My research interests encompass theories in consumer behaviour, entrepreneurship and marketing communications. I am fascinated by the interaction of markets and contemporary organizations and their impact on society. Apart from closely studying this process within the context of global corporations, I have also conducted ethnographic research on non-Western consumer behaviour (in the Pacific islands). I have over ten years of advertising, brand, marketing and business strategy experience on three continents (Europe, North America and Australia). I have helped a wide variety of blue chip global brands, including: adidas, BMW, MasterCard, Mercedes-Benz, Microsoft, Pepsi, Reebok, and Timberland amongst others. A recent project I supervised was on consumer reactions to greenwashing.