How can we leverage technology and culture to design better markets and customer experiences?

I am an associate professor of marketing at the Schulich School of Business (York University) and the director of the Big Design Lab, a think tank that examines market-level design questions with public and private organizations. 

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, one of “the 40 most outstanding business profs under 40 in the world” by Poets & Quants, and an MSI (Marketing Science Institute) Scholar.  

I serve as an associate editor at the Journal of Marketing. I am an editorial review board member at the Journal of Consumer ResearchConsumption, Markets and CultureMarketing Letters, and Business & Society. My research is regularly featured in the media including The New York Times, Time Magazine, BusinessWeek, Washington Post, Financial Times, and CNN

Prior to joining Schulich, I was a visiting scholar in the marketing department at Northwestern University’s Kellogg School of Management.


Most of my current research revolves around a marketing subfield called "market system dynamics" that allows us to better understand consumption by examining how consumers, managers, policy makers, and other social actors both shape and are shaped by markets.

My masters and dissertation research, which examined the creation and evolution of markets as social systems using the case of peer-to-peer platforms in the music industry, led to two lead articles in the Journal of Consumer Research and has spurred a thriving marketing subfield called market system dynamics (MSD) that investigates how consumers are influenced by and influence changes in markets and consumption systems.

Since then, I have helped develop and refine the study of dynamic market systems to understand core constructs in marketing and consumer behavior, with contributions in the Journal of Marketing, the Journal of Consumer ResearchMarketing Theory and other journals to market creation, branding, technological innovations, consumer subjectivity, nostalgia, responsible consumption, morality, multicultural consumption, political consumption, and the customer experience.

In all of my research, I have developed and refined a process-based method for analyzing qualitative and quantitative data longitudinally to theorize change, a method he helped pioneer in marketing.


I am actively involved in the Schulich School's doctoral and MBA programs, teaching consumer sociological and marketing strategy topics. My course “Customer Experience Design,” the first of its kind MBA course in the world, published regular student-written insight columns at the American Marketing Association and Huffington Post.

Doctoral students I have worked with (or currently work with) include Luciana Velloso, Birgit Schneidmueller, Ahmed Benmecheddal, Anton Siebert, Pierre-Yann Dolbec, Ela Veresiu, Amanda Earley, Anastasia Thyroff, Janice Denegri-Knott, and Marius Luedicke.

In 2008, I created the Sidney J. Levy Award. The award competition is held annually in honor of one of the founding fathers of Consumer Culture Theory. The award is given to the best CCT-oriented dissertation article published in the preceding year.


In 2015, Dr. Ela Veresiu and I founded the Big Design Lab, a nonprofit, membership-based organization dedicated to engaging business and political leaders with the theory and practice of market creation and customer experience design.