Dr. Martin's primary scholarly interest includes the organizational aspects of innovation, creativity and competitive strategy for Marketing Strategy and International Marketing. Her research interests have been expanding conceptually and empirically into testing the differential learning hypothesis developing marketing program creativity which includes new product development and innovation in high technology ventures. In addition, her research examines the relationships among competitive strategy, innovation ambidexterity, entrepreneurial orientation, market orientation and export venture performance. She applies empirical research methodology using multivariate statistical techniques including structural equation model.