• 210 Citations
  • 8 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

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Research Output 1998 2018

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

Batista, L., Dibb, S., Meadows, M., Hinton, M. & Analogbei, M. 19 Oct 2018 (Accepted/In press) In : Journal of Strategic Marketing. (In-press), p. (In-press)

Research output: Contribution to journalArticle

Customer relationship management
Empirical study

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. 10 Jul 2018 (Accepted/In press) In : JMIR mHealth and uHealth. (In-Press), p. (In-Press)

Research output: Contribution to journalArticle

Application programs

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. 1 Sep 2018 In : Journal of Business Research. 93, p. 67-78 12 p.

Research output: Contribution to journalReview article

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

2 Citations

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

Activities 2018 2018

  • 2 Participation in conference

British Academy of Management

Cao, D. (Speaker), Meadows, M. (Speaker), Wong, D. (Speaker)
3 Sep 20186 Sep 2018

Activity: Participation in conference

3rd international conference on marketing, strategy & policy

Cao, D. (Speaker), Meadows, M. (Speaker), Wong, D. (Speaker)
10 Apr 2018

Activity: Participation in conference

Press / Media

GDPR: ten easy steps all organisations should follow

Sara Degli Esposti & Maureen Meadows


1 media contribution

Press/Media: Research