His primary area of expertise is in strategy and innovation process, with a particular focus on the socio-cognitive mechanisms that influence how organizational actors navigate the formation of strategic and innovative ventures and problems, generation of meaning, selection and evaluation decisions, and complex institutional domains. Theoretical topics of interest include social and managerial cognition, institutional theory, strategy process, strategic contingency theory, technology innovation, framing, and sense-making. He tends to use a multitude of quantitative and qualitative methods, albeit from a predominantly positivist paradigm. Currently, he has been conducting a series of studies on the use of crowdsourcing to facilitate innovative and strategic decision-making.