Maintaining a fundamental interest in business-to-business and industrial strategy, Professor Nicholson's conceptual interests include a focus on the local-international link and the interplay between core and peripheral areas. 

More recently, he has found a specific interest in the overlaps between economic geography, international business and industrial marketing. Professor Nicholson's research pursues the topics of developing economy contexts such as Vietnam, Pakistan, Nigeria China, Libya and Egypt.

His more recent work focuses on the process of internationalisation, particularly of SMEs, though he has not ceased to take interest in foreign investors in emerging markets. In a thread of evolving work, Professor Nicholson is also investigating recombinant innovation in peripheral areas. 

Following a professional background in the agricultural and supply chain industries, working in business development and sales, Professor Nicholson joined Hull University as a Lecturer in Marketing and Business Strategy. For thirteen years he gained extensive teaching experience, leading over 20 different modules and undertaking the position of Programme Leader for both under and postgraduate programmes in marketing and management.

Professor Nicholson went on to become a Reader in Strategic Management at Sheffield Hallam University, joining the University of Huddersfield in 2017 as Head of the Department of Management.