BUS-5020
Genevieve Gregorich is an assistant professor of management at the Business School. Her current research examines corporate sociopolitical activism, focusing on when and why firms take public stances on contested social issues, and when those stances receive backlash. A related stream examines social movements and organizing, including the collective psychological conditions under which activism diffuses from one movement to another, and how movements shape entrepreneurial and venture capital decisions. Her work spans contexts including Black Lives Matter, Stop Asian Hate, #MeToo, and ride-share worker organizing.
She is also broadly interested in how individual beliefs and collectively held theories shape outcomes in organizations and markets. Her work in this stream asks how the ideas people hold about scarcity, conflict, and power become self-fulfilling. Her published work, appearing in Scientific Reports, shows that the fear of conflict leads people to avoid zero-sum situations that would benefit them. Her emerging work develops power through attunement to self, others, and the world, and asks how collective psychological states shape what organizations can realize.
Gregorich earned her PhD from Columbia Business School. Before her academic career, she worked at the Federal Reserve Board, where her research on the manufacturing wage premium was cited by Paul Krugman in the New York Times. She has published several teaching cases on strategic intuition and corporate innovation, and her 2023 TEDx talk on the power of truth in a game of deception has been viewed more than half a million times.
Areas of Expertise
Nonmarket Strategy
Corporate Sociopolitical Activism
Social Movements
Reputation Management
Publications
Davidai, S., White, M. W., & Gregorich, G. (2022). The fear of conflict leads people to systematically avoid potentially valuable zero-sum situations. Scientific Reports, 12(1), 17944.
