Dr Gordon Fletcher

Salford Business School

Photo of Dr Gordon Fletcher

Contact Details

Maxwell Building,
The Crescent,
University of Salford, M5 4WT

Current positions

Associate Dean: Research and Innovation


Gordon Fletcher is Associate Dean: Research and Innovation at Salford Business School. In this role, Gordon leads the development of the School's research presence and profile as well as guiding bidding activities, staff development and impact activities.

Gordon’s research focuses on specific examples and experiences of digital business, culture and practice. He has published work around conflict within online finance communities, economies within virtual game world and the practices of online grieving and mourning. Other work includes the use of science fiction prototyping in the development of business visions and the delivery of executive courses around Digital Transformation and Innovation. Gordon is an editor of Digital and Social Media Marketing: A Results Driven Approach (Routledge 3rd ed due 2024), Strategic Digital Transformation (Routledge 2nd ed due 2024) and co-author of Creating an Effective Digital Presence (Routledge 2020) and co-created many of the models that underpin the core philosophy of these books. Most recently Gordon has published the open access monograph, Management and Visualisation: Seeing beyond the strategic.

Gordon has taught a variety of subjects since 2002 including Java and PHP programming, systems design as well as digital transformation both generally and specifically within the sports environment. These subjects have necessitated developing a hands-on and interactive approach to pedagogic practice.

Areas of Research

digital transformation, strategy, visualisation, digital culture, critical software studies, programming, future studies

Areas of Supervision

Digital transformation, the social, economic and cultural impact of digital transformation, the use of technology-based solutions in micros and SMEs, innovation across all the technology readiness levels including ideation processes, future studies including the role of generative AI and other applications of AI technologies.


programming, digital transformation, information systems

Qualifications and Recognitions

  • PhD

    1995 - 2006