Fisher's research emphasizes the effects of social expectations on managerial and consumer decision making. He is particularly interested in how organizations can enhance communication flows between functional areas to improve new product development success. His research also provides insights into the effectiveness of marketing strategies designed to encourage positive social behaviors such as volunteering. Fisher's research is published in the leading journals including the Journal of Consumer Research, Journal of Marketing, Psychology & Marketing, Journal of Services Marketing and Journal of Product Innovation Management. He is on the editorial board of the Journal of Consumer Research and Psychology & Marketing and has served as editor for a special issue on social desirability bias in Psychology & Marketing. His 1996 Journal of Marketing article with Jakki Mohr and John Nevin received the Stern Award in 2003.
Fisher has co-authored a book titled, "Internet Marketing in a Networked Economy," (Second Edition) with McGraw-Hill. The book examines how firms can develop stronger relationships with their customers through the Internet and traditional marketing tactics.
Fisher has extensive experience in sales, marketing research, and marketing management. He has been a marketing strategy consultant and educator for major firms in North America and Asia including the Royal Bank, HSBC, Bank of China, Canadian Tire, Allied Signal, Hutchison Port Holdings, and London Life.