Profile

Digital Enthusiast, FT News Geek, AI Nerd, Gamer & Academic.

Dr David Grundy in September 2019 joined Newcastle University Business School as Director of Digital Education and subsequently was appointed an Education Fellow leading on the Digitial Education and AI aspects of the Leading-Edge Curriculum across the University. His research interests include investigating AI literacy, innovation in teaching using AI, digital adoption, digital approaches to effective teaching and learning and blended learning. David started as a Lecturer in 2002 after working in accounting roles in both the public sector and private sectors. He mainly teaches MBA Accounting & Finance and for his last decade in higher education has had a number of wide ranging leadership and management roles. In December 2010 Dr David Grundy was awarded his Doctorate examining online re-subscription decisions.

Research Interests

• AI Literacy and Digital Adoption
• Innovation in Teaching using AI and Digital Approaches
• Digital approaches to effective teaching and learning, blended learning

Successful Doctoral Completions

Maria Ratz “How crowdfunding and crowd investing concepts could be an alternative investment model for professional sport clubs” (2015-2021)

Doctoral Examinations

Jose Ruiz del Portal Tranche (2023) “FinTech and the Make-or-Buy Decision: A Valuation Model for Retail Banks Facing Disruptive Innovation”

Sam Sittlington (2014) “What are the factors that influence the effectiveness of Anti-money laundering policy implementation in the UK?” Exploring Money Laundering Crime and Policy

Teaching Qualifications and Positions

2022 - Mentor for Newcastle Educational Practice Scheme (NEPS) & UK Professional Standards Framework (UKPSF) Scheme (HEA Fellowships)

2021 onwards - Senior Fellow of the HEA (SFHEA)

2021- 2022 - Certified Business and Management Educator (Chartered Association of Business Schools) (CMBE)

2013 - Fellow of the HEA (FHEA)

2004 - Postgraduate Certification in Academic Practice (SEDA)

Current Teaching

MBA - Financial Management, Finance and Investment

Masters Dissertation Supervision

Undergraduate Dissertation Supervision

• Articles

  • Grundy D. Harnessing reasoning-based AI for digital entrepreneurship in creative authorship. Artificial Intelligence in Education 2026, 2(2), 1-21.
  • Grundy D, Ohmer C. German crowd-investing platforms: Literature review and survey. Cogent Business & Management 2016, 3, 1138849.
  • Dancer H, Filieri R, Grundy D. eWOM in online customer support communities: Key variables in information quality and source credibility. Journal of Direct, Data and Digital Marketing Practice 2014, 15(4), 290-305.
  • Grundy D. Research Note: The presence of stigma amongst users of the MMORPG RMT: a hypothetical case approach’. Games and Culture 2008, 3(2), 225-247.

• Conference Proceedings (inc. Abstracts)

  • Grundy D. Where lies University Responsibility in Ensuring Equal AI Access?. In: Learning and Teaching Conference 2025. 2025, Newcastle upon Tyne: Newcastle University.
  • Grundy D. There's Nothing Creative in Accounting Assessment: AI Case Study Comic Books using Microsoft CoPilot. In: CABS LTSE Learning and Teaching Conference 2025. 2025, Nottingham: Chartered Association of Business Schools.
  • Grundy D. Minimum Effort: Using Chat-GPT o1 as a writing CoPilot to Create and Self-Publish a Novel - An Exploratory Autoethnographic Case Study on Process. In: 4th Marketing, Innovation and Digital Transformation Conference. 2025, Newcastle.
  • Grundy D. "AI lacks the ability to inspire students like real teachers can" - Exploring UK University Students' Views on Lecturer Generative AI Usage. In: UKAIS Conference 2025. 2025, Newcastle upon Tyne: UK Academy for Information Systems.
  • Ratz M, Grundy D, Pfeffel F. Using Structural Equation Modelling to Identify Key Determinants of Fans’ Willingness to Invest into Crowdinvesting and Crowdlending. In: 27th EASM Conference. 2019, Seville, France.
  • Ratz M, Grundy D, Pfeffel F. Factors influencing football fans' willingness to invest into crowdinvesting and crowdlending. In: 11th ESEA Conference on Sport Economics. 2019, Gijón.
  • Grundy D. Confidence players? Young men commencing studies in UK business schools: Over-confident and under-performing. In: Foundation Year Network Annual Conference. 2019, Brighton.
  • Ratz M, Grundy D. Empirical Evidence: Why Football Fans Invest Money into Their Club via Crowdlending and Crowdinvesting. In: ESAM 26th Annual Conference of the European Association for Sport Management. 2018, Malmo, Sweden: European Association for Sport Management.
  • Ratz M, Grundy D, Pfeffel F, Hart D, Wandmacher R. Crowdinvesting and crowdlending as modern substitutes for fan bonds in german football. In: ESAM 25th Annual Conference of the European Association for Sport Management. 2017, Bern, Switzerland.
  • Ratz M, Grundy D, Pfeffel F, Hart D, Wandmacher R. Crowdfunding: A Strategy for Acquiring Money And Increasing Fan Loyalty?!. In: ESEA 9th European Conference on Sport Economics. 2017, Paderborn, Germany.
  • Ratz M, Grundy D, Hart D, Pfeffel F. Fan-based financing: the caste of crowdinvesting and crowdlending in professional German football. In: 8th ESEA Conference on Sport Economics. 2016, Groningen: European Sport Economics Association (ESEA).
  • Grundy D. Exploring contextual, situational and demographic influences on commitment to a massively multiplayer online game subscription relationship: a Commitment-Trust Theory approach. In: Academy of Marketing 2016 Conference. 2016, Newcastle Upon Tyne: Academy of Marketing.
  • Ratz M, Grundy D, Hart D, Pfeffel F. Crowdinvesting and crowdlending as fan-based financing alternatives in professional german football. In: 24th European Association for Sport Management Conference (EASM 2016). 2016, Warsaw: EASM.
  • Ratz M, Grundy D, Hart D, Pfeffel F. Crowdfunding – a solution for organisations in dangerous financial situations?!. In: BAM: British Academy of Management. 2016, Newcastle Upon Tyne.
  • Grundy D, Sutherland M, Edwards N. An investigation into recognising value creation by customers and virtual communities in e-sports. In: Academy of Marketing Conference. 2016, Newcastle Upon Tyne.
  • Grundy D. Success in Crowdfunding. In: British Accounting and Finance Association (BAFA) Northern Area Group Conference. 2014, Newcastle Upon Tyne.
  • Grundy D. Garbage In, Garbage Out? Questioning Key Variable Face Validity in Contemporary Quantitative Crowdfunding Research. In: ISBE 2014: Institute of Small Business and Entrepreneurship Conference. 2014, Manchester: ISBE.
  • Grundy D. Increasing active engagement in Finance through innovative continuous assessment: The use of blogging as an assessment tool to promote engagement and deep learning in Higher Education. In: BMAF; Business Management Accountancy and Finance Network Conference. 2011, Bournemouth.

• Online Publication

  • Grundy D. The Unfairness of AI-Flagged Academic Misconduct Investigations in UK Universities. Newcastle upon Tyne: Newcastle University Business School, 2025. Available at: https://blogs.ncl.ac.uk/sin/2025/08/05/the-unfairness-of-ai-flagged-academic-misconduct-investigations-in-uk-universities/.