USC Marshall School of Business

Mark Kennedy studies the role that language, media coverage, and publicity play in forging collective agreement about when innovations become new market realities. He blends sociology, cognitive psychology, and the economics of strategy to explain how market categories change over time, and how organizations participate in and are affected by that process. His research has been published in the Academy of Management Journal, the American Sociological Review, and Poetics. Prior to becoming an academic, Professor Kennedy worked as a software engineer, product manager, and management consultant.