In markets, people sort firms and products into categories when making everyday decisions like choosing a restaurant or buying a smartphone. Being miscategorized — or not having a category — can result in a firm being ignored or undervalued.
My work focuses on category dynamics in markets. Market categories can vary drastically for different people and evolve rapidly as tastes and technologies change. This affects how innovations are understood, how products are received, and how strategic initiatives play out. I draw on research in cognitive science, sociology, and strategy to study these ideas, and use a “big data” computational approach to capture detailed category dynamics across industries.