His research focuses on the effect of emerging technologies on consumers’ behavior, business strategy and market structure. He is particularly interested in multi-channel coordination and examines issues in multi-channel retail, advertising and pricing. He studies how consumers respond to different forms of advertising and how companies can strategically use new advertising channels to connect with their consumers. In another stream of research, he examines the dynamics of e-commerce platforms like Amazon and iTunes and their interaction with traditional retail channels. He has worked with several companies in the past like LEGO, Adobe, FICO, IBM and Omnicom and advises several hi-tech startups on strategy and marketing.