Dr Ronald Bradfield

Director S B S In The Gulf

Management Science

Personal statement

After completing my MBA at Strathclyde, I joined the Business School in 1992 intially as a Research Fellow and then as a Lecturer; prior to joining Strathclyde I worked in the UK, Canada and the USA in senior managment positions in MNCs.

I currently live in Abu Dhabi in the UAE, and manage the Business School's postgraduate programmes in the international centres in Abu Dhabi, Dubai, Oman and Bahrain; previous to relocating to the UAE I lived in Shanghai for 4 years and Singapore for 6 years, managing the Strathclyde programmes in S.E. Asia. Alongside my administrative responsibilities I also teach on the MBA programme, predominantly on the 'Strategy' module.

My research focus and interest is in the general area of strategy and scenario planning/thinking, in particular, the scenario development process and the cognitive processes, heuristics and biases which affect our thinking. I am also an experienced practitioner in scenario techniques, having undertaken a diverse range of scenario consultancy assignments in a wide range of countries with an array of public and private sector bodies and non-governmental agencies, including the World Bank and the World Economic Forum. 

 

Publications

The future as "business unusual" : a call for scenario planning
Bradfield Ronald
The Banking Sector in Oman (2017) (2017)
The critical role of history in scenario thinking : augmenting causal analysis within the intuitive logics scenario development methodology
Bradfield Ronald, Derbyshire James, Wright George
Futures Vol 77, pp. 56-66 (2016)
https://doi.org/10.1016/j.futures.2016.02.002
Teaching scenario analysis : an action learning pedagogy
Bradfield Ron, Cairns George, Wright George
Technological Forecasting and Social Change Vol 100, pp. 44-52 (2015)
https://doi.org/10.1016/j.techfore.2015.05.005
Does the intuitive logics method – and its recent enhancements – produce “effective” scenarios?
Wright George, Bradfield Ronald, Cairns George
Technological Forecasting and Social Change Vol 80, pp. 631-642 (2013)
https://doi.org/10.1016/j.techfore.2012.09.003
Scenario methodology: New developments in theory and practise : introduction to the special issue
Wright George, Cairns George, Bradfield Ronald
Technological Forecasting and Social Change Vol 80, pp. 561–565 (2013)
https://doi.org/10.1016/j.techfore.2012.11.011
Four scenarios for the future of the pharmaceutical industry
Bradfield Ron M, El-Sayed Hany
Technology Analysis and Strategic Management Vol 21, pp. 195-212 (2009)
https://doi.org/10.1080/09537320802625280

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Projects

Scenario Planning, Thinking and Cognitive Biases
Crawford, Megan Michelle (Principal Investigator) Wright, George (Academic) Bradfield, Ronald (Academic)
Mapping the cognitive processes of futures-oriented decision making with a focus on best-practice efforts. The body of this work includes human-based experimentation, using A/B testing methods on framing effects. The intuitive logics (IL) school of Scenario Planning is the main focus on my investigations. The IL method is divided into separate, yet complimenting stages of Scenario Planning. The cognitive mapping that corresponds with the IL method includes creative, causal, likelihood, and role (playing) thinking.
01-Jan-2014 - 31-Jan-2019

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