Sunil's current research is in the area of digital technology and its impact on consumer behavior and firm strategy. The primarily goal of his research is to understand how digital technology is disrupting existing industries and how incumbents should transform their businesses in this new environment. His book on this topic, Driving Digital Strategy, was published by Harvard Business Review Press in August 2018. Sunil’s previous research focused on customer management, pricing, and return on marketing investment. His book, Managing Customers as Investments, captures some of the findings from his research on customer management, and it was selected as the 2006 winner of the annual Berry-AMA book prize for the best book in marketing.

Sunil has published three books and over 110 articles, book chapters, cases and notes on these topics. His research has been well recognized and his articles have won several national and international awards.