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
Published Papers
Gross, N. (2024). A powerful potion for a potent problem: transformative justice for generative AI in healthcare, AI and Ethics, https://doi.org/10.1007/s43681-024-00519-1
Gross, N. and Geiger, S. (2023). Choreographing for public value in digital health?, Big Data & Society, (Impact Factor 8.9), 10 (2). ISSN 20539517, https://doi.org/10.1177/20539517231220622
Gross, N. (2023). What ChatGPT Tells Us about Gender: A Cautionary Tale about Performativity and Gender Biases in AI, Social Sciences (Impact Factor 2.0), 12(8): 435. https://doi.org/10.3390/socsci12080435
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 (Impact Factor 2.0), 12(12):679. https://doi.org/10.3390/socsci12120679
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
Geiger, S. and Gross, N. (2023). Tech sharing, not tech hoarding: Covid-19, global solidarity, and the failed responsibility of the pharmaceutical industry, Organization (ABS3; Impact Factor 4.6), 31(3): 567-582 https://doi.org/10.1177/13505084221145666
Geiger, S. and Gross, N. (2022). Leaning in or falling over? Epistemological liminality and the knowledges that make a market, Journal of Cultural Economy (ABS2; Impact Factor 6.2), https://doi.org/10.1080/17530350.2022.2058057
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 (Impact Factor 5.21), 10(3), 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 (ABS2; Impact Factor 5.4), 38(3-4): 309-332. 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 (ABS3; Impact Factor 7.2), 60(3): 614-649. 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 (ABS2; Impact Factor 5.4), 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 (ABS4; Impact Factor 7.2). 39(10): 1357-1376. https://doi.org/10.1177/0170840617717098
Geiger, S. and Gross, N. (2017). Does hype create irreversibilities? Affective circulation and market investments in digital health, Marketing Theory (ABS3; Impact Factor 3.6), 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 (ABS3; Impact Factor 6.4); 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 and Teaching Notes. Business Case Journal; 23(2): 38-55 https://mural.maynoothuniversity.ie/11320/
Gross, N., Connolly, N.G. and McNamara, P. (2015). Connected Health Technology: Private Pharmacies Competing Innovatively in Ireland, Case Study and Teaching Notes, Ivey Publishing, https://hbsp.harvard.edu/product/W15523-PDF-ENG
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 (Impact Factor 2.91). 16 (2): 105-127 https://doi.org/10.1108/JRME-01-2014-0003
Published Policy Papers
Gross, N. (2024). Addressing Data Inequalities for Artificial Intelligence Technologies in Healthcare: Ways Forward for Policymaking, Dublin City Community Coop, https://dublincitycommunitycoop.ie/reports/addressing-data-inequalities-for-artificial-intelligence-ways-forward-for-policymaking/
Gross, N. and Geiger, S. (2023). Covid-19, global solidarity, and the case for equitable vaccine distribution through technology transfers, Publicpolicy.ie, https://publicpolicy.ie/covid/covid-19-global-solidarity-and-the-case-for-equitable-vaccine-distribution-through-technology-transfers/
Published Book Chapters
Gross, N. and Geiger, S. (2025). Digital Therapeutics (DTx) as a 'Technical Milieu': Overcoming Psychic and Economic Alienation Rather Than Playing Catch-up, in Marent, B. (eds), DeGruyter Handbook for Digital Health & Society (forthcoming)
Gross, N. and Geiger, S. (2024). Tinkering in Markets for Collective Goods: Experiments, Exceptionalities and the Case of HIV Medications, in Geiger, S., Mason, K., Pollock, N., Roscoe, P., Ryan, A. and Trompette, P. (eds) Market Studies: An Interdisciplinary Approach to Mapping, Theorizing and Impacting Market Action, Cambridge University Press, Cambridge, pp.23-37, https://doi.org/10.1017/9781009413961.003
Gross, N. (2023). Critical Reflexivity as the Last Frontier to Uncover and Change the Ideologies Buried Behind Practices, in Higgins, D., Jones, P., Brentnall, C. and McGowan, P. (eds) Nurturing Modalities of Inquiry in Entrepreneurship Research: Seeing the world through the eyes of those who research, Emerald Publishing, pp. 241-256. https://doi.org/10.1108/S2040-724620230000017015
Gross, N. (2022). The challenges and methods of understanding, contextualizing and uncovering silent entrepreneurship practices, in Thompson, N., Byrne, O., Jenkins, A. and Teague, B. (eds). The Research Handbook on Entrepreneurship as Practice, Elgar Publishing, pp.222-234, https://doi.org/10.4337/9781788976831.00021
Other Publications
Gross, N., van Kolfschooten, H. and Beck, A. (2025), Rapid Response: Why the EU AI Act Falls Short on Preserving What Matters in Health, BMJ, 30 April 2025
Gross, N. (2024), Is the EU doing enough to protect health data from AI-powered Big Tech?, Silicon Republic, 15 October 2024
Gross, N. (2024), Mental health apps: Not a friend but a foe for public health (Opinion). European Public Health Alliance Publications. 23 September 2025
Gross, N. (2023), Research First Fridays: What Does Marketing Have To Do With Equality?, National College of Ireland Blog, 31 March 2023.
Geiger, S. and Gross, N. (2021), If it’s free, you are the product – The perils of assetizing consumers’ genetic profiles, Business & Society, 9 June 2021, ISSN 2673-6888
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. 325-32. https://link.springer.com/chapter/10.1007/978-3-319-45596-9_64
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. https://journals.aom.org/doi/abs/10.5465/ambpp.2016.15886abstract
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. http://proceedings.aom.org/content/2015/1/13390.short