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Professor David Pettifer

Formerly at Lancaster University

David Pettifer

Current Research

Management Dominant Logic and the impact of digital business models.

The role of Management Cognition in strategy formulation.

Current Teaching

Lancaster FMBA

Lancaster EMBA

MSc in Management



Professional Role

Member of the LUMS Advisory Board.

Post Graduate Consortial Programmes Steering Committee

Supporting the LUMS Employability, Enterprise and Careers


David is an advisor to, and a former senior consulting partner with PricewaterhouseCoopers (PwC). As a consultant with PwC he led major strategic and operational projects in a number of industries including financial services, energy, oil and gas, and retail. David was responsible for developing and maintaining client relationships with national and international organisations and for the last four years led PwC's consulting practice in the North of England and has been a member of the firm's Northern Leadership Team.

David had global responsibility for PwC’s Strategic Cost Management practice, which included the design and implementation of leading edge approaches to planning and forecasting, value and cost management and decision support. He was also responsible for PwC’s innovative work on Corporate Level Strategy and Organisation Design, which assists major organisations to develop the value-creating role of the Head Office. He led major assignments and directed the development of the firm’s concepts and methods in these areas.

At LUMS he sits on the Advisory Board and is also an Honorary Professorial Fellow in the Centre for Strategic Management. He acts as a provider of practice-led teaching to post-experience students on the Full-Time and Executive MBA's. David draws on his experience in corporate strategy and management consulting, and his engagement with research in the area of corporate strategy, to contribute to several modules on the MBA and MSc in Managment Programmes. He is a Visiting Professor at Huddersfield University.

Research Interests

  • Corporate level strategy and organisation design in multi-business firms
  • Budgeting and performance measurement with an emphasis on strategy implementation and strategic management
  • Management Dominant Logic and the impact of digital business models.


Drury, Colin; Pettifer David: Management Accounting Practice in Building Societies, Management Accounting, Mar 1993, Vol.71(3)                                                                                 

Pettifer D. et al (1997): CFO - Architect of The Corporation’s Future. Wiley & Sons
David Pettifer (1998): Corporate Centre Transformation. PricewaterhouseCoopers.
David Pettifer and Colin Drury: (1993): ABC in Retail Financial Services. Certified Accountant                                                                                                                                               

Pettifer, David:Measuring the Performance of the Corporate Centre LongRange Planning, 1998, Vol.31 (5)
Goold, M., Pettifer, D. & Young D (2001) Redesigning the Corporate Centre. European Management Journal, 19 (1), pp. 83-91.
David Pettifer, Andrew Campbell & Lucy Dennett (2001) Creating the E-Corporate Centre. PricewaterhouseCoopers
David Pettifer & Tania Coke (2003). A Culture of Disciplined Empowerment. European Business Forum, 14, pp. 80-82.
David G Pettifer & Sauvik Banerjee (2005). Competitiveness in the UK’s Economy. PricewaterhouseCoopers.
David Pettifer & Andrew Campbell (2006). How to Measure the ‘Corporate Centre’. Professional Accountants in Business Committee, Article of Outstanding Merit 2006.