Greta Hsu

Professor

Ph.D., Stanford University, Graduate School of Business

Courses Taught: The Individual & Group dynamics, Managing People in High-Performance Organizations, Strategy and Structure, People Analytics

Fast Facts

  • Expert in market categorization processes, organizational identity, and industry evolutionary dynamics

Greta Hsu is Professor of Management at the Graduate School of Management at University of California, Davis. She received her Ph.D. in Organizational Behavior, M.S. in Statistics, and M.A. and B.A. Sociology from Stanford University. 

Through her research, Hsu develops understanding of how market categories are socially constructed, how they are used and strategically manipulated by market actors, and how they shape market evolution and competitive dynamics. Her work includes studies of industry dynamics in the cannabis, e-cigarette, wine, film, book publishing, global fashion, and high tech industries.

Hsu’s papers include “Category Taken-for-Grantedness as a Strategic Opportunity: The Case of Light Cigarettes, 1964 to 1993,” published in the American Sociological ReviewCo-opt or co-exist?  A study of cannabis dispensaries’ identity-based responses to recreational-use legalization in Colorado and Washington,” published in Organization Science; ”Multiple Category Memberships in Markets: A Formal Theory and Two Empirical Tests,” published in American Sociological Review; and Jacks of All Trades and Masters of None: Audiences’ Reactions to Spanning Genres in Feature Film Production,” published in Administrative Science Quarterly.

Awards