Leeds Beckett University - City Campus,
Woodhouse Lane,
LS1 3HE
Andy Lima
Senior Lecturer
Andy de Lima is a senior lecturer in technology and entrepreneurship at Leeds Business School, Leeds Beckett University, specialising in AI-enabled management, technology entrepreneurship, and enterprise education. With 20+ years across academia, consultancy, and venture building, he designs and delivers practice-led modules in applied AI and new-venture creation and supervises work placement, capstone, and live client projects. Andy is lead author and researcher for the REF2029 Impact Case Study on Enterprise Education and is an active business mentor for regional start-up initiatives, including Ad:Venture and the West Yorkshire Combined Authority Innovative Entrepreneurs programme. He also co-founded several ventures and works with SMEs, public bodies, and ecosystem partners to translate emerging technologies into inclusive, human-centred innovation and growth.
About
Andy de Lima is a senior lecturer in technology and entrepreneurship at Leeds Business School, Leeds Beckett University, specialising in AI-enabled management, technology entrepreneurship, and enterprise education. With 20+ years across academia, consultancy, and venture building, he designs and delivers practice-led modules in applied AI and new-venture creation and supervises work placement, capstone, and live client projects. Andy is lead author and researcher for the REF2029 Impact Case Study on Enterprise Education and is an active business mentor for regional start-up initiatives, including Ad:Venture and the West Yorkshire Combined Authority Innovative Entrepreneurs programme. He also co-founded several ventures and works with SMEs, public bodies, and ecosystem partners to translate emerging technologies into inclusive, human-centred innovation and growth.
Andy de Lima is a senior lecturer at Leeds Business School, Leeds Beckett University, and an enterprise educator working at the intersection of technology entrepreneurship, AI-enabled management, and regional SME growth. He is currently lead author and researcher for the next REF2029 Impact Case Study on Enterprise Education, translating two decades of entrepreneurial education research into measurable regional impact.
Andy’s work is deeply practice-embedded. He has been involved in major West Yorkshire enterprise initiatives, including the Ad:Venture start-up support programme and the WYCA-funded Innovative Entrepreneurs programme, serving as a business mentor and coach to founders and early-stage teams and helping shape experiential, “learn-by-doing” delivery at scale.
Alongside academia, Andy co-founded several businesses in his entrepreneurial career, including Leading360 Insights, a leadership analytics venture, and contributes as a board member to the Centre for Entrepreneurship and Knowledge Exchange (CEKE), bridging research, student enterprise and stakeholder engagement across the region.
A lifelong learner with a BA degree in entrepreneurship and an MSc in marketing, his profile blends scholarly rigour with entrepreneurial execution: designing AI-focused curricula, mentoring ventures, and supporting organisations to adopt data-driven, human-centred innovation.
Across 20+ years of teaching, speaking, and consultancy, he has focused on helping organisations and communities adopt disruptive technologies—especially AI—through a strongly ethical, people-centred lens. Andy brings an interdisciplinary outlook shaped by interests in philosophy, history, psychology, and theology, giving his work a distinctive people-centred and values-aware edge.
Languages
Portuguese
Can read, write, speak, understand and peer reviewEnglish
Can read, write, speak, understand and peer review
Research interests
Andy’s research is anchored in technology entrepreneurship and the strategic adoption of AI in education and business. Current and emerging strands include:
- AI-enabled entrepreneurship and innovation: how generative and agentic AI reshape opportunity discovery, venture creation, and scaling.
- AI and managerial decision intelligence: practical frameworks for embedding AI, data, and predictive analytics into organisational decision-making, governance, and performance.
- Entrepreneurship education in an AI era: pedagogies, assessments, and learning ecosystems that develop AI-ready entrepreneurial and managerial capability.
- Leadership analytics and human–AI collaboration: data-informed leadership development, behavioural insight, and the future of work.
- Digital strategy, transformation, and platform business models, especially in SMEs and regional ecosystems.
These interests align with his ongoing PhD trajectory in technology entrepreneurship education and AI and his broader commitment to socially responsible, human-centred technological adoption.
Publications (1)
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Corporate reputation in the era of Web 2.0: the case of Primark
23 November 2009
Journal of Marketing Management25(9-10):927-939 Informa UK Limited
Jones B, Temperley J, Lima AThis article explores and analyses corporate reputation management in the new environment of the social web, otherwise known as Web 2.0. It looks at issues around corporate reputation and brand management via a case study of Primark. It explores how companies manage their corporate reputation and branding in the new on-line environment of the social web. The article looks at how Primark positions itself in the context of the web 2.0 era in order to build a solid relationship with its stakeholders as well as to protect its reputation whilst enhancing its brand image and value. The spread of information across the web feeds traditional media channels and reaches larger audiences potentially damaging reputation and thus tarnishing the brand. The article furthers understanding of the overall current web brand management practices for effective on-line corporate communications. The Primark case study offers an indication of how companies are or are not using the social web and social media utility tools to communicate their social responsibility. © Westburn Publishers Ltd.
Professional activities
Andy’s professional activity spans university leadership roles, regional enterprise delivery, and venture practice:
- Senior Lecturer, Leeds Beckett University (2022–present) in Technology and Entrepreneurship; team member of the MSc Entrepreneurship and Business Development, Board Member of CEKE, member of the School Academic Committee, Steering Member of the LBS Generative AI Initiative, and Fellow of the Knowledge Transfer Partnership Community of Practice.
- Academic Lecturer & Researcher, Leeds Beckett University (2013–2020) delivering UG/PG/Executive MBA teaching in entrepreneurship, digital strategy, digital marketing, and social media; Entrepreneur-in-Residence for regional SMEs; and contributor to LEP/ERDF-funded enterprise projects.
- International keynote speaker and lecturer (1998–2019) across Europe and South America on CRM, technology, and entrepreneurship.
- Co-founder/Director of Growth, Leading360 / iLead app (2019–2024); continuing enterprise work through Leading360 Insights.
- Co-founder, Momentum Resilient Life (2019–present) – author/content creator focused on entrepreneurship, leadership, and human performance.
Earlier entrepreneurial and leadership roles in Brazil and the UK, including founding digital marketing and education ventures and directing marketing strategy for growing organisations.
Current teaching
Andy teaches across AI for business, technology entrepreneurship, and venture creation. His approach blends conceptual rigour with applied toolkits, live cases, and venture-building practice. Core teaching includes:
- Applied AI for Business Processes (H7/Master’s) – AI strategy, business process redesign, RAG/agentic workflows, MLOps foundations, responsible deployment, and value realisation.
- Machine Learning and AI for Efficient Management (H6/Undergraduate) – ML/AI fundamentals for managers, supervised/unsupervised learning, predictive analytics, evaluation, and implementation for operational efficiency and competitive advantage.
- AI Data-Driven Decision Making / AI-Driven Decision Intelligence (Level 4 Apprenticeship) – decision-intelligence cycle, analytics-to-action, AI across business functions, and group-based organisational problem solving.
- Strategic Thinking (Entrepreneurship core) – new-venture creation using Lean Start-Up and Design Thinking; development of MVPs through iterative customer discovery and the use of canvases including the Business Model Canvas (BMC), Value Proposition Canvas (VPC), Empathy Canvas, and related venture-design tools.
He also supervises and supports work-based and capstone learning, including:
- Undergraduate Work Placement Module supervision,
- Final-year Capstone Projects for the MSc Entrepreneurship and Business Development, and
- MBA Live Client/Consultancy Challenge projects, guiding teams to apply enterprise and AI-enabled strategy in real organisational contexts.
Teaching Activities (1)
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Impact
Andy’s impact is defined by sustained translation of enterprise education research into regional economic and social outcomes. Through Ad:Venture and related incubator activity, he has mentored and coached early-stage founders in strategic sectors, supporting the scale-up of experiential enterprise pedagogy across cohorts.
He also mentors for the West Yorkshire Innovative Entrepreneurs programme, a WYCA-funded accelerator designed to increase start-up success among underserved communities, embedding research-driven elements such as action learning, peer networking, and coaching.
As a CEKE Board Member, Andy contributes to a growing university-region enterprise ecosystem, including the Hatchery incubation space, Entrepreneurs-in-Residence mentoring, and enterprise showcases—strengthening pathways from classroom venture-building to real market entry.
Across teaching, mentoring, and consultancy, he supports organisations to adopt AI and digital innovation in ways that improve performance while keeping the human, ethical, and regional-development stakes firmly in view.
