Dr David Carrington

Marketing and Strategy Department

David Carrington Aston Business School

David has been a member of the teaching staff at Aston Business School since 2013. He has taught a range of subjects including Strategic Management, Marketing Management, Market Research, Marketing Strategy, and Retail Management. David is also the Programme Director for BSc Business and Management.

David's PhD focused on strategic cognitive consensus and cognitive shifts during crises and he has already published twice in The Leadership Quarterly as well as presenting at the British Academy of Management and Engaging Research for Business Transformation (EREBUS) conferences.

Formerly, he was a Strategic Marketing Executive whereby he helped develop and implement a successful business strategy for a medium sized UK organisation dealing with an increasingly competitive commissioning environment. This role helped embed a market-oriented culture and also included the expansion and management of the organisation’s marketing team.

Having worked in various business environments for several years he also possesses extensive experience in project and people management, market research and business consultancy.

David's research interests are in the areas of strategic cognition during crises, cognitive consensus, cognitive shifts, strategic change and the methods associated with causal cognitive mapping. He is a Fellow of the Higher Education Academy (FHEA) and a member of Beta Gamma Sigma.

Position: Teaching Fellow and Course Director of BSc Business and Management 
Tel: +44(0)121 204 4116
Room: ABS242

  • PhD in Business & Management, Aston Business School, Aston University, 2017 
  • Postgraduate Certificate in Learning and Teaching in Higher Education (Distinction), Aston University, 2015
  • MSc Marketing Management, Aston Business School, Aston University, 2010
  • BA (Hons) Media & Cultural Studies, Liverpool John Moores University, 2006
  • Teaching Fellow, Aston University (2016 - Present)
  • Teaching Assistant, Aston University (2013-16)
  • Strategic Marketing Executive, Knowledge Transfer Partnerships (2011-13)
  • Research Assistant, Aston University (2010-11)
  • Previous employers have included Lloyds TSB Registrars and Aviva (2006-09)

Currently teaching on:

  • BM3399 – Strategic Management (Undergraduate, Final Year)
  • BM2293 – Market Research (Undergraduate, 2nd Year)
  • BN2236 - Virtual Business Simulation (Undergraduate, 2nd Year)


Previously taught on:

  • BM1134 – Introduction to Marketing Management (Undergraduate, 1st Year)
  • BM3323 – Retailing Management (Undergraduate, Final Year)
  • BMM653 – Qualitative Market Research (Postgraduate)
  • BMM603 – Marketing Research (Postgraduate)
  • BMM604 & BMM690 – Marketing Strategy (MSc and MBA) Supervised 28 dissertations for our MBA and MSc programmes

My research interests are in the topic areas of: 

  • strategic cognition during crises
  • strategic cognitive consensus
  • cognitive shifts
  • strategic change.   

The key theoretical perspectives that I study include: 

  • information processing theory
  • sensemaking
  • schema theory
  • upper echelons theory        

My preferred methodological approaches are in: 

  • causal cognitive mapping
  • technique
  • case study method
  • interviews
  • mixed-methods
  • Fellow of the Higher Education Academy (Ref: PR101275)
  • Member of Beta Gamma Sigma


Journal Articles:

Carrington, D.J., Combe, I.A., & Mumford, M.D. (2018). Cognitive shifts within leader and follower teams: Where consensus develops in mental models during an organizational crisis. The Leadership Quarterly. https://doi.org/10.1016/j.leaqua.2018.12.002

Combe, I. A., & Carrington, D. J. (2015). Leaders’ sensemaking under crises: Emerging cognitive consensus over time within management teams. The Leadership Quarterly, 26, 307-322.

Conference Presentations:

Carrington, D. J., & Combe, I. A. (2012) Marketing cultural beliefs and stakeholder orientations. British Academy of Management Conference, Cardiff, United Kingdom.

Book Chapters:

Carrington, D. J., & Combe, I. A. (2013). Market oriented cognitive subcultures in a multiple stakeholder environment. In B. Clegg, J. Scully, & J. Bryson (Eds.), ESRC research capacity building clusters: summit conference 2013: 25th – 26th June 2013, Aston University. (pp. 151-169). Birmingham (UK): Aston University.