 (October), 259-278.
  • McHugh, Gerard, John Fahy and Patrick Butler, (1998) “Accountants Behaving Badly: A Marketing Perspective,”Irish Marketing Review, Vol. 11, No. 1, 19-26.
  • Hooley, Graham, Jozsef Beracs, Tony Cox, John Fahy and Svetla Marinova, (1998) “International Joint Ventures and Greenfield Investments: A Comparative Study of Approaches, Strategies and Performance in Hungary,Research in Marketing, Vol. 14, 87-122.
  • Fahy, John, (1998) “Improving Response Rates in Cross-Cultural Mail Surveys” Industrial Marketing Management, Vol. 27, No. 6 (November), 459-467.
  • Fahy, John, (1998) “Resources and Global Competitive Advantage: A Study of the Automotive Components Industry in Ireland,” Irish Marketing Review, Vol. 10, No. 2, 3-14.
  • Fahy, John, David Shipley, Colin Egan, Bill Neale, (1998) “Motives and Experiences of IJV Partners in Hungary,”Journal of Business and Industrial Marketing, Vol. 13, No. 2/3, 155-163.
  • Hooley, Graham, David Shipley, John Fahy, Tony Cox, Jozsef Beracs and Krisztina Kolos (1996), “Foreign Direct Investment in Hungary: Resource Acquisiton and Domestic Competitive Advantage, Journal of International Business Studies, Vol. 27, No. 4 (Fourth Quarter), 683-709.
  • Fahy, John (1996), “Competitive Advantage in International Services: A Resource-Based View, International Studies in Organisation and Management, Vol. 26, No. 2 (Summer), 24-37.
  • Shipley, David, John Fahy, Colin Egan and Tormond Haugen (1995), “Perceptions of Agency Executives on Dimensions of Press Advertising Effectiveness, Journal of Marketing Communications, Vol. 1, No. 2, 91-104.
  • Fahy, John, Denise Smart, William Pride and O. C. Ferrell (1995), “Advertising Sensitive Products,” International Journal of Advertising, Vol. 14, No. 3 (September), 231-243.
  • Fahy, John and Fuyuki Taguchi (1995) “Reassessing The Japanese Distribution System,” Sloan Management Review, Vol. 36, No. 2, (Winter) 49-61.
  • Fahy, John and Fuyuki Taguchi (1994) “Japan’s New Look Distribution Systems,” Senshu Business Review, No. 59 (October), 95-127.
  • Sakurai, Michiharu and John Fahy (1994) “Investment Justification in CIM,” Research on Accounting, The Institute for Accounting Study, Senshu University, Japan, No. 20 (March), 37-65.
  • Fahy, John, (1994), “Learning From the Currency Crisis of 1992,” Irish Marketing Review, Vol. 7, 83-91.
  • Bharadwaj, Sundar G., P. Rajan Varadarajan and John Fahy (1993), “Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions,” Journal of Marketing, Vol. 57, No. 3 (October), 83-99.
  • Fahy, John (1993), “An Analysis of Competition in the New Europe,” European Journal of Marketing, Vol. 27, No. 5, 42-53.
  • • Reprinted in Perspectives on Marketing and Management in Ireland, Mary Lambkin and Tony Meenaghan (eds.), Dublin: Oak Tree Press, 1994, 393-408.
  • * Reprinted in Critical Perspectives on Business and Management, Michael Baker (ed.), Volume V, London: Routledge, 2001,
  • Fahy, John (1993), “How Service Companies Can Attain a Sustainable Competitive Advantage ,” The Irish Marketing Review, Vol. 6, 29-37.
  • • Reprinted in Marketing in Action: Learning from a Small Country, Aidan O’Driscoll (ed.),
  • Dublin: Mercury Publications, 1997, 63-72.

Book Chapters

  • Anthony Foley, John Fahy and Anne-Marie Ivers (2014), 'Brand experience in tourism in the internet age,' in Handbook of Tourism Marketing, S. McCabe (ed.), London: Routledge, 140-150.
  • John Fahy (2012), 'Creating a winning customer value proposition,' in Best Practices in Successful Business: A Collection of Tutorials,' S. Harwood (ed.), USA. Walker Publications, 78-87.
  • Breda Kenny and John Fahy (2011), ‘SME’s networking capability and financial performance,’ in Interfirm Networks, Advances in Business Marketing and Purchasing, Vol. 17, A. Woodside and R. Baxter (eds.), USA: Emerald Publishing, 199-376.
  • Breda Kenny and John Fahy (2011), ‘Converging themes: Networks, international performance and the telecoms sector’, in Firm-Level Internationalisation, Regionalism and Globalisation, E. Houston, R. Sinkovics and J. Berrili (eds.), Houndsmills, Basingstoke, UK: Palgrave-Macmillan, 263-291.
  • Fahy, John, Graham Hooley, Tony Cox and Boris Snoj (2000) ‘Foreign Direct Investment, Economic Transition and the Impact on Marketing Practice in Slovenia’ in International Business: Emerging Issues and Emerging Markets, Carla C. J. M. Miller, Robert M. Grant and Chong Ju Choi (eds.), London: MacMillan Press Ltd, 221-237.
  • Fahy, John and Taguchi, Fuyuki (2000), ‘Japan’s Second Distribution Revolution: The Penetration of Global Retail Formats,’ in Japanese Distribution Strategy, Michael Czinkota and Masaaki Kotabe (eds.), London: Thomson Businesss Press, 298-309.
  • Fahy, John, (1998) “The Challenges of International Marketing,” in The CIM Handbook of Strategic Marketing, Colin Egan and Michael J. Thomas (eds.), Oxford: Butterworth Heinemann, 194-208.
  • Fahy, John, (1998), “The Role of Resources in Global Competition,” in Internationalisation: Process, Context and Markets, Graham Hooley, Ray Loveridge and David Wilson (eds.), London: Macmillan Press, 122-135.
  • Fahy, John (1995), “Pricing in International Markets: A European Experience” in the International Lecture Series: Principles of Marketing, 4th edition, Thomas C. Kinnear, Kenneth L. Bernhardt and Kathleen A. Krentler (eds.), New York: NY; HarperCollins College Publishers, 83-93.
  • Murray, John A. and John Fahy (1994), “The Marketing Environment,” in The European Business Environment, Neill Nugent and Rory O’Donnell (eds.), London; McMillan Press Ltd, 183-198.

Book Reviews

  • Fahy, John (2000) No Logo by Naomi Klein, London: Harper Collins Publishers, Journal of Marketing, Vol. 64, No. 3 (July), 115-117).
  • Fahy, John, (1998) Postmodern Marketing by Stephen Brown, London: Routledge, Journal of Marketing, Vol. 62, No. 1 (January), 121-123.
  • Fahy, John (1993), The Outnation: A Search for the Soul of Japan by Jonathan Rauch, Boston, MA: Harvard Business School Press, Management, Vol. 40, No. 5, 51.
  • Fahy, John (1991), Crowning the Customer by Fergal Quinn, Dublin: O’ Brien Press, Irish Marketing Review, Vol. 5, 79-80.

Case Studies

  • Breda Kenny and John Fahy (2010), ‘Surecom Network Solutions Ltd: In a World of Pots and Pans!,’ Irish Business Journal Case Study Edition, Vol. 5, No. 1, 46-54.
  • European Case Clearing House, Case Ref: 810-022-1; Video Ref: 810-022-3; Teaching Note Ref: 810-022-8.
  • Fahy, John (2005), ‘PEI: Developing a customer service strategy,’ in Cases in Marketing Management and StrategyVol. 4, Catherine Kilbride & Gerry Mortimer (eds.) Dublin: ColourBooks Ltd, 2005, 1-25.
  • Fahy, John (2001), ‘Mitsubishi Ireland: The Launch of Black Diamond,’ European Case Clearing House, Case Ref: 502-053-1, Teaching Note Ref: 502-053-8.
  • * Case printed in Cases in Marketing Management and Strategy, Vol. 3, Gerry Mortimer (ed.), Dublin: ColourBooks Ltd, 2002, 20-45.
  • * Case reprinted in Principles and Practice of Marketing, 3rd edition, David Jobber, London: McGraw-Hill, 2001, 625-634.
  • * Case reprinted in Principles and Practice of Marketing, 4th edition, David Jobber, London: McGraw-Hill, 2004, 740-848.
  • Fahy, John (2001), ‘Sylvan Ireland,’ in Principles and Practice of Marketing, 3rd edition, David Jobber, London: McGraw-Hill, 2001, 30-32.
  • Fahy, John (1996), “Mitsubishi Electric Ireland Ltd (MEIR): Managing a Powershift in the Distribution Channel,”European Case Clearing House, Case Ref: 596-002-1, Teaching Note Ref: 596-002-8, Transparencies Ref: 596-002-7.
  • * Case printed in Case Studies in Marketing, Anthony C. Cunningham, James J. Ward and Catherine Kilbride (eds.), Dublin: Oak Tree Press, 1995, 109-128.
  • * Case reprinted in Principles and Practice of Marketing, 2nd Edition, David Jobber, London: McGraw-Hill, 1998, 478-490.
  • * Case reprinted in Managing Marketing: Concepts and Irish Cases, 2nd edition, J. A. Murray and A. O’DriscolI, Gill & MacMillan, Dublin, 1999, 544-560.
  • * Case reprinted in Principles and Practice of Marketing, 3rd edition, David Jobber, London: McGraw-Hill, 2001, 549-560.
  • * Case available at www.businesscases.org, Case No. 57.
  • Fahy, John (1993), “Optimeyes: Revolutionising the Ophthalmics Industry in Ireland,” European Case Clearing House, Case Ref. 593-035-1, Teaching Note Ref. 593-035-8.
  • *  Case printed in IMTA/MII Case Study Project, Dublin: The Marketing Institute, 51-80.
  • *  Case reprinted in Principles and Practice of Marketing, David Jobber, London: McGraw-Hill, 1996, 542-553. Teaching Note reprinted in Principles and Practice of Marketing: Instructor’s Manual, David Jobber (ed.), London, McGraw-Hill,1996,  99-102.
  • * Case reprinted in European Casebook on Entrepreneurship and New Ventures, David Molian and Benoit Leleux (eds.), London: Prentice-Hall, 1997, 129-152.
  • * Case reprinted in Principles and Practice of Marketing, 2nd Edition, David Jobber, London: McGraw-Hill, 1998, 514-523.
  • * Case reprinted in Managing Marketing: Concepts and Irish Cases, 2nd edition, J. A. Murray and A. O’DriscolI, Gill & MacMillan, Dublin, 1999, 70-82.