Staff Profile

  • With a career spanning banking, travel & tourism, the food industry, academia and not for profit sectors, Adrian brings a breadth of strategic leadership and international business development experience across many countries and types of organisations, including trade and sector bodies.

    Adrian holds a B.Sc. (Economics & Accountancy) from the University of Wales, and an MBA from one of the world’s leading business schools, IESE in Barcelona. Fluent in Spanish after living in Spain for 12 years, he has 30 years’ international experience, working and / or undertaking projects in Europe, Asia, the Caribbean and Latin America. During this time, he has gained both private, public and third sector experience, with executive and consulting roles including one-year with the World Bank.

    This complements his experience with small & medium enterprises, both as a mentor, advisor and as an entrepreneur. He is chair of two children’s charities, and cycles for charity, helping raise over £120K, and he hosts a monthly local radio show called ‘Open4Business’ about business in the community.

    His experience, communication skills, open and strategic mind allow him to engage easily with students and executives and thus facilitate discussion and understanding of complex issues in both the classroom and boardroom alike.

    Awards and Honours

    In 2017 Adrian was appointed a Deputy Lieutenant of Northamptonshire (an honorary non-military role) for services to the County, and in this role he serves on the Lord-Lieutenant’s Community and Commerce Groups, and often represents Northamptonshire abroad.

  • Adrian is an Associate Professor in the Faculty of Business & Law (FBL) at the University of Northampton, teaching Strategy , International Business & Cross-Cultural Management. He is the Programme Leader afor the MSc International Business Management programme.

    Adrian is also Outreach Lead for the FBL’s centre for Sustainable Business Practices, and Deputy Director of the China & Emerging Economies Centre (CEEC) active in regional development projects linking the South East Midlands with key Chinese cities and provinces under an innovative multi-stakeholder regional collaboration strategy.

    Adrian has taught at Aston University, the Hotel School, Lausanne and HEC, Paris, and is an external examiner at the University of Buckingham, also previously for the Institute of Chartered Secretaries & Administrators (ICSA) – for whom he co-authored a strategy textbook entitled ‘Strategy in Practice’ (see below).


  • Adrian’s research interests are in the area of corporate citizenship – issues surrounding CSR-ESG and ‘conscious’ and ‘inclusive’ capitalism, the creation and measurement of social value and ‘collective impact’ in which the public-private-academic-social sectors work together to produce solutions for the long-term sustainability and prosperity of the community. He has undertaken research with Grant Thornton and is now working on a project for the UK’s Employee Ownership Association to measure the social impact of employee owned businesses.

    In 2017, he researched and co-authored a Level 7 strategy textbook:

    • Strategy in Process, 3rd Ed. Institute of Chartered Secretaries & Administrators (ICSA) Jul 2017. Co-author of strategy textbook for ICSA.
  • For publications, projects, datasets, research interests and activities, view Adrian Pryce’s research profile on Pure, the University of Northampton’s Research Explorer.

  • Books / Research Reports

    • Timeshare: Coming of Age. Travel & Tourism Intelligence / Mintel, 1999. Principal author of 50,000-word research report.
    • The World Bank Group and Tourism. Travel & Tourism Analyst, 1998. Author of 5,000-word article. The Economist Intelligence Unit.

    Academic Article

    • Income Differentials & Corporate Performance. Corporate Governance, Vol. 11 No. 5 2011. Lead author of 7,000-word academic article for journal of the Academy of Business in Society

    Case study

    • Global Marketing SA. IESE Business School, 1989. Author of case study and associated video/teaching note with Prof E. Joachimsthaler


    • Strategic Corporate Citizenship. Chartered Association of Business Schools Newsletter, 12/2016.