My academic research draws upon a wide range of social and cultural theories and methods (mostly from cultural sociology, cultural history, media studies, and cultural anthropology) in pursuit of two goals:
Theory Papers. I have done a fair bit of fundamental theoretical research to better understand how marketing and consumption work from a socio-cultural perspective, challenging the dominant psychological and economic paradigms.
Management Papers. And then I have adapted socio-cultural theories to pioneer new strategy frameworks that solve real-world problems. I have developed a new socio-cultural model for branding (which I call cultural branding), and a new socio-cultural model for innovation (which I call cultural strategy) that I apply to business, societal, and political problems.