Professor William Green

Professor in Technology and Innovation and Deputy Dean of Research (Impact and Knowledge Exchange), College of Social Sciences, Arts, and Humanities

School/Department: School of Business (Innovation)

Telephone: +44 (0)116 223 1233



I am Deputy Dean of Research for the College of Social Sciences, Arts and Humanities (CSSAH), focusing on Research Impact and Knowledge Exchange. In this role I supported the development of impact cases for REF2021 from 2015 onwards across all units of assessment in CSSAH.

Within the School of Business, I was previously Associate Dean for Research and Associate Dean for Enterprise and External Relations. I completed the Advanced Strategic Leadership Programme delivered by Leadership Foundation (2019) and the Development Programme for Directors of Research delivered by BAM & CABS (2019).

Prior to joining Leicester, I worked as the Senior Design Researcher within Vodafone Global Marketing in the UX Strategic Design Team. I worked at Philips Research in the Netherlands, where I was a Marie SkÅ‚odowska-Curie Post-Doctoral Research Fellow studying social intelligence within healthcare technology. My PhD was awarded in Human Factors and Ergonomics studying human centred design practice in the development of ubiquitous computing technology. Prior to my PhD, I read Ergonomics at Loughborough University, worked as a usability/UX researcher and consultant at IBM Research and as a Research Associate within the Centre for the Integrated Home Environment. 

I was previously a Trustee for Pedestrian, a creative education charity providing opportunities to young people.


I research design, technology and innovation, human factors, and the role of new technology in the interface between people, technology, and their environment. Since joining the University of Leicester I have been awarded over £1.5M of funding to support this research from Innovate UK, ESRC, NHS England, Welcome Trust, Marie Curie amongst others. The majority of this funding has been for collaborative projects in conjunction with public, private and third sector organisations in the health and creative industries.

I am a highly impactful researcher. The University of Leicester have submitted three impact cases that I have led for the Research Excellence Frameworks in 2014 and 2021. These have been focused on three areas: human centred design; market research and human error in healthcare.

My disciplinary background stems from Human factors and Ergonomics and the study of the socio-technical within work and consumer systems. I therefore take a holistic, interdisciplinary approach focusing on the needs of the human in the interaction between people, technology and their environment. 




Example publications:

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 Research, 125, 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, video‬źenhanced feedback and deliberate practice. British Journal of Clinical Pharmacology, 86(11), 2234-2246.

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., 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 & Education, 19(3), 385-405.

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., Green, W., & Schinckus, C. (2019). Shaping success through creative failure: A historical sensemaking analysis of the computerisation of the UK financial market. Business History, 1-22.

Wake, M., & Green, W. (2019). Relationship between employee engagement scores and service quality ratings: analysis of the National Health Service staff survey across 97 acute NHS Trusts in England and concurrent Care Quality Commission outcomes (2012-2016). BMJ open, 9(7), e026472.

Cluley, R., & Green, W. (2019). Social representations of marketing work: advertising workers and social media. European Journal of Marketing. 53(5), 830-847.

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, 26(3), 188-197.

Patsiaouras, G., Veneti, A., & Green, W. (2018). Marketing, art and voices of dissent: Promotional methods of protest art by the 2014 Hong Kong’s Umbrella Movement. Marketing Theory, 18(1), 75-100.

Green, W., & Cluley, R. (2014). The field of radical innovation: Making sense of organizational cultures and radical innovation. Industrial Marketing Management, 43(8), 1343-1350.



I have supervised five doctoral students to complete in the area of technology and innovation and the related subjects. My current students all work within related areas focused on the technology lifecycle. 


I am a Fellow of the Higher Education Academy. I have led, taught and developed a number of modules and programmes at UG, PG, MBA and doctoral level. This includes, Managing Knowledge in Organisations, Operations Management, and Critical Management in Practice on the BA Management Studies, and Knowledge Management on the MSc and MBA programmes. In the Medical School I have taught Human Factors and Patient Safety on the MSc Patient Safety and QI. I have been module leader for the postgraduate distance learning electives: Innovation for Managers, Knowledge Management, TQM and Project Management for IT. I have also conducted distance learning faculty visits and lectures in Dubai, Ghana, Hong Kong, Jamaica, Nigeria, Thailand, UAE, USA and Vietnam.

Press and media

I am happy to be contacted to discuss topics in relation to my research focus.


I am a member of the CIEHF BAM and the Association of Computing Machinery: SIGCHI. I regularly review for a wide range of journals in these and related fields.
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