Exploiting Complexity

I work on exploiting interconnections and dependencies that create market transformation, firm value, and global change.

About

Modern Marketing

I’m CLEARLY biased – but marketing is an incredibly powerful force. Even from my earliest doctoral coursework we had discussions on the dangers of thinking of marketing as literally everything – pervasive in every aspect of our lives. But I think that’s to be excused for a discipline that balances and intertwines psychology, sociology, economics, mathematics/statistics, management, strategy, and more within our home-grown theories and methodologies.

We play a beautiful, competitive game to shape markets and to influence decision making – our very choices – across every domain. To ethically, and legally, create a disequilibrium in our favor. It has played a role in shaping our modern economy, consumption, and even our culture (for better/worse). Truly, you can do no greater favor to your competitors than to underestimate the complexity and power in marketing.

Research

Peer-Reviewed Works and Working Papers

Oxford Future of Marketing Initiative

Deputy Director

The Oxford Future of Marketing Initiative (FOMI) is a two-way exchange between world-class academia and practice. It exists to infuse and inform marketing practice with rigorous evidence-based solutions to complex and wicked problems; while also providing guidance and ensuring the relevance for the research being done, guaranteeing that we work directly on the real and pressing issues in modern marketing.

Our Partners: