Dr Joachim Timlon

Dr Joachim Timlon

The Department of Strategy and International Business
Assistant Professor of Strategy and International Business

Contact details

Department of Strategy & International Business
Birmingham Business School
University House
Edgbaston, Birmingham
B15 2TY

Dr Joachim Timlon is an Assistant Professor of Strategy and International Business within the Department of Strategy and International Business (SIB) at Birmingham Business School, University of Birmingham. 

He obtained his Ph.D. and Ph. Lic. from School of Economics in Gothenburg, Sweden and is a Fellowship in Higher Education Academy (HEA). At SIB he has served as Seminar (Teaching) Lead, leading the organization and implementation of Departmental seminars with focus on the teaching element of the Department; Web Lead, leading and coordinating the update of the department's webpages in preparation for the quality assessment of research in UK higher education institutions, the Research Excellence Framework (REF); and Programme Director for the M.Sc. Advanced Engineering Management Programme (AEMP), a high quality, distinctive and flexible course delivered jointly by Birmingham Business School (BBS) and the College of Engineering and Physical Sciences (EPS).

At SIB he teaches strategy, innovation and international business-related subjects. He has extensive international teaching experience as an official visiting scholar at fourteen higher education institutions in Europe, Middle East, India, China, South- and North America, including College of Fashion, University of the Arts, London and University of Hawaii at Manoa, Shidler College of Business, Honolulu.

His research is in the intersection of strategy, organization and innovation in an increasingly digitalized world. His most current research examines organizational design for when AI can make decisions and when decision-making authority cannot be delegated to intelligent machines but merely used as decision support in the healthcare industry.

He also writes pedagogic teaching cases (peer reviewed and AACSB accredited) that target M.B.A. and Executive students, used as a teaching tool to show the application of Innovation Strategy concepts in industries, such as, automotive, pharmaceutical, fashion and haute couture. A special interest is novelty seeking - the tendency to explore novel and unfamiliar things - linked to personality traits of openness to experience, which may lead to greater creative and innovation performance.

Before Joachim became an academic, he was a management consultant, manager and engaged in a start-up company.


Doctor of Philosophy (Ph.D.),Gothenburg School of Economics, Department of Business Administration, Gothenburg, Sweden, 2005

Licentiate of Philosophy (Licentiate), Gothenburg School of Economics, Department of Business Administration, Gothenburg, Sweden, 1997

Master of Social Sciences (M.Sc.), Uppsala University, Department of International Business, Uppsala, Sweden, 1994.

Bachelor (BA), Lund University, Department of Business Administration, Lund, Sweden, 1992


Joachim is a Swedish national with experience from various academic positions, broad knowledge of program management principles and a strategic mindset to lead and develop educational programs. He has taught on Bachelor, Master, M.B.A. and Executive levels at higher education institutions in Europe, Middle East, India, China, South- and North America. He has been an official visiting scholar at fourteen educational institutions (some of the them repeatedly) in nine different countries. His background is in the industry as a management consultant in Strategy and Operations practices with direct experience from a variety of industries, and manager at IKEA Retailing in Rome, Italy. He has international work and living experience from seven countries, is fluent in English, German and Italian, basic knowledge of French and Spanish with Swedish mother tough. At the heart of his works resides an aspiration to contribute to a world we want to live in.


Joachim has more than 8000 hours of teaching experience from Bachelor, Master, M.B.A. and Executive levels at higher education institutions in nine different countries in Europe, Middle East, India, China, South- and North America. He has taught marketing (B2B and B2C), sales and export management, strategy (corporate, business and functional) strategic management, sustainability, entrepreneurship, human resource management, international business, cross-culture management. His everyday teaching activities are guided and supported by his pedagogic philosophy, which emulates from the pioneering works of Malcom Knowles on adult learning (Knowles, 1973). This approach is used to develop effective learning environments and approaches to student support and guidance. His teaching role focuses on being a cognitive coach, highlighting the facilitative nature of the educator-student relationship (Biddulph & Osborne, 1984). To meet students’ learning needs, as a mental coach, he uses student centered, collaborative and interactive teaching strategies (Lea et al., 2003; Cooper et al., 1994; Bruffee, 1993).

During the years he has had many opportunities to design, plan and modify learning activities and programs of study for different cohorts of students in the role of program director and module leaders. He incorporates subject and pedagogic research (such as his own) within his professional practice as a teacher to support learning. Recently he was awarded a Fellowship at Higher Education Futures Institutes (HEFi): an academic qualification taken in England that demonstrates a personal and institutional commitment to professionalism in learning and teaching in higher education.


His research is in the intersection of strategy, innovation, digitalization and people in a global context. He is interested in how organizations and individuals in them respond to change in relation to strategies and competitive advantage. In particular he focuses on how new technology (such as artificial intelligence), organizational culture, mind-sets and personality traits (such as novelty seeking) may lead to greater creativity and innovative performance to cope with change in global industries. He uses an interdisciplinary approach, which is needed to analyse, evaluate and improve dynamic processes of embedded and embedding innovative responses. His research is evidence-based with focus on understanding, critically analyzing and improving sustainable implementation, addressing different national and organizational contexts by identifying generalisable aspects and mechanisms of the way such innovations are adopted, adapted and embedded across different contexts. His research is applied in industries, such as Automotive (Ford, Honda and EV), Health Care (Smart Hospitals), French Haute Couture (Guo Pei, Iris van Herpen) and Luxury (Stella McCartney, Tiffany & Co, Van Cleef & Arpels).

’Innovation Strategies to Control and Grow a Global Market Niche - A Case of China's Design Queen Guo Pei in the French Haute Couture Industry’ has been accepted to be published by SAGE Business Cases in June 2020 with clips from the interview when he was filmed by SAGE last year. In progress are another 9 teaching cases on Innovation Strategies in a Global Context that span different industries, from the very high-end haute couture to the deprived and poor at the base of the pyramid.