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.

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Research Output 1998 2017

Data privacy: Users' thoughts on quantified self personal data

Spiller, K., Ball, K., Bandara, A., Meadows, M., McCormick, C., Nuseibeh, B. & Price, B. A. 1 Oct 2017 Self-Tracking: Empirical and Philosophical Investigations. Springer International Publishing, p. 111-124 14 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

personal data
data protection

Don’t throw rocks from the side-lines: A sociomaterial exploration of organizational blogs as boundary objects

Daniel, E., Hartnett, E. & Meadows, M. 2017 In : Information Technology & People. 30, 3, p. 542-561 20 p.

Research output: Contribution to journalArticle

Open Access
social media
freedom of information
4 Citations
Business ethics
Conceptual framework

Future-making: Inclusive design and smart cities

Meadows, M. & Kouw, M. 1 Mar 2017 Interactions, 24, 2, p. 52-56 5 p.

Research output: Contribution to specialist publicationArticle

Open Access
Chemical analysis

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

Technological forecasting
Social Change
Peer Review
Quality Control
Quality control

Press / Media