Richard T. Gretz

Dr. Richard T. Gretz is an Associate Professor of Marketing and Ph.D. Coordinator in the Marketing Department at The University of Texas at San Antonio (UTSA). He holds a Ph.D. in Economics from Claremont Graduate University and undergraduate degrees in Economics and Political Science from Westfield State College. His research focuses on platforms/network effects, product lifecycles, marketing strategy, and entertainment industries (video games/motion pictures). He has published in top journals like Journal of Marketing and Strategic Management Journal.

Teaching responsibilities include Applied Econometrics and Principles of Marketing. He received the UTSA Graduate School Outstanding Mentor Award (2022) and the University of Münster Teaching Excellence Award (2021/22). His research has been recognized with the Piccione Endowed Research Award and the Dean’s Distinguished Research Award. He consults for Fortune 500 companies and local governments.

Key research themes include platform exploitation dynamics, software-hardware interactions, and the impact of professional vs. user reviews on entertainment industries. He has advised numerous Ph.D. students through UTSA’s Marketing Department program, which recently won an Innovation in Doctoral Programming Award.