My research focuses on the impact of firms’ adaptive strategies to changes induced by market disparities (emerging technologies, customer and competitive landscape, and political, economic, and regulatory environment) on their key stakeholders. Through such practice-driven and phenomenon-based research, my work, in addition to advancing theoretical understanding, also provides guidance to managers about ways in which their response to external changes can create value for their key stakeholders.

A key adaptive strategy of focus in the majority of my research is technology adoption and new product innovation. Other adaptive strategies that are part of some of ongoing work also include strategic alliances, mergers & acquisitions, and political realignment and activism. This line of research is inherently interdisciplinary, bridging marketing, finance, management, operations, and information systems disciplines, and uses various methodologies, including event studies, econometric modeling, meta-analyses, surveys, and experiments. 

My research has been published in top tier journals such as the Journal of the Academy of Marketing Science, Journal of Business Research, Psychology & Marketing, and IEEE Transactions on Engineering Management. Further, the value of my work has also been recognized by the American Marketing Association (AMA), with my doctoral dissertation being the only dissertation from Oceania region to be a finalist of the prestigious John A Howard / AMA Doctoral Dissertation Award in 2021. In addition, one of my papers has also received the Best Paper Award in the inaugural wISE Conference in 2023, sponsored by Strategic Management (a division of the prestigious Academy of Management).  

Before joining academia, I worked in technology services industry for over 12 years in various capacities from technology consulting to leading sales and marketing units. Much of my research, particularly related to technology adoption and innovation, is guided by the key issues I faced at work during these years. Given my background, in addition to contributing to advance knowledge, I also value high practical relevance in the research I conduct and hope to bridge the gap between theory and practice. 

I am open for supervision on a range of topics listed above. Some of the topics that my HDR (higher degree by research) students are working on include Customer Experience in the Age of AI, Metaverse Marketing Strategies, Influencer Marketing Strategies, Sustainability-driven Marketing Strategies, and Corporate Socio-political Activism. Other indicative topics that I am keen to supervise on are AI and Creativity, Human-AI Creativity, and Impact of AI and other Emerging Technologies (e.g., AR/VR/Blockchain) for Social Impact Marketing Strategies.