Brad Morrison is fascinated with the challenges people face in accomplishing what they set out to do in organizations. His research focuses on two areas: 1) human performance in dynamically challenging health care contexts and 2) implementation, which he as studied in several contexts, such as process improvement settings and firms adopting the practices of lean manufacturing. He examines the paradoxes of building organizational capability and implementing innovations. For example, why do the actions some managers take foster the very problems they are attempting to solve? His methods blend organization theory with tools of system dynamics, feedback theory, mathematical modeling and computer simulation to elucidate the relationships between structure in systems and the patterns of dynamic behavior they exhibit over time.

He has been a partner at a leading global management consulting firm and has more than 15 years of consulting experience in the retail and consumer products and healthcare industries. He has assisted dozens of organizations wrestling with change in areas such as product development, sourcing, and supply chain management. He has extensive experience in Asia where he has worked in 11 countries for his clients from North America, Asia, and Europe. He has also worked in cancer research and in banking. In 2012, he was recognized for his work on dynamic problem solving as the recipient of the Jay W. Forrester Award from the System Dynamics Society for the best published work in the field for the preceding five years.