Jonathan Reynolds

Academic Director of the Oxford Institute of Retail Management (OXIRM), University of Oxford

Jonathan Reynolds is Academic Director of the Oxford Institute of Retail Management (OXIRM), Associate Professor in Retail Marketing and Associate Dean of Degree Programmes at Saïd Business School. He is one of the leading academic experts in the study of the retail sector internationally.

Jonathan’s teaching and research focuses primarily on the retail sector. He is particularly recognised for his scholarship and expertise in the areas of electronic commerce and multi-channel retailing, innovation and entrepreneurship in retailing, retail productivity and skills, and the role of place in marketing and retail management.

His views are sought after by businesses, policy makers and the media. He is heavily committed to knowledge transfer, actively seeking to ensure that his research can be widely disseminated amongst policy-makers and practitioners. While his academic base lies in marketing and geography, Jonathan’s research activities have also extended into science and technology studies and strategic management.
He is a founding member of the Oxford Institute of Retail Management, and has been its Academic Director since 1999. The Institute undertakes a range of both commissioned and public domain research with direct relevance to practitioners, but which is nevertheless grounded within rigorous academic scholarship.

Jonathan read geography as an undergraduate at the University of Oxford, and then took an MA at the University of Nottingham, and a PhD at the University of Newcastle-upon-Tyne. He returned to Oxford in 1985 to work on research for the UK retailer Tesco on the application of new forms of technology and e-commerce, following a post at the University of Edinburgh as founding Research Fellow for the Coca-Cola Retail Research Foundation. He has also been Visiting Professor at the Amos Tuck School of Business Administration at Dartmouth College.

He is a Governing Body Fellow at Green Templeton College, Oxford.


  • –present
    Academic Director of the Oxford Institute of Retail Management (OXIRM), University of Oxford