Dr Jonathan Moizer

Dr Jonathan Moizer

Associate Professor (Senior Lecturer) in Business Operations & Strategy

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

Jonathan 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 Lead


Professional membership

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

Roles on external bodies

  • President of the UK Chapter of the System Dynamics Society 2017-18


  • Secretary of the UK Chapter of the System Dynamics Society 2012-17




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

  • 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

Lean J, Wilkins S, Moizer J & Heffernan T (2022) 'Doctoral education in business and management' The International Journal of Management Education 20, (1) 100580-100580 , DOI
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
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
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
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
Moizer JD, Liu S, Megicks P, Kasturiratne D & Jayawickrama U (2013) 'A knowledge chain management framework to support integrated decisions in global supply chains' Production Planning & Control: The Management of Operations 25, (8) 639-649 , 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
Hyde MB, Barton A, Farrar S & Moizer J (2012) 'Should Europeans fear the privatisation of pensions?' Journal of Comparative Social Welfare 28, (2) 129-138 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, Barton A & Farrar S (2012) 'Should Europeans fear the Privatisation of Pensions?' Journal of Comparative Social Welfare 28, (3) 129-138
Moizer JD, Hyde M & Farrar S (2012) 'The Appropriate Normative Foundations of Second Pillar Pensions' Journal of Comparative Social Welfare 28, (3)
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)
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, 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
Liu S, Moizer J, Megicks P, Kasturiratne D & Jayawickrama U (2013) 'A knowledge chain management framework for global supply chain integration decisions' in Childe S United Kingdom Taylor & Francis 639-649 Publisher Site , DOI
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.

Additional information

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