Professor William Green

Professor William Green

Department of Management
Professor of Entrepreneurship and Innovation Management
Head of Entrepreneurship, Leadership, and Innovation Group. Birmingham Business School Impact Lead

Contact details

Birmingham Business School
University of Birmingham
B15 2TT

Will joined Birmingham Business School, Department of Management in July 2022 and is Head of the Entrepreneurship, Leadership and Innovation Group. He is also the Birmingham Business School Impact Lead. 

Will researches design, technology and innovation, human factors, and the role of new technology in the interface between people, technology, and their environment. This research has been published widely in leading journals and funded by the major funders including Innovate UK, ESRC, Marie Curie, NHS England, and the Wellcome Trust. Much of this funding has been for collaborative projects in conjunction with public, private and third sector organisations in the health and creative industries.

His research on innovation and SME technology development in the market research industry and human error in the NHS has led to three REF impact cases submitted to the Research Excellence Frameworks in 2014 and 2021. 

Prior to joining Birmingham, he was Professor of Technology and Innovation at the University of Leicester School of Business. Will was also the Deputy Dean of Research for the College of Social Sciences, Arts and Humanities where he focused on Research Impact and Knowledge Exchange across ten departments. In this role he supported the development of REF2021 impact cases across nine units of assessment and was a member of University Research and Enterprise Committees. 

Will has also worked in industry. He worked at Philips Research in the Netherlands, as a Marie Skłodowska-Curie Post-Doctoral Research Fellow studying social intelligence within healthcare technology, for Vodafone Global Marketing as a Senior Design Researcher in the UX Strategic Design Team, and within IBM Research as a UX researcher. 


  • PhD (Ergonomics and Human Factors), Loughborough University
  • BSc (Ergonomics), Loughborough University
  • Post Graduate Certificate in Teaching and Learning, University of Leicester.
  • Member of Chartered Institute of Ergonomics and Human Factors.


Management Education and Learning B – module leader

Postgraduate supervision

Will has supervised eight doctoral students to completion in the related fields of technology and innovation management and entrepreneurship.


  • Innovation
  • Human Factors
  • Technology design, development, adoption, and diffusion


Cluley, R., & Green, W. (2024). Responsible Technology in Marketing: Theory, Adoption, Practice. In M Saren, LM Hassan, M McGowan, NC Smith, E Surman & R Varman (ed.), Responsible Marketing for Well-being and Society: A Research Companion. 1st ed, Routledge Research Companions in Business and Economics, Routledge: London, pp. 175-192.

Price, C., Suhomlinova, O., & Green, W. (2024). Researching big IT in the UK National Health Service: A systematic review of theory-based studies. International Journal of Medical Informatics, 105395. 

Gasparin, M., Quinn, M., Williams, M., Saren, M., Lilley, S., Green, W., ... & Zalawiesciz, J. (2024). Reorganizing public value for city life in the Anthropocene. Organization. 

Cluley, R., & Green, W. (2024). Responsible Technology in Marketing: Theory, Adoption, Practice. In Responsible Marketing for Well-being and Society: A Research Companion. Routledge.

Gasparin, M., Green, W., & Schinckus, C. (2022). Shaping success through creative failure: A historical sensemaking analysis of the computerisation of the UK financial market. Business History, 64(1), 134-155.

Gasparin, M., Green, W., Lilley, S., Quinn, M., Saren, M., & Schinckus, C. (2021). Business as unusual: A business model for social innovation. Journal of Business Research125, 698-709.

Green, W., Shahzad, M. W., Wood, S., Martinez Martinez, M., Baines, A., Navid, A., ... & Patel, R. (2020). Improving junior doctor medicine prescribing and patient safety: An intervention using personalised, structured, video‐enhanced feedback and deliberate practice. British Journal of Clinical Pharmacology86(11), 2234-2246.

Cluley, R., Green, W., & Owen, R. (2020). The changing role of the marketing researcher in the age of digital technology: Practitioner perspectives on the digitization of marketing research. International Journal of Market Research, 62(1), 27-42.

Gasparin, M., Brown, S. D., Green, W., Hugill, A., Lilley, S., Quinn, M., ... & Zalasiewicz, J. (2020). The business school in the Anthropocene: Parasite logic and pataphysical reasoning for a working earth. Academy of Management Learning & Education19(3), 385-405.

Green, W., Cluley, R., & Gasparin, M. (2020). Mobile Market Research Applications as a New Voice of Customer Method: Implications for Innovation and Design Management. Research-Technology Management, 63(1), 49-55.

Gasparin, M., Green, W., & Schinckus, C. (2020). Slow design‐driven innovation: A response to our future in the Anthropocene epoch. Creativity and Innovation Management29(4), 551-565.

Price C, Green W & Suhomlinova O. (2019). Twenty-five years of national health IT: Exploring strategy, structure and systems in the English NHS. Journal of the American Medical Informatics Association. Mar 1; 26(3), 188-197.