His research focuses on B2B brand strategy. His work has been published in several of marketing’s top academic journals including the Journal of the Academy of Marketing Science, Industrial Marketing Management, and Journal of Business Research. Prior to embarking on his second career in academia, he worked in corporate America for around 15 years. His experience includes a number of brand management positions, including several years in brand management at The Coca-Cola Company. His last position was as Vice President of Marketing at Snapper Power Equipment.