As a researcher with a primary orientation in organizational theory and an interest in phenomena in the fields of firm strategy and entrepreneurial activities, I aim to make theoretical contributions to empirical puzzles in various contexts—including the diamond retail industry, health care industry, and entrepreneurial firms’ market entry. The overarching objective of my research is to investigate why the same objective conditions are often perceived and evaluated very differently in both organizational and market settings: why such social valuations are established and how they generate different organizational strategies and market outcomes. In my research, I explore the processes of social evaluation both on the supply side (i.e. firms’ action) and on the demand side (i.e. audiences’ reaction). With this distinction, my first stream of research seeks to understand why organizations that have same ultimate goals may act differently. In particular, I investigate how organizational identity influences organizations’ strategies for impression management. In the second stream of research, I study how audiences form their evaluations on organizations—in particular, the perceptions of firm commitment—and how they affect firms’ competitive outcomes.