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 Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

  • 8 Similar Profiles
Segmentation Business & Economics
Scenarios Business & Economics
Stakeholders Business & Economics
data Social Sciences
security Social Sciences
security industry Social Sciences
interdisciplinary research Social Sciences
surveillance Social Sciences

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

Research Output 1998 2017

2 Citations
Business ethics
Conceptual framework

Improving Scenario Methodology: Theory and Practice: Introduction to the Special Issue

Wright, G., Meadows, M., Tapinos, E., O'Brien, F. & Pyper, N. Nov 2017 In : Technological Forecasting and Social Change. (in press), p. (in press) 5 p.

Research output: Contribution to journalEditorial

Social Change
Technological forecasting
Peer Review
Quality Control
4 Citations

Opening M&A strategy to investors: Predictors and outcomes of transparency during organisational transition

Yakis-Douglas, B., Angwin, D., Ahn, K. & Meadows, M. Jun 2017 In : Long Range Planning. 50, 3, p. 411-422 12 p.

Research output: Contribution to journalArticle

1 Citations

Serialisation and the use of Twitter: Keeping the conversation alive in public policy scenario projects

O'Brien, F., Meadows, M. & Griffiths, S. 30 May 2017 In : Technological Forecasting and Social Change. (in press), p. (in press) 34 p.

Research output: Contribution to journalArticle

Public Policy
Technological forecasting

The role of customer management capabilities in public-private partnerships

Canhoto, A. I., Meadows, M., Ball, K., Daniel, E., Dibb, S. & Spiller, K. 2017 In : Journal of Strategic Marketing. 25, 5-6, p. 384-404 21 p.

Research output: Contribution to journalArticle

Open Access
Law enforcement

Press / Media