Dr Gordon Fletcher is Associate Dean: Research and Innovation at the University of Salford’s Business School. In this role, Gordon leads the development of the School's research presence and profile as well as guiding bidding activities, staff development and impact activities. Gordon’s research focuses on specific examples and experiences of digital business, culture and practice. He has published work around conflict within online finance communities, economies within the virtual game world and the practices of online grieving and mourning. Other work includes the use of science fiction prototyping in the development of business visions and the delivery of executive courses around digital transformation and innovation. Gordon is an editor of Digital and Social Media Marketing: A Results Driven Approach and Strategic Digital Transformation, as well as a co-author of Creating an Effective Digital Presence. He co-created many of the models that underpin the core philosophy of these books. Most recently, Gordon has published the open access monograph, Management and Visualisation: Seeing Beyond the Strategic.