His research program focuses on two substantive themes. The first theme examines the impact of emerging marketing organizational forms/practices on firm performance. In this domain, his research has examined the impact of new product alliances, CRM outsourcing, NPD outsourcing and product recalls on metrics such as product quality and stock market performance. The second stream of research investigates the influence of marketing within the organization. Specifically, this stream examines the impact of CMO tenure and CMO compensation mix on performance metrics.