Hovig studies how the social conversation around new technologies impacts processes of market emergence. His research focuses on nascent and specialty contexts, where the socio-cultural meaning of markets is especially prominent.
In particular, Hovig studies the strategic categorization efforts of auto manufacturers launching into the problematic Electric Vehicle (EV) category. He also has a few ongoing studies on the impact of digital technologies on exchange in upscale handicrafts such as specialty coffee and craft whisky.
Hovig has also developed computational methods for studying large-scale emergence, including a well-cited paper with co-authors on using topic modeling to render theory.
NEWS + EVENTS