Dr Andrew Greenman is a Lecturer in Entrepreneurship at the University of East Anglia. 

His research investigates the interrelationship between entrepreneurship and institutional fields. His work explores the extent to which entrepreneurial activities are enabled and constrained by institutional fields. His research examines how entrepreneurial activities in a variety of institutional contexts including the Cultural Industries, Digital Economy and social enterprises in Sub-Saharan Africa.  His current interdisciplinary work combines life science and environmental economics with his expertise in institutional theory and entreprenenurship to investigate the emergence of biodiversity credit tools. 

Dr Greenman holds a PhD in Management and Business from the University of Nottingham, an MSc in Social Science Research Methods from Nottingham Trent University and a BA(hons) in History and Sociology from Lancaster University. 

Sociological Approaches to Entrepreneurship

Institutional Theory and Entrepreneurship

Biodiversity 

Co-Investigator - Natural Environment Research Council - 'Developing a new co-designed decision support tool for biodiversity credits and investment' (NE/X00208X/1). (Sep 2022-Aug 2025) (£825, 583).  The project will create and test a new biodiversity credit tool. Biodiversity credits are identified as a key means for increasing private-sector nature based investment and achieving international conversation targets. 

Primary Investigator - Natural Environment Research Council Discipline Hopping grant (Jan-Mar 2023).  This project will enable Dr Greenman to interview Primary and Co-investigators participating in three projects funded by NERC's Understanding the Economics of Biodiversity scheme. 

Teaching Fields: Entrepreneurship and Strategy 

Current Modules: Dr Greenman is module organiser for two core Undergraduate Modules:

• Understanding the Business Environment (NBS4106A, Level 4)
• Strategic Management (NBS6128A, Level 6)

Peer review: Dr Greenman regularly reviews for Entrepreneurship, Theory and Practice, Journal of Business Ethics and International Small Business Journal

Dr Greenman has also participated in the following professional activities:

SME Growth Programmes (2013-2019). Programme manager for Growth 100 (Nottingham City Council) and Aspire to Grow (HEIF) which provided year long management training to 140 SME owner-founders.

Executive Education (2015-2020)- Contributor to Leadership and Development programmes for Tarmac, Boots-Walgreen and NHS England.

Enterprise Education (2011-2017)- Contributor to UKRI and industry sponsored Young Entrepreneurship Schemes (YES) programmes including BioTech YES and Digital YES.