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I am an associate professor of marketing at the Schulich School of Business at York University. Building on a strong foundation in sociological theories and methods, I examine the role of culture in the design of markets and the customer experience. I also help companies connect with consumers through the Big Design Lab, a research-based think tank.

My research has been published in the Journal of Consumer Research and the Journal of Marketing and featured in The New York Times, Time Magazine, BusinessWeek, Wired, The Financial Times and other news media. I serve on the editorial review boards for the Journal of Marketing, the Journal of Consumer ResearchConsumption, Markets and Culture, and Business & Society, and as chair of  Schulich's marketing department.

I have been named “one of the best recognized experts studying high-technology consumption” by Wired, one of “the young business school star professors on the rise” by Fortune, and one of “the 40 most outstanding business profs under 40 in the world” by Poets & Quants.



How can consumer researchers theorize change in markets? We discuss process theorization, genres of process-oriented consumer culture research, and assumptions about the nature of change in market and consumption systems.

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I speak regularly on market creation and the customer experience to organizations such as Apple, ARD, BMW, DLD, Google, and others.