I am an Assistant Professor in Strategic Management at Schulich School of Business - York University. My research is on the interface between audiences and organizations. I draw on strategic management, organizational theory, and socio-cognitive foundations of social judgments to study how firms' positioning claims influence their audience evaluations. I explore (1) how identity change affects audience evaluations, (2) how market positioning affects audiences’ benchmark selection, (3) how firms could use machine learning to strategically position themselves. I use cutting-edge machine learning and various textual analysis techniques to conduct large-scale longitudinal studies of firms’ market identities and equity analysts’ evaluations.