• 270 Citations
  • 9 h-Index
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Personal profile

Vision Statement

I am interested in the use of data, particularly customer/consumer data, by organisations of all kinds; the analysis of “big data” to support decision-making and enhance strategic conversations; and the impact of data sharing and privacy on customer behaviours and new business models.

My research explores the use of strategy tools, such as scenario planning and visioning, during strategic conversations involving managers and other organisational stakeholders. In relation to mergers and acquisitions, I am also investigating the importance of corporate communications while the M&A deal progresses, and the factors that impact upon the success of the all-important post-merger integration phase.


Maureen Meadows is Professor of Strategic Management at the Centre for Business in Society (CBiS) at Coventry University. Maureen spent ten years at the Open University Business School, including five years as Head of Department for Strategy and Marketing, OUBS, and leader of the MBA module in strategic management. She was previously at Warwick Business School for thirteen years, where she directed the MSc in Management Science and Operational Research for five years.

Formerly Chair of the Special Interest Group in Strategy at the British Academy of Management (BAM), Maureen is now a member of BAM Council. With a background in mathematics, statistics and operational research, Maureen has over 20 years’ experience of working with customer data and analytics, both as a practitioner in the financial services sector and an academic. She has published on the progress and problems experienced by organisations working on strategic projects such as market segmentation, relationship marketing and customer relationship management.

She was a co-investigator on the Leverhulme-funded Project 'Taking Liberties?' concerning public/private blurring in the surveillance society, and she is currently a co-investigator on an EPSRC-funded project ‘Monetize Me? Privacy and the Quantified Self in the Digital Economy’.

Research Interests

strategic management; use of strategy tools; customer data, big data and data management; privacy and new business models; mergers and acquisitions

Education/Academic qualification

Doctorate, Open University

1 Jan 20154 Jun 2016

MSc, University of Warwick

1 Sep 198631 Aug 1987

Degree, University of Oxford

1 Sep 198331 Aug 1986

Fingerprint Dive into the research topics where Maureen Meadows is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Technological forecasting Engineering & Materials Science
travel Social Sciences
Marketing Engineering & Materials Science
integration strategy Social Sciences
personal data Social Sciences
Blogs Engineering & Materials Science
private sector Social Sciences
terrorism Social Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2017 2019

Research Output 1998 2019

How Big Data Can Destroy Organisations’ Legitimacy

Ferreira, C., Merendino, A. & Meadows, M., Jun 2019, In : International Corporate Rescue. 16, 3, p. (In-Press) 3 p.

Research output: Contribution to journalReview article

Open Access

A CRM-based pathway to improving organisational responsiveness: an empirical study

Batista, L., Dibb, S., Meadows, M., Hinton, M. & Analogbei, M., 16 Dec 2018, In : Journal of Strategic Marketing. (In-press), p. (In-press)

Research output: Contribution to journalArticle

Customer relationship management
Empirical study
6 Citations (Scopus)
7 Downloads (Pure)

Assessing the privacy of mHealth Apps for self tracking: A heuristic evaluation approach

Hutton, L., Price, B., Kelly, R., McCormick, C., Bandara, A., Hatzakis, T., Meadows, M. & Nuseibeh, B., 22 Oct 2018, In : JMIR mHealth and uHealth. 6, 10, e185.

Research output: Contribution to journalArticle

Open Access
11 Citations (Scopus)

Big Data, Big Decisions: The Impact of Big Data on Board Level Decision-Making

Merendino, A., Dibb, S., Meadows, M., Quinn, L., Wilson, D., Simkin, L. & Cahnoto, A., Dec 2018, In : Journal of Business Research. 93, p. 67-78 12 p.

Research output: Contribution to journalArticle

Decision making
Environmental change
Strategic decision making
Levels of analysis

Buying Impulsiveness of affordable luxury? Revised S-O-R Model

Cao, D. & Meadows, M., 20 Nov 2017, (Submitted) In : European Journal of Marketing.

Research output: Contribution to journalArticle

Activities 2018 2018

  • 2 Participation in conference

British Academy of Management

Dongmei Cao (Speaker), Maureen Meadows (Speaker), Donna Wong (Speaker)
3 Sep 20186 Sep 2018

Activity: Participating in or organising an eventParticipation in conference

3rd international conference on marketing, strategy & policy

Dongmei Cao (Speaker), Maureen Meadows (Speaker), Donna Wong (Speaker)
10 Apr 2018

Activity: Participating in or organising an eventParticipation in conference

Press / Media

GDPR: ten easy steps all organisations should follow

Sara Degli Esposti & Maureen Meadows


1 media contribution

Press/Media: Research