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Dr Sue Cronshaw

Liverpool Business School

Faculty of Business and Law

Before moving into academia I worked as a marketing professional in the media for 10 years, specifically in the field of brand management. As a senior lecturer in Marketing, my research interests include the female consumer experience, consumer tribes/online communities, digital health and organizational ambidexterity. I am the Associate Editor for the International Journal of Organizational Analysis, journal reviewer for Journal of Creating Value, International Journal of Mental Health Promotion, Higher Education Quarterly, Innovations in Teaching and Learning International and Journal of Consumer Affairs. I am an External Examiner for Professional Doctorates at The University of Chester and De Montfort University, a Fellow of the Higher Education Academy, a CMBE Certified Management and Business Educator and AURORA Alumni.

Degrees

2016, University of Chester, United Kingdom, PhD
2006, University of Liverpool, United Kingdom, PGCLTHE
2004, Manchester Metropolitan University, United Kingdom, MA Strategic Marketing
2003, Manchester Metropolitan University, United Kingdom, Postgraduate Dilpoma in Marketing Management
1998, Chartered Institute of Marketing, UK, CIM Advanced Certificate in Marketing
1994, University of Sunderland, United Kingdom, BA (Hons) Communication Studies

Academic appointments

Lecturer in Marketing & Media, Media & Commuication, Liverpool Hope University, 2003 - 2017

Chapters

Cronshaw S, Drummond MG. 2024. Digital pedagogies for sustainable futures: the role of gamification to enhance student learning Sustainability in Business Education, Research and Practices :291-301 Springer Cham 978-3-031-55995-2 DOI Publisher Url Public Url

Cronshaw S. 2017. Working Student Mums and the Art of Spinning Plates Postgraduate Study in the UK: Surviving and Succeeding :163-174 Libri 9781911450030

Report

Cronshaw S, Drummond M. 2024. Guide to ESD in Practice: Student engagement through gamification for experiential learning in the formal curriculum Publisher Url

Cronshaw S, Wolstencroft P. 2023. Student Engagement Guidelines: Learning from innovative practices introduced in response to COVID-19 A collaboration of 10 UK modern universities Publisher Url Public Url

Journal article

Cronshaw S, Stokes P, McCulloch A. 2023. Outside looking in: Gendered roles and the wellbeing of working student mothers studying for a part-time PhD Higher Education Quarterly, DOI Publisher Url Public Url

Potts J, Stevens M, Cronshaw S, Wilson H, Van Hout M. 2023. Highflyers navigating potential turbulence ahead: a phenomenological study about airline pilot experiences of the menopause Maturitas, 173 :119-120 DOI Publisher Url

Cronshaw S, Stokes P, McCulloch A. 2022. Online Communities of Practice and doctoral study: working women with children resisting perpetual peripherality Journal of Further and Higher Education, DOI Publisher Url Public Url

Cronshaw S, Stokes P, McCullough A. 2021. Mothers doing doctorates part-time – why do we make it harder than it needs to be? Global Focus: The EFMD Business Magazine, Publisher Url Public Url

Cronshaw S. 2021. Web Workouts and consumer well-being: The role of digital-physical activity during the UK COVID-19 lockdown Journal of Consumer Affairs, DOI Author Url Publisher Url Public Url

Stokes P, Smith S, Wall T, Moore N, Rowland C, Ward T, Cronshaw S. 2019. Resilience and the (micro-)dynamics of organizational ambidexterity: implications for strategic HRM International Journal of Human Resource Management, 30 :1287-1322 DOI Author Url Publisher Url Public Url

Busby R, Cronshaw S. 2015. Political Branding: The Tea Party and Its Use of Participation Branding Journal of Political Marketing, 14 :96-110 DOI Publisher Url Public Url

Conference publication

Cronshaw S, Wall T. 2023. Digital pedagogies in management education: beyond enjoyment and employment, towards social value and impact Research in Management Learning and Education Unconference

Wall T, Hindley A, Foster S, Cronshaw S, Jariwala J. Co-creating ‘Decent Work’ Through Appreciative Inquiry Methodologies and Tools Academy of Management Teaching & Learning Conference Author Url

Wall T, Hindley A, Foster S, Cronshaw S, Jariwala J. Reimagining decent work through engaged scholarship: dynamics and boundaries of inclusive relationality BAM Conference Proceedings, British Academy of Management 2022 Author Url Public Url

Cronshaw S, Drummond M. Digital pedagogies for sustainable futures: the role of gamification to enhance student learning European Symposium on Sustainability in Business Education, Research and Practice DOI

Drummond M, Cronshaw S. Student engagement through games – the future for sustainable education Learning, Teaching and Student Experience (LTSE) 2023

Books (edited)

2017. Postgraduate Study in the UK: Surviving and Succeeding McMaster C, Murphy C, Cronshaw S, Codiroli McMaster N. Libris 978-1911450030

Internet publication

Cronshaw S. The challenges of using netnography and qualitative questionnaires to explore the role of digital-physical activity and consumer well being during the UK COVID-19 lockdown. SAGE.

Other Professional Activity:

Journal reviwer, Australian Feminist Studies. 2025

Journal reviewer, Journal of Marketing Management. 2024

Journal reviewer, Studies in Continuing Education. 2024

Journal reviewer, Studies in Graduate and Postdoctoral Education. 2024

Journal Reviewer, Higher Education Quarterly. 2023

Journal Reviewer, Innovations in Education and Teaching International. 2023

Invited by University of Bedfordshire to deliver a webinar on Netnography to promote the digital transformation of education using social media to enhance the student experience. 2022

Journal Reviewer, International Journal of Mental Health Promotion. 2022

Journal Reviewer, Journal of Consumer Affairs. 2021

REF reviewer for De Montfort Business School. 2020

Journal Reviewer, Journal of Creating Value. 2020

I am one of 5 officials, running the LJMU Women Academics Network..

Invited to review the De Montfort University Business School REF submission.

Reviewer for Higher Education Quarterly Journal.

Reviewer for Innovations in Education and Teaching International.

Reviewer for International Journal of Mental Health Promotion.

Reviewer for International Journal of Organisational Analysis.

Reviewer for Quality in Postgraduate Research Conference.

Reviewer for The Journal of Consumer Affairs.

Reviewer for The Journal of Creating Value.

Reviewer for the Society for Research into Higher Education Conference.

Award:

CABS, CIM, BAM, Longlist for Management Publication of the Year 2024, https://charteredabs.org/insights/news/the-management-publication-of-the-year-2024-longlist-announced. 2024

European Symposium for Sustainability in Business Education, Research and Practice, Best Paper for "The use of digital learning and gamification in business education for sustainability learning", https://www.ljmu.ac.uk/about-us/news/articles/2023/3/8/business-schools-leads-sustainability-teaching-innovation-and-research?utm_campaign=2305460_Staff%20Newsletter%2016%20March%202023&utm_medium=dotmailer&utm_source=email%20marketing&dm_i=2SCX,1DEWK,4P9IT6,5DVII,1. 2023

Faculty of Business and Law, Teaching and Learning award. 2021

Editorial boards:

Editor - for special issue, Human Resource Development International. 2024

Associate Editor, International Journal of Organisational Analysis. 2017

External collaboration:

Invited to assess Business students entrepreneur projects alongside industry experts, Manchester Metropolitan University. 2023

Conference presentation:

Oral presentation, Banff, Canada, Research in Management Learning and Education, Digital pedagogies in management education: beyond enjoyment and employment, towards social value and impact. 2023

Oral presentation, Portsmouth, Colloquium on European research in Retailing, More than clicks and bricks: Consumer oriented value through phygitalisation. 2023

Oral presentation, Cardiff, Chartered Association of Business Schools LTSE, Student engagement through games – the future for sustainable education. 2023

Oral presentation, Liverpool, European Symposium on Sustainability in Business Education, Research and Practices, Digital pedagogies for sustainable futures: the role of gamification to enhance student learning. 2023

Workshop, hybrid/Manchester, BAM Annual Conference 2022, Reimagining decent work through engaged scholarship: dynamics and boundaries of inclusive relationality. 2022

Workshop, Hybrid (online/Seattle), Academy of Management 2022, Co-creating ‘Decent Work’ Through Appreciative Inquiry Methodologies and Tools. 2022

Oral presentation, Online, Society for Research in Higher Education (SRHE) Conference 2021, Mothers undertaking part-time doctoral study: Challenges and Implications. 2021

Oral presentation, Online, UK Council for Graduate Education. 2nd International Conference on the Mental Health & Wellbeing of Postgraduate Researchers, Outside Looking In: Marginalisation of working student mothers in Higher Education and the impact on their well-being.. 2021

Oral presentation, Australia, Quality in Postgraduate Research, On the periphery: the experience of part-time PhD students who are also working mothers and the role of online Communities of Practice.. 2018

Oral presentation, Chester, Business, Enterprise and lifelong learning, Postgraduate Education as a means of re-affirming identity in Women. 2015

Poster presentation, Chester, Diversity and difference, Female doctoral students: Identity conflict and self-categorization.. 2014

Oral presentation, Liverpool, The Diva. Run by the University of Liverpool, The relevance of the Diva to today’s young women. 2011

Oral presentation, Liverpool, Theorising the Popular, The influence of social media on young women’s perceptions of beauty. 2011

Research Grants Awarded:

Duration of research project: 18 months, Grant value (£): 1,700, LJMU, Madeline Stevens, Tony Wall, Patricia Joliffe, Helen Collins, An investigation into the organisational support preferences for parents and carers of children with Type 1 Diabetes Mellitus. 2023

Duration of research project: 2 years, Grant value (£): 2,500, LJMU, Scott Foster, The impact of transition on the well-being of early-stage International doctoral students: Are they being supported?. 2022

Duration of research project: 18 months, Grant value (£): 10,000, Quality Assurance Agency, Coventry Uni, Birmingham City Uni, De Montfort, MMU, Northumbria, Uni of East London, Uni of Greenwich, Uni of Huddersfield, Student Engagement Guidelines: Learning from innovative practices introduced in response to COVID-19 A collaboration of 10 UK modern universities. 2021

Duration of research project: 24 months, Grant value (£): 155,000, Innovate UK, Tony Wall, Marcus Hansen, Jan Brown, Enbarr Management Knowledge Transfer Partnership,. 2021

External PGR examinations performed:

DBA, University of Chester, The Function and Dynamics of Interpersonal Trust within Workplace Learning in High Pressure Context. 2022

DBA, De Montfort University, CREATING THE CONDITIONS FOR PROJECT PORTFOLIO SUCCESS IN A VOLATILE, UNCERTAIN, COMPLEX, AND AMBIGUOUS (VUCA) WORLD: CASE STUDY OF A UK GOVERNMENT DEPARTMENT. 2022

Professional Doctorate, University of Chester, Investigating Ambidexterity of SMEs in the Defence and Security Industry. 2021

Professional Doctorate, University of Chester, Tussles with ambidexterity. The case of managers of health professional education. 2019

Conference organisation:

Co-organiser, British Academy of Management Research Methodologies Symposium. 2022

Co-organiser and chair, UFHRD: Making a Contribution in a Practice Field: Action Learning in a Changing World.. 2021

Co-host and organiser. I organised this annual International conference, Theorising the Popular. 2016

Co-host and organiser. I organised this annual International conference, Theorising the popular at Liverpool Hope University. 2015

Co-host and organiser. I organised this annual International conference, Theorising the Popular at Liverpool Hope University. 2014

Co-host and organiser. I organised this annual International conference, Theorising the Popular. Based at Liverpool Hope University. 2013

External committees:

Chartered Association of Business Schools, Board member, Chartered Association of Business Schools CPD Board. 2022

Membership of professional bodies:

Chartered Association of Business Schools, CMBE Certified Management and Business Educator. 2020

Higher Education Academy, Fellow of the Higher Education Academy. 2007

Teaching qualification:

P.G.C.L.T.H.E. 2006

Media Coverage:

BBC Radio Merseyside, I was on the Breakfast show once a month for 7 years, covering the key new stories of the day in a debate with the show host. In addition I spoke about my research on numerous occasions.

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