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Decision Making Research Group

Who are we?

The group primarily focuses on the disciplines of analytics, operations and supply chain and marketing. Comprising of forty-six colleagues dynamically (a large section being international), Decision Making represents a vibrant academic community engaged in excellent and impactful research, and wide-ranging business interface through knowledge exchange (KE) activities. Our interests cover the areas of: business analytics, data driven decision making and AI; consumer behaviour; branding and digital insights; marketing communications; supply chain management (including strategy, structure and relationships, resilience and risk, behavioural aspects, sustainability, and postponement); supply chain digitalisation; operations excellence, Industry 4.0, logistics, and quality.

Why collaborate with our Group?

The Group aspires to be an inclusive high performing research group with national and global impactful research excellence. Our ambition is driven by the needs of manufacturing, service and public sectors seeking responses to changes in the environment and organisational improvement in which they operate. We conduct world-class interdisciplinary research that helps organisations across regional and international contexts and meet the needs of their stakeholders.

The university has set a vision that embeds research in education and knowledge exchange to drive academic excellence, creates global reputation; and publishes world-class research in key areas of strength, with strong disciplines underpinning increased multidisciplinary collaboration and impact. This entails that impactful research should drive excellence in all university-wide activities and make a positive difference to the outside world. The Decision-Making: Analytics, Operations and Marketing Research Group plays an active role in supporting this vision by bringing together colleagues through community-building initiatives and creating a thriving research environment that promotes continuous research dialogue, exchange of ideas, and a collaborative learning environment where colleagues can complement each other by providing mutually beneficial research skill-set.

For further information about the Centre, please contact us via cdsce@northumbria.ac.uk.


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