Dr Jonathan Moizer

Dr Jonathan Moizer

Associate Professor (Senior Lecturer) in Business Operations & Strategy

Plymouth Business School (Faculty of Arts, Humanities and Business)

Dr Jonathan Moizer can be contacted through arrangement with our Press Office, to speak to the media on these areas of expertise.
  • Business modelling


  • Modelling & Simulation for Social Systems (M&S3) Research Initiative Co-Lead


Professional membership

  • Senior Fellow of the Higher Education Academy
  • Fellow of the Operational Research Society

Roles on external bodies

  • Secretary of the UK Chapter of the System Dynamics Society 2012-17
  • President of the UK Chapter of the System Dynamics Society 2017-19
  • Past President of the UK Chapter of the System Dynamics Society 2019-20


  • Member of the System Dynamics Society 1993-present




Teaching interests

Using management modelling, simulations, games and gaming to promote experiential learning.



Research interests

  • System dynamics modelling of managerial problems to support learning and policy making.
  • Simulation games and their applications in education and training.

Research degrees awarded to supervised students

Nancy Deraz, ‘Examining the Impact of Applying Enterprise Resource Planning (ERP) Systems to the Suppliers’, PhD. Performance: A Case Study of the Egyptian Fast Moving Consumer Goods (FMCG)’, PhD., 2023.

Nawal Tarazi, ‘De-risking and Correspondent Banking’, DBA., 2023.

Mac-Daniel Uhuka, ‘An Evaluation of Supply Lead Time in the Nigerian Oil Sector’, PhD.
Ardam Dodokh, ‘Impact of Personal Social Media Use at Work on Workplace Outcomes in Jordan’, PhD, 2022.

Nasser Al Hamar Al Kathiri (with Yi Wang & Mohamed Haddoud) ‘Expatriates Competencies as Antecedents of Knowledge Transfer and its Impact on Staff Localisation and Firm’s Performance’, PhD, 2021.

Victor Apiafi (with Yi Wang), ‘Investigating Employment in the Nigerian Offshore Oil and Gas Industry: Is Gender a Prerequisite?’, DBA, 2021.

Zhanna Sagyndykova (with Jonathan Lean) ‘Monitoring and Evaluation of Education Reforms in Kazakhstan’, DPA, 2021.

Dmitrij Katkov, ‘Financial Literacy and Stock Market Participation’, PhD, 2021.

Jindu Chizea (with Chukwuneke Okorie & Yi Wang), ‘Downstream Automotive Supply Chain Simulation: A System Dynamics Approach to Improve Performance’, PhD., 2020.

Doaa Althalathini, ‘Invisible Women Entrepreneurs in Conflict Zones: Case of Gaza’, PhD, 2020.

Ye Zhang, ‘Antecedents and Consequences of Overshooting Product Attributes: A Case Study Approach’, PhD, 2020.

Abdulrahman Alnoaimi, ‘Strategic Management in Improving Total Quality’ in Bahrain’s Public Sector’. DPA, 2019.

Neil Smith, ‘Evaluating the Role of Secondary Money Systems in Delivering Sustainable Development Goals: a System Dynamics, Post-Keynesian, Stock-Flow Consistent Macroeconomic Model’. PhD, 2019.

Reynatou Noma Mounkaila ‘Corporate Social Responsibility, Path Dependency and Cultural Influence: An Analysis of Equitable Health Insurance Schemes for Niger’. DBA, 2018.

Kosmos Akande-Alasoka, ‘Communication Technology and Governance: The Case of Nigeria’, DPA, 2018.

David Carter, 'Time for change: a Study of Enrolment Decision Dynamics for Admission into English Secondary Education', PhD, 2018.

George Dexter, 'Corporate Governance in the Nonprofit Sector: A Grounded Theory Approach to Studying the Trustee Board', PhD, 2018.

Elaine Garcia, 'Investigating the Use of Social Networking Sites within the HE Sector for Teaching & Learning', PhD, 2017.

Juergen Steinheber, 'Diffusion Challenges for Innovation in Technology-Intensive Industries', PhD, 2015.

Hasema Hamad,'Antecedents of Business-to-business E-commerce Adoption and its Effect on Competitive Advantage in Manufacturing Small and Medium-sized Enterprises: A Comparative Study of United States of America and Egypt’, PhD, 2014.

Loay Abdul-Mageed El-Sayed, 'An Agent-based Approach for Improving the Performance of Distributed Business Processes in Maritime Port Community', PhD, 2012.

Jacqueline Rogers, ‘Multi-disciplined Individuals: Defining the Genre’, PhD, 2010.

Toni Ola, ‘Achieving Global Sustainable Development Through Community Planning’, PhD, 2010.

Grants & contracts

  • Erasmus+ Fund (2017-2019), 'Innovating Youth Work to Foster Youth Active Citizenship', €43,450 at Plymouth University (€197,925 whole project); J. Moizer Partner Level Coordinator), S. Liu, J. Lean & D. Carter (Plymouth University).
  • Leonardo TOI Fund (2012-2013), ‘Using On-line Role Play to Promote Soft Skills Development for Social Enterprises’, €90,105 at Plymouth University (€264,423 whole project); J. Moizer (Project Cordinator), J. Lean & E. Dell' Aquila (Plymouth University, UK); O. Miglino, A. Di Ferdinando & M. Schembri (UNINA, Italy); P. Walsh (CIT, Ireland); R. Friedrich (GeProS, Germany). 
  • Higher Education Academy Award (2010-2011), ‘Discipline-focused Learning Technology Enhancement Academy’. Inspiring Futures Project (£1000) to facilitate the adoption and diffusion of learning technology by academics and students. Supported by Chelo de Andrés Martínez, Hilary Duckett, Jonathan Lean & Troy Heffernan (Plymouth University, UK).
  • Teaching Fellowship Award (2004-2005) ‘The Use of Simulation & Gaming at the University of Plymouth: Opportunities & Challenges’: Funded by the University of Plymouth TFA (£4803), with Dr's J. Lean & M. Towler (Plymouth University, UK).
  • Continuing Vocational Education (1999), 'Occupational Health and Safety Project - To Investigate the Feasibility of Developing Short Course Material on Health and Safety Awareness for Small Businesses’, Funded by the Plymouth University Continuing Vocational Education Fund (£4803) with Dr J. Lean (Plymouth University, UK).



Key publications

Key publications are highlighted

Kumar M, Raut RD, Mangla SK, Moizer J & Lean J (2024) 'Big data driven supply chain innovative capability for sustainable competitive advantage in the food supply chain: Resource‐based view perspective' Business Strategy and the Environment Publisher Site , DOI Open access
Lean J, Newbery R, Moizer J, Haddoud M & Lim WM (2023) 'Developing future managers through business simulation gaming in the UK and Hong Kong: exploring the interplay between cognitive realism, decision-making and performance' Internet Research , DOI Open access
Arthur D, Moizer J & Lean J (2022) 'A systems approach to mapping UK regional innovation ecosystems for policy insight' Industry and Higher Education , DOI Open access
Lean J, Wilkins S, Moizer J & Heffernan T (2021) 'Doctoral education in business and management' The International Journal of Management Education 20, (1) , DOI Open access
Moizer J, Lean J, Dell’Aquila E, Walsh P, Keary AA, O'Byrne D, Di Ferdinando A, Miglino O, Friedrich R & Asperges R (2019) 'An approach to evaluating the user experience of serious games' Computers and Education 136, 141-151 , DOI Open access
Al-Husseini S, El Beltagi I & Moizer J (2019) 'Transformational leadership and innovation: the mediating role of knowledge sharing amongst higher education faculty' International Journal of Leadership in Education 1-24 , DOI Open access
Garcia E, Moizer J, Stephen W & Haddoud MY (2019) 'Student learning in higher education through blogging in the classroom' Computers and Education 136, 61-74 , DOI Open access
Farrar S, Moizer J, Lean J & Hyde M (2018) 'Gender, financial literacy, and preretirement planning in the UK' Journal of Women and Aging 31, (4) 319-339 , DOI Open access
Newbery R, Lean J, Moizer J & Haddoud M (2017) 'Entrepreneurial identity formation during the initial entrepreneurial experience: The influence of simulation feedback and existing identity' Journal of Business Research 85, 51-59 , DOI Open access
Moizer J, Farrar S & Hyde M (2017) 'UK state pension deferral incentives and sustainability' Applied Economics 50, (21) 2356-2368 , DOI Open access
Newbery R, Lean J & Moizer J (2016) 'Evaluating the impact of serious games: the effect of gaming on entrepreneurial intent' Information Technology and People 29, (4) 733-749 , DOI Open access
Elbeltagi I, Hamad H, Moizer J & Abou-Shouk M (2016) 'Levels of Business to Business E-Commerce Adoption and Competitive Advantage in Small and Medium-Sized Enterprises: A Comparison Study Between Egypt and the United States' Journal of Global Information Technology Management 19, (1) 6-25 , DOI Open access
Lean J, Moizer J & Warren M (2015) 'The use and impact of simulations in management education' The International Journal of Management Education 13, (3) 349-349 , DOI
Moizer J, Carter D & Liu S (2015) 'Planning robust policing futures: modelling using multimethodology' Industrial Management and Data Systems 115, (3) 462-482 Publisher Site , DOI Open access
Newbery R, Lean J & Moizer J (2015) 'Entrepreneurial Identity Formation and the Initial Enterprise Education Intervention' Academy of Management Proceedings 2015, (1) 12332-12332 , DOI
Cresswell C, Moizer J & Lean J (2014) 'The Role of Organisational Culture in the Merger of English Local Authorities into a Single Unitary Authority' Local Government Studies 40, (3) 356-379 Publisher Site , DOI Open access
Elkady G, Moizer J & Liu S (2014) 'A Decision Support Framework to Assess Grocery Retail Supply Chain Collaboration: A System Dynamics Modelling Approach' International Journal of Innovation, Management and Technology 5, (4) 232-238 Publisher Site , DOI
Lean J, Moizer J & Newberry R (2014) 'Enhancing the Impact of Online Simulations through Blended Learning: a Critical Incident Approach' Education + Training 56, (2/3) 208-218 Publisher Site , DOI Open access
O Byrne D, Lean J, Moizer J, Walsh P, Dell Aquila E & Friedrich R (2014) 'Social Enterprise in the European Union: A Review of Policy' Social & Public Policy Review 9, (1) Publisher Site
Carter D, Moizer J & Liu S (2014) 'Using Scripts for the Construction of Management Simulation Models in the Context of Multi-Agency Engagement' International Journal of Innovation, Management and Technology 5, (4) 273-279 Publisher Site , DOI
Carter D, Moizer J & Liu S (2013) 'Using groups to support judgmental parameter estimation VISCONS: ‘Eyeballing’ to capture a quantified group consensus' Expert Systems with Applications 40, (2) 715-721 Publisher Site , DOI
Liu S, Leat M, Moizer J, Megicks P & Kasturiratne D (2013) 'A decision-focused knowledge management framework to support collaborative decision making for lean supply chain management' International Journal of Production Research 51, (7) 2123-2137 Publisher Site , DOI
Liu S, Kasturiratne D & Moizer J (2012) 'A hub-and-spoke model for multi-dimensional integration of green marketing and sustainable supply chain management' Industrial Marketing Management 41, (4) 581-588 Author Site Publisher Site , DOI
Moizer JD, Hyde M & Farrar S (2012) 'Mandated Private Pensions: The Alternative to the Public Pensions Model' Journal of Comparative Social Welfare 28, (3)
Moizer JD, Hyde M & Farrar S (2012) 'The Appropriate Normative Foundations of Second Pillar Pensions' Journal of Comparative Social Welfare 28, (3)
Moizer JD, Hyde M, Barton A & Farrar S (2012) 'Should Europeans fear the Privatisation of Pensions?' Journal of Comparative Social Welfare 28, (3) 129-138
Farrar S, Moizer J & Hyde MB (2012) 'The value of incentives to defer the UK state pension' Pensions: An International Journal 17, (1) 46-62 Publisher Site , DOI
Carter D & Moizer JD (2011) 'Simulating the impact of policy on patrol policing: introducing the emergency service incident model' System Dynamics Review 27, (4) 331-357 Publisher Site , DOI
Moizer J & Tracey P (2010) 'Strategy Making in Social Enterprise: The Role of Resource Allocation and Its Effects on Organizational Sustainability' Systems Research and Behavioral Science 27, (3) 252-266 Author Site Publisher Site , DOI
Farrar S & Moizer JD (2010) 'How long might the younger-old live: A predictive model' Futures: The Journal of Policy, Planning and Future Studies 42, (3) 212-218 Publisher Site , DOI
Moizer JD & Lean J (2010) 'Towards Endemic Deployment of Educational Simulation Games: A Review of Progress and Future Recommendations' Simulation & Gaming 41, (1) 116-131 Publisher Site , DOI
Moizer JD & Towler M (2010) 'Determining R&D intensity under different market conditions' International Journal of Revenue Management 4, (1) 22-41 Publisher Site , DOI
Moizer JD, Towler M & Lean J (2009) 'An Exploration of Student Perception of a Business Simulation Game' International Journal of Management Education 7, (2) 69-79
Moizer JD, Lean J, Towler M & Abbey C (2009) 'Simulations and Games: Overcoming the Barriers to their Use in Higher Education' Active Learning in Higher Education 10, (3) 207-224
Moizer JD & Towler M (2008) 'The R&D funding decision: The need for a systematic approach' International Journal of Management and Decision Making 9, (4) 402-414 Publisher Site , DOI
Moizer JD & Towler M (2007) 'Research and development resourcing when faced with fundamental market dynamics' International Journal of Business Performance Management 9, (4) 432-452 Publisher Site , DOI
Moizer JD, Lean J & Towler M (2007) 'Using causal loop diagramming to represent the factors affecting learning for students using a business simulation game' ESIC Market 123, (2) 161-177 Publisher Site
Moizer JD, Lean J, Towler M & Smith G (2006) 'Modes of learning in the use of a computer-based business simulation game' International Journal of Learning Technology 2, (1) 49-61 Publisher Site , DOI
Lean J, Moizer JD, Towler M & Abbey C (2006) 'Simulations and games: Use and barriers in higher education' Active Learning in Higher Education 7, (3) 227-242 Publisher Site , DOI
Moizer JD, Lean J, Smith G & Towler M (2004) 'Experiences of using a business strategy simulation: Lessons for promoting effective learning' International Journal of Management Education 4, (1) 19-28 Publisher Site
Smith G & Moizer JD (2001) 'Isn’t it about time to stop messing about with case studies and start playing games?' Developing-Management (Sep. 2001)
(2021) Applied Pedagogies for Higher Education. Springer International Publishing , DOI
Moizer JD; O Byrne D (2014) S-cube Project: Training Soft Skills in Social Enterprises Using Virtual Environments for Role Play. Plymouth, UK University of Plymouth Press Publisher Site
Lean J, Moizer J, Derham C, Strachan L & Bhuiyan Z (2020) 'Real World Learning: Simulation and Gaming' in Morley DA; Jamil MG Applied Pedagogies for Higher Education Real World Learning and Innovation across the Curriculum Palgrave Macmillan 187-214 , DOI Open access
Keary A, Walsh P, O’byrne D, Moizer J, Lean J, Di Ferdinando A, Miglino O, Friedrich R, Asperges R & Thomson E (2016) 'Using Online Role-Playing Games for Entrepreneurship Training' in Rooney P; Whitton N Game-Based Learning and the Power of Play Exploring Evidence, Challenges and Future Directions Cambridge Scholars Publishing 49-81 Open access
(2013) 'Introducing Computing and Information Systems' Inspiring Students Routledge 75-84 , DOI
Liu S, Annansingh F, Moizer J, Liu L & Sun W (2012) 'A Knowledge System for Integrated Production Waste Elimination in Support of Organisational Decision Making' in Hernández JE; Zarate P; Dargam F; Delibašić B; Liu S; Ribeiro R Lecture Notes in Business Information Processing Springer Berlin Heidelberg 134-150 Author Site Publisher Site , DOI
Lean J & Moizer JD (2010) 'Using oral debriefing to assess student learning in a bsiness simulation game' in Atfield R; Kemp P; Tong R Enhancing Learning Through Assessment: In Business and Management, Hospitality, Leisure, Sport and Tourism Oxford Higher Education Academy 123-130 Publisher Site
Lean J, Mangles T & Moizer JD (1999) 'Computing and information systems for business students' in Ahmet K; Fallows S Inspiring Students: Case Studies in Motivating the Learner Kogan Page
Conference Papers
Sen A, Lean J, Kelland J & Moizer J (2023) 'INVESTIGATING A MOTIVATION MODEL FOR GAMIFIED E-LEARNING: A SELF-DETERMINATION APPROACH' 17th International Technology, Education and Development Conference 3-/-0/20233-/-0/2023IATED , DOI Open access
Moizer JD, Liu S, Megicks J & Kasturiratne D (2012) 'A KCM Framework for Global Supply Chain Integration Decisions - Evidence from an Analytic Network Process Analysis' in Dargam F; Delibasic B; Hernández JE; Liu S; Ribeiro R; Zaraté P Proceedings of the EWG-DSS Liverpool-2012 Workshop Decision Support Systems and Opertations Management Trends and Solutions in Industries University of Liverpool, UK 4-/-0/20124-/-0/2012
Moizer JD, Dell'Aquila E & Lean J (2011) 'E-learning through Role-Play Simulation within Social Enterprises' 8th Conference of the Italian Cognitive Science Association Milan, Italy 2-/-1/20112-/-1/2011
Moizer J & Lean J (2011) 'Ideas for Using Critical Incidents in Oral Debriefing From a Business Strategy Simulation Game' 10th European Conference on e-Learning ECEL-2011 Brighton, UK 0-/-1/20110-/-1/2011502-508
Moizer JD, Liu S, Annansingh F, Subramaniam P & Sun W (2011) 'A Knowledge-Based Decision Support System for Integrated Waste Elimination in Lean Production Management' The EWG-DSS Workshop on Decision Systems London, UK 6-/-0/20116-/-0/2011
Moizer JD, Liu S, Subramaniam P, Leat M & Linden I (2010) 'Decision support for ERP-based Production Management: a Business Intelligence Perspective' DSS 2010 The 1IFIP WG8.3 International Conference on Decision Support Systems Lisbon, Portugal 7-/-0/20107-/-0/2010


Conferences organised

  • Member of the Organising Committee, Games & Simulation Enhanced Learning Conference, 2017, Plymouth, UK.
  • Member of the Organising Committee, 7th Plymouth e-Learning Conference (PeLC 2012), Plymouth, UK.
  • Committee Member European Conference on Games Based Learning, 2008-2012.
  • Member of the International Scientific Technical Committee, The International
    Conference on Systems Thinking in Management 2000 & 2004.
  • Organised 1st, 2nd & 3rd Business, Management, Accounting & Finance (BMAF) national workshops on teaching with Simulations, Games & Role-Play, 2008-2011.

Other academic activities

Programme Leader – BSc Business Management Information Management Systems (HKU Space Partnership), 2021-Present

Additional information

Trustee, Gwellheans (Drug & Alcohol Rehabilitation Charity), Redruth, Cornwall, 2012-2015