Richard Gretz, Ph.D.

Associate Professor of Marketing
Ph.D. Advisor


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


Dr. Richard T. Gretz joined The University of Texas at San Antonio in 2015 as an associate professor of marketing. He received his Ph.D. in economics from Claremont Graduate University in 2005 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 empirical industrial organization, quantitative marketing and modeling and applied game theory. His research focuses on product lifecycles, marketing and market performance of entertainment goods, specifically video games and motion pictures. Additionally, he has had significant consulting experience with local government and Fortune 500 companies. He has published several scholarly articles in academic journals including The Journal of Monetary Economics, Journal of Economic Behavior and Organization and Journal of Retailing.

Research Interests

  • Empirical modeling
  • Entertainment industries
  • Two-sided markets
  • Network effects
  • Product lifecycles

Selected Publications

  • “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 R&D Policy: Societal Objectives and the Corporate Welfare Argument,” with Jannett Highfill and Robert C. Scott, Contemporary Economic Policy, Vol. 27, No. 1, 2009, pp.  28-45.
  • “Strategic Innovation and Technology Adoption in an Evolving Industry,” with Darren Filson, Journal of Monetary Economics, Vol. 51, No. 1, January 2004, pp. 89-121.