Richard Gretz, Ph.D.

Associate Professor, Ph.D. Advisor, Marketing

Richard Gretz Headshot


Dr. Richard T. Gretz joined The University of Texas at San Antonio in 2015 as an associate professor of marketing and is currently serving as the Marketing Department Ph.D. Coordinator. He received his Ph.D. in economics from Claremont Graduate University and holds undergraduate degrees in economics and political science from Westfield State College. Prior to joining UTSA, Richard held the position of associate professor of economics at Bradley University’s Foster College of Business where he also served as academic director for MBA and EMBA Programs from 2013-2015.

Richard’s specialty is applied empirical industrial organization, quantitative marketing and modeling, and applied econometrics. His research focuses on platforms and network effects, product lifecycles, marketing strategy, and entertainment industries, specifically video games and motion pictures. He has published in leading academic journals including Journal of Marketing, Strategic Management Journal, Journal of Monetary Economics, Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of Retailing, Journal of Economic Behavior and Organization, Industrial Marketing Management, Marketing Letters, and Journal of Cultural Economics, among others. Richard also has significant consulting experience with local government and Fortune 500 companies.

He has won several research awards including the Carlos Alvarez College of Business Col. Jean Piccione and Lt. Col. Philip Piccione Endowed Research Award and the Carlos Alvarez College of Business Dean’s Distinguished Research Award. Recently, Richard’s article with BJ Allen and Deepa Chandrasekaran in the Journal of Product Innovation Management in 2021 was a finalist for the Thomas P. Hustad JPIM Best Overall Paper Award.

As Marketing Department Ph.D. coordinator, Richard is heavily involved in mentoring Ph.D. students. His work was recognized in 2022 with the UTSA Graduate School Outstanding Graduate Mentor Award. Additionally, the Marketing Department Ph.D. program recently won the UTSA Graduate School Innovation in Doctoral Programming Award.

Richard’s teaching interests include applied econometrics and principles of marketing. In 2020, he was nominated for the UTSA President’s Distinguished Achievement Award for Teaching Excellence (Tenure-Track category). He also recently won the University of Münster, School of Business and Economics, Teaching Excellence Award for the 2021/2022 Academic Year for an econometrics workshop based on his applied econometrics Ph.D. course.


  • Applied Econometrics
  • Principles of Marketing

Research Interests

  • Platforms and Two-Sided Markets
  • Network Effects
  • Product Lifecycles
  • Entertainment Industries
  • Empirical Modeling
  • Marketing Strategy


  • Ph.D. Claremont Graduate University
  • M.A. Claremont Graduate University
  • B.A. Westfield State College


  • “The Tangled Webs We Weave: Examining the Effects of CEO Deception on Analyst Recommendations,” with Steven Hyde, Eric A. Bachura, Jonathan Bundy, and W. Gerry Sanders, Strategic Management Journal, Vol. 45, No. 1, 2024, pp. 66-112.
  • “Halo or Cannibalization? How New Software Entrants Impact Sales of Incumbent Software in Platform Markets,” with BJ Allen, Mark B. Houston and Suman Basuroy, Journal of Marketing, Vol. 86, No. 3, 2022, pp. 59-78.
  • “Platform Exploitation: When Service Agents Defect with Customers From Online Service Platforms,” with Qiang (Kris) Zhou, BJ Allen, and Mark B. Houston, Journal of Marketing, Vol. 86, No. 2, 2022, pp. 105-125.
  • “How Can Platforms Decrease Their Dependence on Traditional Indirect Network Effects? Innovating Using Platform Envelopment,” with BJ Allen and Deepa Chandrasekaran, Journal of Product Innovation Management, Vol. 38, No. 5, 2021, pp. 497-521.
  • “Is Everybody an Expert? An Investigation into the Impact of Professional Versus User Reviews on Movie Revenues,” with Suman Basuroy, S. Abraham Ravid, and BJ Allen, Journal of Cultural Economics, Vol. 44, No. 1, 2020, pp. 57-96.
  • “The Impact of Superstar and Non-Superstar Software on Hardware Sales: The Moderating Role of Hardware Lifecycle,” with Ashwin Malshe, Carlos Bauer, and Suman Basuroy, Journal of the Academy of Marketing Science, Vol. 47, No. 3, 2019, pp. 394-416.
  • “Rejoinder to ‘Endogeneity Bias in Marketing Research: Problem, Causes and Remedies’,” with Ashwin Malshe, Industrial Marketing Management, Vol. 77, 2019, pp. 57-62.
  • “The Impact of Advertising Content on Movie Revenues,” with Vithala R. Rao, S. Abraham Ravid, Jialie Chen, and Suman Basuroy, Marketing Letters, Vol. 28, No. 3, 2017, pp. 341-355.
  • “Why Quality May Not Always Win: The Impact of Product Generation Life Cycles on Quality and Network Effects in High-Tech Markets,” with Suman Basuroy, Journal of Retailing, Vol. 89, No. 3, 2013, pp. 231-300.
  • “Hardware Quality vs. Network Size in the Home Video Game Industry,” Journal of Economic Behavior and Organization, Vol. 76, No. 2, 2010, pp. 168-183.
  • “Strategic Innovation and Technology Adoption in an Evolving Industry,” with Darren Filson, Journal of Monetary Economics, Vol. 51, No. 1, 2004, pp. 89-121.