Biography
Nicole received her PhD in marketing from DIT in 2012 and between 2013 and 2017, she worked as a Postdoctoral Research Fellow in UCD (Applied Research Centre for Connected Health). Nicole has 15 years’ experience from teaching in UCD, DCU, DIT and DBS, and has taught a wide variety of marketing, management and entrepreneurship-related modules in Ireland, Singapore and Hong Kong.
She is an active member of various research groups including European Group for Organizational Studies, Misfires (https://misfires.ucd.ie/) and the Entrepreneurship-as-practice community. She is also a regular reviewer for various ABS-ranked journals. Her research interests include high-tech marketing especially in healthcare markets, market making and market shaping, practice-research, business models and market innovation.
Her research has been published widely, including in Organization Studies, Organization, Business & Society, Marketing Theory, the Journal of Marketing Management and the International Journal of Entrepreneurial Behaviour & Research. Three case studies have also been published, including an Ivey Case.
Current Research Project
Led by Dr. Nicole Gross, this project looks at 'the promises and perils of ChatGPT AI for healthcare: A Data Justice Perspective for Ireland'. Generative AI technologies like ChatGPT are a new, yet powerful trend. When it comes to healthcare, AI promises to change healthcare in previously unimaginable ways. Ireland supports the implementation and use of AI-based technologies to improve public health and make healthcare more inclusive/accessible. However, research and experience shows that the data-hungry business models of big tech do not put social values first. This research, in collaboration with the Dublin Inner City Community Co-operative Society (https://dublincitycommunitycoop.ie/), explores the promises and perils of AI for Irish healthcare, in particular the power, politics and justice issues that come with data generation, use and ownership. The project will leverage in-depth interviews, archival research and ethnographic field methods in a multi-method qualitative research design. Funding for the project is provided by the Irish Research Council under the New Foundations Grant scheme 2023/2024.
Research Publications
Journal Articles
Gross, N. and Geiger, S. (2023), Choreographing for public value in digital health? Big Data & Society, 10 (2). ISSN 20539517, https://doi.org/10.1177/20539517231220622
Gross, N. and Geiger, S. (2023), Covid-19, global solidarity, and the case for equitable vaccine distribution through technology transfers. Public Policy.
Gross, N. (2023), What ChatGPT Tells Us about Gender: A Cautionary Tale about Performativity and Gender Biases in AI, Social Sciences, 12 (8), ISSN 2076-0760, https://doi.org/10.3390/socsci12080435
Geiger, S. and Gross, N. (2023), Tech sharing, not tech hoarding: Covid-19, global solidarity, and the failed responsibility of the pharmaceutical industry, Organization, https://doi.org/10.1177/13505084221145666
Gross, N. and Geiger, S. (2023), A Multimethod Qualitative Approach to Exploring Multisided Platform Business Models in Health Care, Sage Research Methods: Business, https://doi.org/10.4135/9781529670547
Gross, N. and Mothersill, D. (2023), Surveillance Capitalism in Mental Health: When Good Apps Go Rogue (and What Can Be Done about It). Social Sciences, 12 (12).
Geiger, S. and Gross, N. (2022), Leaning in or falling over? Epistemological liminality and the knowledges that make a market, Journal of Cultural Economy, ISSN 1753-0369,
https://doi.org/10.1080/17530350.2022.2058057
Geiger, S. and Gross, N. (2021), If it’s free, you are the product – The perils of assetizing consumers’ genetic profiles, Business & Society, ISSN 2673-6888
Gross, N., Byers, V. and Geiger, S. (2021), Digital health's impact on integrated care, carer empowerment and patient-centeredness for persons living with dementia, Health Policy and Technology, 10 (3), ISSN 2211-8837, https://doi.org/10.1016/j.hlpt.2021.100551
Gross, N. and Laamanen, M. (2021), ‘Hey, you there! Marketing!’ On ideology and (mis)interpellation of the marketing educator as subject, Journal of Marketing Management, 38 (4), pp. 309-332, ISSN 1472-1376, https://doi.org/10.1080/0267257X.2021.1944896
Geiger, S. and Gross, N. (2019), A tidal wave of inevitable data? Assetization in the consumer genomics testing industry, Business & Society, 60 (3), pp. 614-649, ISSN 1552-4205, https://doi.org/10.1177/0007650319826307
Gross, N. and Laamanen, M. (2018), ‘The knowledgeable marketing practitioner’: practice and professional knowing in marketing work, Journal of Marketing Management, 34(13-14), pp. 1172-1195, ISSN 1472-1376,
https://doi.org/10.1080/0267257X.2018.1542412
Geiger, S. and Gross, N. (2018), Market Failures and Market Framings: Can a market be transformed from the inside?, Organization Studies, 39 (10), pp. 1357-1376, ISSN 1741-3044, https://doi.org/10.1177/0170840617717098
Gross, N. and Geiger, S. (2017), Liminality and the Entrepreneurial Firm: A Process Model and Research Agenda, International Journal of Entrepreneurial Behavior & Research, 23 (2), pp. 185-209, https://doi.org/10.1108/IJEBR-02-2016-0049
Geiger, S. and Gross, N. (2017) Does hype create irreversibilities? Affective circulation and market investments in digital health, Marketing Theory, 17 (4), pp. 435-454, ISSN 1741-301X.
Gross, N., Connolly, N.G. and McNamara, P. (2016), Scaling up a Technology SME: Business Model Innovation at HaylioMed, Case Study, Business Case Journal, 23 (2), pp. 38-55, ISSN 1937-8459.
Gross, N., Connolly, N.G. and McNamara, P. (2016), Scaling up a Technology SME: Business Model Innovation at HaylioMed, Teaching Notes, Business Case Journal, 23 (2), ISSN 1937-8459.
Gross, N., Connolly, N.G. and McNamara, P. (2015), Connected Health Technology: Private Pharmacies Competing Innovatively in Ireland, Case Study, Ivey Publishing.
Gross, N., Connolly, N.G. and McNamara, P. (2015), Connected Health Technology: Private Pharmacies Competing Innovatively in Ireland, Teaching Notes, Ivey Publishing.
Gross, N., Carson, D. and Jones, R. (2014), Beyond Rhetoric: Re-thinking Entrepreneurial Marketing from a Practice Perspective, Journal of Research in Marketing and Entrepreneurship, 16 (2), pp. 105-127,
https://doi.org/10.1108/JRME-01-2014-0003
Book Chapters
Gross, N. (2023), Critical Reflexivity as the Last Frontier to Uncover and Change the Ideologies Buried Behind Practices. In: Nurturing Modalities of Inquiry in Entrepreneurship Research: Seeing the World Through the Eyes of Those who Research. Contemporary Issues in Entrepreneurship Research, 17, Emerald Publishing, ISBN 9781802621860.
Gross, N. (2022), The challenges and methods of understanding, contextualizing and uncovering silent entrepreneurship practices, In: Thompson, N. A., Byrne, O., Jenkins, A. and Teague, B. T. (Eds.), Research Handbook on Entrepreneurship as Practice, Edward Elgar Publishing, pp. 222-234, ISBN 9781788976824.
Conference Proceedings
Geiger, S. and Gross, N. (2017), From Electronic Health Records to Mindful Cyborgs: How Expectations Shape Markets (An Abstract), In: Creating Marketing Magic and Innovative Future Marketing Trends, Proceedings of the 2016 Academy of Marketing Science Annual Conference, pp. 325-326, ISBN 9783319455969.
Gross, N., Ryazanova, O, Connolly, N., and McNamara, P. (2016), Integrative or Autonomous? Mental Models and Experimentation-Driven Business Model Innovation, In: Academy of Management Conference Proceedings, 2016 (1), p. 15886, ISSN 2151-6561.
Connolly, N.G., Gross, N. and McNamara, P. (2015), Tracing the Business Model: A Bibliometric Study of Intellectual Roots, In: Academy of Management Conference Proceedings, 2015 (1), p. 13390, ISSN 2151-6561.
Conference Papers
Geiger, S. and Gross, N. (2020), The Institutional Making and Un-Making of Markets: The Case of HIV Medications, In: 36th EGOS Colloquium 2020, 2-4 July 2020, University of Hamburg, Germany.
Gross, N. and Geiger, S. (2017), ‘A tidal wave of inevitable data’: Reflections on the assetization and valorization of consumer genetics (Conference Abstract), In: 33rd EGOS Colloquium. EGOS, Copenhagen, Denmark.
Gross, N., Geiger, S. and Quinlan, M. (2016), The Assetization of Everyday Life: Your Passenger Seat, your Back Bedroom and your Dinner Table… and your Genome?, In: 41st Annual Macromarketing Conference. The Macromarketing Society, Inc., Dublin, Ireland.
Gross, N., Ryazanova, O., Connolly, N., and McNamara, P. (2016), Why can I not scale? – How cognitive frames influence/impair business model innovation, In: R&D Management Conference. RADMA, Cambridge, United Kingdom.
Geiger, S. and Gross, N. (2016), Can a Market Device Make a Market More Moral? The Case of the Geneva Medicines Patent Pool, In: 28th SASE Annual Meeting. Society for the Advancement of Socio-Economics, Berkeley, California.
Geiger, S. and Gross, N. (2016), From electronic health records to quantified cyborgs: how health practices are modelled through promissories?, In: Interdisciplinary Market Studies Workshop. IMSW, Edinburgh, United Kingdom.
Geiger, S. and Gross, N. (2015), eHealth Markets between Wonder and Woe: Shaping Health Practices through Promissories, In: 4S Annual Meeting. Society for Social Studies of Science, Denver, Colorado.
Geiger, S. and Gross, N. (2015), Medicine Patent Pools: Redevising the Pharma Market or a Case of ‘plus ça change…’?, In: 31st EGOS Colloquium. EGOS, Athens, Greece.
Gross, N., Connolly, N.G. and McNamara, P. (2015), Business models in action: constructing a dynamic framework to navigate the business model innovating process (Conference Poster), In: 31st EGOS Colloquium. EGOS, Athens, Greece.
Gross, N. and Laamanen, M. and Geiger, S. (2015), Small Firms, Marketing Practise and Marketing Competencies: Insights from the Field, In: 31st EGOS Colloquium. EGOS, Athens, Greece.
Quinlan, M, Geiger, S., McNamara, P., Connolly, N., Gross, N., Heffernan, E.(2014), Unlocking the Potential Market for Connected Health - Results from a Mixed Methods Study (Conference Poster), In: Interdisciplinary Summer School (ISS) Social Sciences meet Health Care. InnoTech4Health, Dresden, Germany.
Gross, N. (2012), Unfolding the Change Process in SME Marketing Competency: A Participative Case Study, In: Irish Academy of Management (IAM) Annual Conference. Irish Academy of Management, Maynooth, Ireland.
Gross, N. Lawlor, K. and McBride, C. (2009), Interactive Networks as Competitive Strategy for Small High-Tech Enterprises, In: 25th Industrial Marketing and Purchasing Group Conference. IMP Group, Marseilles, France.
Gross, N. (2009), Contemporary Marketing: A High-tech SME’s Quest to Market and Grow (Doctorate Consortium Paper), In: 25th Industrial Marketing and Purchasing Group Conference. IMP Group, Marseilles, France.
Gross, N. (2009), Contemporary Marketing: A High-tech SME’s Quest to Market and Grow, In: UIC Symposium on Marketing and Entrepreneurship. GRCME, Chicago, Illinois.
Gross, N. (2007), Beyond Marketing Rhetoric: A Participant Ethnography of Contemporary Marketing Practice in Ireland (Doctorate Colloquium Paper), In: 40th Academy of Marketing Conference. Academy of Marketing, London, United Kingdom.