Nottingham University Business School
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Dr Andrew Greenman

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BA (Hons) (Lancaster University), MSc (Nottingham Trent), Associate Teaching Programme (Nottingham), PhD (University of Nottingham)
Assistant Professor in Entrepreneurship and Small Business

Division: Haydn Green Institute for Innovation and Entrepreneurship
Centre/Institute: The Haydn Green Institute for Innovation and Entrepreneurship
Tel: +44 (0) 115 9515266
Location: B25 (South Building, Jubilee Campus)

I completed a doctorate at Nottingham University Business School funded by a competitive ESRC bursary. I have worked at NUBS since 2008 in the Haydn-Green Institute where I teach entrepreneurship. I have also worked as a Research Associate at Kingston University completing research into entrepreneurship education for the National Endowment for Science, Technology and Arts (NESTA). Prior to academia I founded a music consultancy which supplied original compositions for advertising, film and TV. Clients included Mercedes and Heineken. I also worked as a Senior Analyst for a Boston based IT and Telecoms consultancy called The Yankee Group. During this period I managed the successful introduction of new research products to the European market and conducted consultancy on the future of Internet and digital media technologies for telecommunication providers, the investment community, media conglomerates and national regulatory agencies.

Areas of Expertise
My research draws from anthropological, historical and sociological methods to understand contemporary expressions of value creation, primarily those involving entrepreneurial activities. I have recently examined the practices owner-founders of design firms used to account for cultural entrepreneurship in the creative industries. In future this work will be developed by exploring how people orientate their creative action towards entrepreneurship in the cultural industries. I am also engaging in understanding how business concepts are legitimised in the digital economy. In particular, how ubiquitous computing infrastructure may be used to yield both economic and social value. I am also interested in how design thinking might contribute to the future of entrepreneurship education and have an ongoing commitment to applying ethnography to understand contemporary management and business issues.

Administrative Roles
ESRC DTC Pathway Co-ordinator (Management)

School Committee Memberships
Library Committee
Andrew is module convenor of the following modules:


Leading Entrepreneurial Growth (BUSI4457)

Details of all modules can be found on MyNottingham

Small firm growth; management and leadership development; learning; ethnography; sustainable organizing;

Andrew is currently supervising the following Research Students:

Victor Chukwuemeka Udeozor

Older Publications

Older Publications

Journal Articles

Greenman, A. (2013), "Everyday entrepreneurial action and cultural embeddedness: an institutional logics perspective", Entrepreneurship and Regional Development, Vol.25 (7-8), pp. 631-653, DOI: 10.1080/08985626.2013.829873 DOI:10.1080/08985626.2013.829873.

Greenman, A. (2012), "Entrepreneurial activities and occupational boundary work during venture creatiion and development in the cultural industries", International Small Business Journal, Vol.30 (2), pp. 115-137.

Greenman, A. (2008), "Brand new talk: contructing fashionability in a consulting trend", International Studies of Management and Organization, Vol.38(2), pp.44-70.

Reports for external body

Greenman, A. 2010, "Enhancing Entrepreneurial Creativity through Prototyping a Digital Tool Designed to Facilitate Critical Reflective Learning", in E-Portfolios, Centre for Integrated Learning. London: University of Nottingham..

Chell, R.; Athayde, R.; Greenman, A. 2008, "The identification and measurement of innovation characteristics of young people", in London: NESTA.


Greenman, A. 2012, "A Pragmatist Inspired Ethnography of the Emergence and Development of Micro Enterprise.", at British Academy of Management, Cardiff..

Greenman, A. 2012, "Designing Disruptive Business Models to Transform the Digital Economy.", at British Academy of Management, Cardiff..

Greenman, A. 2012, "Localizing Institutional Logics and Variation in Micro and Small Enterprises", in NORDIC CONFERENCE ON SMALL BUSINESS RESEARCH. HELSINKI, FINLAND MAY 23 - 25,.

Greenman, A. 2010, "Encouraging Imagination by Embedding Design Practices in Entrepreneurial Learning Activities", at British Academy of Management Conference, Sheffield.

Greenman, A. 2010, "Accounting for a Point of View on a Plurality of Points of View on the Management of Uncertainty in Cultural Work", at Work Employment and Society Conference, Brighton..

Greenman, A. 2009, "A Ethnographic Study of Cultural Entrepreneurship: Design Reflexivity in Action", at British Academy of Management Conference, Brighton.

Greenman, A. 2006, "The dynamics of attected place: how extended embodied horizons and relational governance interrelate", at Performing Places: Madia and Embodiment in the Urban Environment, Conference held in Helsinki, Finland, 7-9 November 2006.

Recent Publications

Journal Articles

De Avillez, M.; Greenman, A and Marlow, S.,, (2019), "Ethical Judgments about Social Entrepreneurship in sub-Saharan Africa: The Influence of Spatio-Cultural Meanings\"", Journal of Business Ethics, forthcoming 2019.

Ratzinger, D. Amess, K. Greenman, A. Mosey, S. (2018), "The impact of digital start-up founders' higher education on reaching equity investment milestones", Journal of Technology Transfer, Vol.43(3), 760-778.

Mosey, S.; Guerreo, M.; Greenman, A. (2016), "Technology entrepreneurship research opportunities: insights from across Europe", Journal of Technology Transfer, Vol.42 (1), pp. 1-9, DOI 10.1007/s10961-015-9462-3.


Greenman, A; Holstein, J, 2018, "Preparing Entrepreneurs for Growth using Dialogic Space within Business Schools", in Organizational Learning, Knowledge and Capabilities, Liverpool, April 25-27th..

Greenman, A; Holstein, J; Marlow, S. 2018, "Future dialogue and projective entrepreneurial storytelling", in Academy of Management Proceedings.

Greenman, A, 2017, "Identity work and future making: Understanding temporal polyphony in action", EGOS, forthcoming 2017.

Greenman, A and Holstein, J, 2016, "Enmeshing SME owners in strategy work through inter-organizational collaboration", EGOS, forthcoming 2016.

Greenman, A. 2016, "Encouraging sustainable organizing through free air learning", at St Andrews, Scotland, Organizational Learning, Knowledge and Capabilities.

Holstein, J.C. A., Greenman, A. 2016, "Strategizing as an open process - breaking the boundaries: a study of a university sponsored growth programme for small and medium sized enterprises", in British Academy of Management 29th Annual Conference Thriving in Turbulent Times. Newcastle University. 6-8th September.

Greenman, A.; Holstein, J. C. A. 2015, "Encouraging SME Growth Through Co-Design: Using Dialogic Encounters to Develop Relational Leadership", in Institute for Small Business and Enterprise Conference, Glasgow, ISBE.

Hoyte, C.; Greenman, A. 2015, "Fragility and Projectivity: How Higher Education Institutions (HEIs) Affect Future-Oriented Sensemaking of New Venture Ideas", at 8th International Conference for Entrepreneurship, Innovation and Regional Development , June 18-19th June, Sheffield.

Ratzinger, D.; Amess, K.; Greenman, A.; Mosey, S. 2015, "The impact of higher education on the probabilities of reaching equity investment milestones for Internet start-up", in Technology Transfer Annual Conference, Dublin.



Nottingham University Business School

Jubilee Campus

telephone: +44 (0) 115 846 6602