David Lehman is an Associate Professor of Commerce and Verizon Professor of Commerce at the McIntire School of Commerce at the University of Virginia. He studies basic questions related to organizational theory. One stream of his research focuses on organizational learning from performance feedback, with an emphasis on understanding the roles of risk taking, routines, rules, and time in organizational decision making. The other stream focuses on organizational identity, with an emphasis on understanding how audiences perceive and value authenticity in organizational products and services. He has conducted his research in a variety of domains, including professional sports, food and dining, and healthcare.