Elizabeth Pontikes

People use categories to understand the world – including in markets. In the modern economy, market categories change at an increasingly fast pace as innovation quickens and competition becomes more fierce. My research focuses on category dynamics in markets: how firms are valued within a rapidly changing categorical context, and how they can use category strategy to shape categories to their advantage. I use computational “big data” text analytic approaches to capture detailed category maps for thousands of firms in a range of industries.

Featured Publications

Chicago Booth | University of Chicago