I'm an assistant professor at the John Molson School of Business

I research market-level innovation

...or how consumers and marketers are changing the very rules governing markets.

I answer questions such as how did passionate consumers such as bloggers change the fashion market, how did a transformative brand such as Tesla create opportunities in the electric car market, and how did technology change the way aesthetic markets such as music work. I use a mix of qualitative approaches such as interviewing, ethnography, and historical analysis, combined with theories from management and sociology. My current research projects examine markets such as coffee, tattoos, sneakers, fashion, music, as well as social impact projects in Brazil and India.

My research has been published at the Journal of Retailing (one of the 25 most downloaded articles for 2014), the Journal of Consumer Research (one of the six highly-cited papers for 2016), Marketing Theory, as well as in the SAGE Handbook of Qualitative Data Analysis. I have presented at the Association for Consumer Research, the European Association for Consumer Research, the Consumer Culture Theory, and the American Marketing Association conferences. I have been talking to the press a bit lately.

I have received more than 600 000$ in funding from Canadian granting agencies. I am an ad-hoc reviewer for a number of journals, including the Journal of Consumer Research, a mentor at the CCT and ACR conferences, a supervisor and committee member for master and doctoral students, and an instructor at JMSB where I teach digital marketing.