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 12 years’ experience from teaching in UCD, DCU, DIT and DBS, and has taught modules such as marketing management, strategic marketing, digital marketing, marketing communications, sponsorship and promotion, entrepreneurship and research methods in Dublin, Singapore and Hong Kong.
She is an active member of various research groups including EGOS, the Industrial Marketing and Purchasing Group and Business Model Community, and reviews for various academic 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 in Organization Studies, Business & Society, Marketing Theory, the Journal of Marketing Management and the International Journal of Entrepreneurial Behaviour & Research.
Current Research Project
MISFIRES - Led by Prof. Susi Geiger (UCD), the project refocuses the issues of market failures and market design from economic principles towards collaboration and participation. It will take a sociological angle to investigate problems and concerns in healthcare markets, such as overpricing, limited access to medicines and data privacy issues. The project will first ask how market failures in these markets are diagnosed and voiced, and secondly how government bodies, medical and pharmaceutical industries, patient groups and other actors can work together to address these misfires. The overall objective of the project is to guide new academic and policy thinking by establishing what research can do to make markets more inclusive and to open them up to the concerns of those who are let down by them. It will leverage ethnographic field methods, archival research, digital methodologies and participatory research in a multiple case design. ERC Consolidator grants are awarded under the ‘excellent science pillar’ of Horizon 2020, the European Union’s research and innovation programme.;
More info here: https://misfires.ucd.ie/about/
Research Publications
Journal Publication List
Geiger, Susi and Nicole Gross (2019), A tidal wave of inevitable data? Assetization in the consumer genomics testing industry. Business & Society (ahead of print), 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): 1172-1195, 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 Vol 39 (10):1357–1376. https://doi.org/10.1177/0170840617717098
Geiger, S. and Gross, N. (2017), Points of no return? Affective circulation, market investments and hype cycles, Marketing Theory Vol. 17 (4) 435-454. https://doi.org/10.1177/1470593117692024
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):185-209, https://doi.org/10.1108/IJEBR-02-2016-0049
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): 38-55
Gross, N., Connolly, N.G. and McNamara, P. (2016), Scaling up a Technology SME: Business Model Innovation at HaylioMed, Teaching Notes, Business Case Journal
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. (2014), 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):105 – 127, https://doi.org/10.1108/JRME-01-2014-0003
Publications in 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
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?, Macromarketing Conference Proceedings, Technology and Marketing Track
Gross, N., Ryazanova, O, Connolly, N., and McNamara, P. (2016), Integrative or Autonomous? Mental Models and Experimentation-Driven Business Model Innovation, Academy of Management Conference Proceedings
Connolly, N.G., Gross, N. and McNamara, P. (2015), Tracing the Business Model: A Bibliometric Study of Intellectual Roots, Academy of Management Conference Proceedings, Business Policy & Strategy Track
Conference Papers
Gross, N. and Geiger, S. (2017), ‘A tidal wave of inevitable data’: Reflections on the assetization and valorization of consumer genetics, Conference Abstract, Sub-theme 28: The Politics of Valuation, submitted for EGOS Conference, Copenhagen, 6-8 July 2017
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?, Conference Paper, Macromarketing Conference, Dublin, Ireland, 13-15 July 2016
Gross, N., Ryazanova, Connolly, N., and McNamara, P. (2016), Integrative or Autonomous? Mental Models and Experimentation-Driven Business Model Innovation, Conference Paper, Academy of Management Conference, California, United States, 5-9 August 2016
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?, Conference Paper, Macromarketing Conference, Dublin, Ireland, 13-15 July 2016
Gross, N., Ryazanova, Connolly, N., and McNamara, P. (2016), Why can I not scale? – How cognitive frames influence/impair business model innovation, Industrial Paper, R&D Management Conference, Cambridge (UK), 3-6 July 2016
Geiger, S. and Gross, N. (2016), Can a Market Device Make a Market More Moral? The Case of the Geneva Medicines Patent Pool, 28th Annual Meeting Conference of the Society for the Advancement of Socio-Economics, Berkeley, 24-26 June 2016
Geiger, S. and Gross, N. (2016), From electronic health records to quantified cyborgs: how health practices are modelled through promissories?, Conference Paper, Interdisciplinary Market Studies Workshop, Edinburgh, United Kingdom, 8-10 June 2016
Geiger, S. and Gross, N. (2016), From electronic health records to mindful cyborgs: How expectations shape markets, Conference Paper, Academy of Marketing Science , Florida, United States, 18-21 May 2016
Geiger, S. and Gross, N. (2015), eHealth Markets between Wonder and Woe: Shaping Health Practices through Promissories, Conference Paper, Society for Social Science Studies Conference (4S Conference), Denver, Colorado, 11-14 November 2015
Connolly, N.G., Gross, N. and McNamara, P. (2015), Tracing the Business Model: A Bibliometric Study of Intellectual Roots, Conference Paper, Academy of Management Conference, Vancouver, Canada, 7-11 August 2015
Geiger, S. and Gross, N. (2015), Medicine Patent Pools: Redevising the Pharma Market or a Case of ‘plus ça change…’?, Conference Paper, EGOS Conference, Athens, Greece, 2-4 July 2015
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, EGOS Conference, Athens, Greece, 2-4 July 2015
Gross, N. and Laamanen, M. and Geiger, S. (2015), Small Firms, Marketing Practise and Marketing Competencies: Insights from the Field, Conference Paper, Postdoc Workshop at EGOS Conference, Athens, Greece, 29June - 1 July 2015
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, Innovation in HealthCare Interdisciplinary Summer School “Social Sciences Meet Health Care”, Dresden, Germany, September 2014
Gross, N. (2012), Unfolding the Change Process in SME Marketing Competency: A Participative Case Study, Conference Paper, Irish Academy of Management Conference, Maynooth, Ireland, 5 – 7 September 2012
Gross, N. Lawlor, K. and McBride, C. (2009), Interactive Networks as Competitive Strategy for Small High-Tech Enterprises, Conference Paper, Industrial Marketing & Purchasing Group Conference, Marseille, France,
Gross, N. (2009), Contemporary Marketing : A High-tech SME’s Quest to Market and Grow, Doctorate Consortium Paper, Industrial Marketing & Purchasing Group Conference, Marseille, France, 1st – 2nd September 2009
Gross, N. (2009), Contemporary Marketing : A High-tech SME’s Quest to Market and Grow, Conference Paper, Marketing & Entrepreneurship Interface Research Symposium, Chicago, United States, 6 – 7 August 2009
Gross, N. (2007), Beyond Marketing Rhetoric: A Participant Ethnography of Contemporary Marketing Practice in Ireland, Doctorate Colloquium Paper, Academy of Marketing Conference, London, United Kingdom, 2-3 July 2007