Building on a strong foundation in sociological theories and methods, he examines the role of culture in the formation of markets and the customer experience. His research has been published in the Journal of Consumer Research and the Journal of Marketing and featured in The New York Times, Time Magazine, BusinessWeek, Wired, The Financial Times and other news media. He serves on the editorial review boards for the Journal of Marketing, the Journal of Consumer Research, Consumption, Markets and Culture, and Business & Society, and as chair of Schulich’s marketing department. He has been named “one of the best recognized experts studying high-technology consumption” by Wired, one of “the young business school star professors on the rise” by Fortune, and one of “the 40 most outstanding business profs under 40 in the world” by Poets & Quants.