Todd's general research focuses on new product development (NPD), innovation and strategic orientations of the firm and how they impact competitive advantage. More specifically, he examines how firms leverage resources and capabilities to integrate external knowledge into the firm and maximize its effectiveness for NPD. With NPD’s growing importance, more firms have begun to co-create new products with customers. While previous research has uncovered numerous benefits regarding co-creation, it is limited by case studies and small sample sizes. His research builds a more complete picture by examining how contingency factors and mediating processes can impact firms’ capability development, new product innovativeness, and NPD performance. He primarily focuses on small- and medium-sized enterprises.
