Heinze’s research seeks to understand organizational, institutional, and social change. She examines how individuals and organizations enact, lead, and respond to social and cultural change in their fields and industries. She is particularly interested in uncovering the tactics and strategies of social entrepreneurship, and how social change can be achieved through market mechanisms. Heinze studies theses dynamics in a variety of contexts related to sport, health, and wellness, including the NFL and concussions, integrative medicine, and good food entrepreneurs.