Ofer's work reconceptualizes the traditional view of the main three parts of marketing: markets, consumers and brands. Traditional marketing treats these constructs as fixed and as the outcome of well-defined structures and institutions, searching for patterns and regularities. Ofer's work claims that this traditional view leads to marketing failure. Instead, marketers need to focus on differences, temporalities, and dynamics.
Ofer welcomes PhD supervisions and collaborations in the following areas:
Self, ethnic and sub-culture identities
Ofer's work in this area describes group and individual identity not as a reflection of a fixed, natural state of being, but a process of becoming. Ofer's research work shifts the focus of marketers from linear marketing strategies to strategies that accommodate more complex and fluid understandings of identity construction.
Visual methodologies
Ofer promotes visual research methodologies within marketing. Ofer's articles and books in this area introduce a more rigorous approach to visual data collection and analysis.
SMEs and access to global market
Ofer's work in this area accounts for the impact of informal institutions and networks on SMEs’ internationalisation. Ofer also focuses on the opportunities that the advancement in ICT has created for SMEs in emerging economies. Ofer's aim is to develop a digital ecosystem that will allow small businesses in remote areas to compete as equals in the global market.