Reflections on System Dynamics and Strategy


London Business School
Senior Fellow of Management Science and Operations. BSc (Bristol), MSc (London), PhD (MIT)

John Morecroft is a leading expert in strategic modelling and system dynamics and has written numerous journal articles. He has co-edited three books and published a widely used system dynamics textbook, Strategic Modelling and Business Dynamics (Wiley 2015, 2nd edition). He is a recipient of the Jay Wright Forrester Award of the System Dynamics Society for his work on bounded rationality, decisionmaking and information feedback in models of the firm. He is a Past President of the Society and one of its Founding Members.

He has led applied research projects for international organisations including Royal Dutch/Shell, AT&T, BBC World Service, Cummins Engine Company, Ford of Europe, Harley-Davidson, Ericsson, McKinsey & Co and Mars. Before joining London Business School he was on the faculty of MIT’s Sloan School of Management where he received his PhD. He also holds degrees in Operational Research from Imperial College, London and in Physics from Bristol University.

He has taught system dynamics, problem structuring and strategy in MBA, PhD and Executive Education programmes. He served as Associate Dean of the School’s Executive MBA and co-designed EMBA-Global, a dual degree programme with New York’s Columbia Business School.

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