Dr Sue Cronshaw

Liverpool Business School

Before moving into academia I worked as a marketing professional in the media for 10 years, specifically in the field of brand management. As a senior lecturer in Marketing, my research interests include the female consumer experience, consumer tribes/online communities, digital health and organizational ambidexterity. I am the Associate Editor for the International Journal of Organizational Analysis, journal reviewer for Journal of Creating Value, International Journal of Mental Health Promotion and Journal of Consumer Affairs. I am an External Examiner for Professional Doctorates at The University of Chester, a Fellow of the Higher Education Academy, a CMBE Certified Management and Business Educator and AURORA Alumni.


2016, University of Chester, United Kingdom, PhD
2006, University of Liverpool, United Kingdom, PGCLTHE
2004, Manchester Metropolitan University, United Kingdom, MA Strategic Marketing
2003, Manchester Metropolitan University, United Kingdom, Postgraduate Dilpoma in Marketing Management
1998, Chartered Institute of Marketing, UK, CIM Advanced Certificate in Marketing
1994, University of Sunderland, United Kingdom, BA (Hons) Communication Studies

Academic appointments

Lecturer in Marketing & Media, Media & Commuication, Liverpool Hope University, 2003 - 2017

Journal article

Cronshaw S, Stokes P, McCulloch A. 2022. Online Communities of Practice and doctoral study: working women with children resisting perpetual peripherality Journal of Further and Higher Education, DOI Publisher Url Public Url

Cronshaw S, Stokes P, McCullough A. 2021. Mothers doing doctorates part-time – why do we make it harder than it needs to be? Global Focus: The EFMD Business Magazine, Publisher Url Public Url

Cronshaw S. 2021. Web Workouts and consumer well-being: The role of digital-physical activity during the UK COVID-19 lockdown Journal of Consumer Affairs, DOI Author Url Publisher Url Public Url

Stokes P, Smith S, Wall T, Moore N, Rowland C, Ward T, Cronshaw S. 2019. Resilience and the (micro-)dynamics of organizational ambidexterity: implications for strategic HRM International Journal of Human Resource Management, 30 :1287-1322 DOI Author Url Publisher Url Public Url

Busby R, Cronshaw S. 2015. Political Branding: The Tea Party and Its Use of Participation Branding Journal of Political Marketing, 14 :96-110 DOI Publisher Url Public Url


Cronshaw S. 2017. Working Student Mums and the Art of Spinning Plates Postgraduate Study in the UK: Surviving and Succeeding :163-174 Libri 9781911450030

Internet publication

Cronshaw S. The challenges of using netnography and qualitative questionnaires to explore the role of digital-physical activity and consumer well being during the UK COVID-19 lockdown.

Conference presentation:

Reimagining decent work through engaged scholarship: dynamics and boundaries of inclusive relationality, BAM Annual Conference 2022, hybrid/Manchester, Workshop. 2022

Co-creating ‘Decent Work’ Through Appreciative Inquiry Methodologies and Tools, Academy of Management 2022, Hybrid (online/Seattle), Workshop. 2022

Mothers undertaking part-time doctoral study: Challenges and Implications, Society for Research in Higher Education (SRHE) Conference 2021, Online, Oral presentation. 2021

Outside Looking In: Marginalisation of working student mothers in Higher Education and the impact on their well-being., UK Council for Graduate Education. 2nd International Conference on the Mental Health & Wellbeing of Postgraduate Researchers, Online, Oral presentation. 2021

On the periphery: the experience of part-time PhD students who are also working mothers and the role of online Communities of Practice., Quality in Postgraduate Research, Australia, Oral presentation. 2018

Postgraduate Education as a means of re-affirming identity in Women, Business, Enterprise and lifelong learning, Chester, Oral presentation. 2015

Female doctoral students: Identity conflict and self-categorization., Diversity and difference, Chester, Poster presentation. 2014

The influence of social media on young women’s perceptions of beauty, Theorising the Popular, Liverpool, Oral presentation. 2011

The relevance of the Diva to today’s young women, The Diva. Run by the University of Liverpool, Liverpool, Oral presentation. 2011

External PGR examinations performed:

University of Chester, DBA, The Function and Dynamics of Interpersonal Trust within Workplace Learning in High Pressure Context. 2022


University of Chester, Professional Doctorate, Investigating Ambidexterity of SMEs in the Defence and Security Industry. 2021

University of Chester, Professional Doctorate, Tussles with ambidexterity. The case of managers of health professional education. 2019

External committees:

Chartered Association of Business Schools CPD Board, Chartered Association of Business Schools, Board member. 2022

Membership of professional bodies:

CMBE Certified Management and Business Educator, Chartered Association of Business Schools. 2020

Fellow of the Higher Education Academy, Higher Education Academy. 2007

Other Professional Activity:

REF reviewer for De Montfort Business School. 2020

Editorial boards:

International Journal of Organizational Analysis, Associate Editor. 2018

Conference organisation:

Theorising the Popular. Based at Liverpool Hope University, Co-host and organiser. I organised this annual International conference for 4 years 2013 - 2016. 2013

Teaching qualification:

P.G.C.L.T.H.E. 2006