Current research is focused on international retail marketing, branding and business history.

My research focuses on international marketing. There are two streams to this research: contemporary and historical. Currently, I am interested in supervising doctoral research which contributes to the historical stream. Historical methods provide a unique opportunity to understand the process of change within the international commercial environment. My research focuses on firms with a point-of-sale relationship with consumers. This encompasses organisational, operational, and branding issues. Publications include articles on the interinstitutional shaping of retail innovation (see Business History, 2024), the internationalisation of proto-modern brands (Business History, 2021), and the internationalisation of firms such as Tiffany of New York (Business History Review, 2017). To access full details of these publications and others click on the link below: “View Nicholas's profile”.