Shirley and Pernille are contributors to a book published by Edward Elgar in September 2021 entitled: Big Data in Small Business: Data-Driven Growth in Small and Medium-Sized Enterprises, Edited by Adam Lindgreen, Thomas Ritter, Carsten Lund Pedersen, and Torsten Ringberg.
Shirley is Technical Director of NU Solve, the engagement arm of the School of Maths, Statistics and Physics at Newcastle University. She has long been interested in SMEs because of their importance to Europe and because of the enormous unrealised opportunities that statistics and can unearth for them. Shirley is a past President of ENBIS and chairs the ENBIS Statistics in Practice special interest section and also the Quality Improvement Section of the Royal Statistical Society.
Pernille is Dean of Education at the IT University of Copenhagen. She received her doctoral degree from CBS in research strategic cognition, with a particular focus on the human and organizational conditions for success with digital technologies in private and public organizations. She has published in outlets such as California Management Review, Industrial Marketing Management, and Journal of Interactive Marketing and also is the lead author of the books Disrupt Your Mindset to Transform Your Business with Big Data and Social media Storms – Empowering leadership beyond Crisis Management.