Research Areas research areas


  • Tom Gruen serves as professor of marketing and department chair at the University of New Hampshire (USA). Previously he was on the marketing faculty at the University of Colorado at Colorado Springs from 2001-2011, and the marketing faculty of the Goizueta Business School at Emory University from 1996-2001. He holds Ph.D., MS, and MBA degrees in Marketing from Indiana University’s Kelly School of Business. Before entering the academic world, he worked as a retail trade association executive for ten years, managing advertising and publications for membership-based organizations.

    His research focuses on the management of customer relationships. His current research interests include retail out-of-stocks in an omni-channel world, category management, sales and marketing outsourcing, brand-loyalty losses, and customer-to-customer value creation. His research has been widely published in highly respected journals including the Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Business Research, Journal of Applied Psychology, and Journal of Operations Management.

    Tom primarily teaches the MBA marketing strategy courses at UNH in their various programs, Executive, Full-Time, Evening, and On-line. He also teaches a graduate pricing course at UNH. He is a senior faculty fellow to the Big Picture Partners, working in curriculum development and design as well as teaching the Big Picture approach to marketing and sales executives.

    On a personal note, Tom lives in Portsmouth, New Hampshire with his wife, now empty-nesters. He attends St Johns Episcopal Church where he teaches 4th grade Sunday School. On nice summer days you will find him in his kayak or hanging out at the beach.
  • Selected Publications

    Academic Article

    Year Title
    2021 Accessibility and availability: A cross-cultural study of shopper responses to online retail stock-outsJournal of Global Scholars in Marketing.  31:415-432. 2021
    2020 Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyaltyJournal of Brand Management.  27:355-375. 2020
    2018 Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA-UNH Doctoral ConsortiumJournal of Product Innovation Management.  35:300-307. 2018
    2017 Seeing relationships through the lens of psychological contracts: the structure of consumer service relationshipsJournal of the Academy of Marketing Science.  45:357-376. 2017
    2016 The Role of Perceived Control in Customer Value Cocreation and Service Recovery EvaluationJournal of Service Research.  19:39-56. 2016
    2014 Who pays more (or less) for pro-environmental consumer goods? Using the auction method to assess actual willingness-to-payJournal of Environmental Psychology.  40:218-227. 2014
    2014 Value attenuation and retail out-of-stocks A service-dominant logic perspectiveInternational Journal of Physical Distribution and Logistics Management.  44:39-57. 2014
    2013 Socializing to Co-Produce: Pathways to Consumers' Financial Well-BeingJournal of Service Research.  16:549-563. 2013
    2013 Manufacturer–reseller e-business arrangements: The impact of inequity on relationship performance and the moderating role of dependenceIndustrial Marketing Management.  42:872-879. 2013
    2011 The effects of supplier-to-buyer identification on operational performance-An empirical investigation of inter-organizational identification in automotive relationshipsJournal of Operations Management.  29:549-560. 2011
    2010 The Relationship Marketing View of the Customer and the Service Dominant Logic PerspectiveJournal of business market management.  4:231-245. 2010
    2007 Customer-to-customer exchange: Its MOA antecedents and its impact on value creation and loyaltyJournal of the Academy of Marketing Science.  35:537-549. 2007
    2006 eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyaltyJournal of Business Research.  59:449-456. 2006
    2005 Antecedents and consequences of customer-company identification: expanding the role of relationship marketing.Journal of Applied Psychology.  90:574-585. 2005
    2005 How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theoryMarketing Theory.  5:33-49. 2005
    2004 The use of category management practices to obtain a sustainable competitive advantage in the fast‐moving‐consumer‐goods industryJournal of Business and Industrial Marketing.  19:444-459. 2004
    2004 Stock-Outs Cause WalkoutsHarvard Business Review.  26-28. 2004
    2004 A theoretical and empirical exploration of identification with virtual product communitiesInternational Journal of Internet Marketing and Advertising.  1:155-155. 2004
    2003 Desperately seeking shelf availability: an examination of the extent, the causes, and the efforts to address retail out‐of‐stocksInternational Journal of Retail and Distribution Management.  31:605-617. 2003
    2000 Relationship marketing activities, commitment, and membership behaviors in professional associationsJournal of Marketing.  64:34-49. 2000
    2000 When the Product is Complex, Does the Advertisement's Conclusion Matter?Journal of Business Research.  48:55-62. 2000
    2000 Determinants and outcomes of plan objectivity and implementation in category management relationshipsJournal of Retailing.  76:483-510. 2000
    1999 If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performanceInternational Journal of Research in Marketing.  16:269-284. 1999
    1997 Relationship marketing: the route to marketing efficiency and effectivenessBusiness Horizons.  40:32-38. 1997
    1995 The outcome set of relationship marketing in consumer marketsInternational Business Review.  4:447-469. 1995
    How Product Accessibility Interruption Impacts the Customer Experience JourneyJournal of Global Scholars of Marketing Science


    Year Title
    2019 Shopper Responses to Non-availability in Online Retailing: Comparing Transaction Costs and Substitution Costs 2019
    2019 Quality Criteria and Recommendations For Conducting Service-Dominant Logic Based Researh 2019
    2019 Teaching Service Dominant Logic 2019
    2019 Interrupting the Customer Journey: What happens to the shopper when we place obstacles in their path to purchase? 2019
    2018 Interrupting the Customer Journey: A Six Country Examination of Online Shoppers' Switching Behavior When the Item they Want is Unavailable, 2018
    2018 Online Availability 2018
    2018 Online Availability in Omnichannel Retail 2018
    2017 Now You See It, Now You Don't: The Impact of Online Channel Availability on Consumer Behavior and Sales 2017
    2017 Now You See It, Now You Don't: The Impact of Online Channel Availability on Consumer Behavior and Sales 2017
    2017 Integrating Service Dominant Logic into the MBA Marketing Core Course 2017
    2017 A Study of Availability to Purchase in Online Retailing 2017
    2017 Click and Frustrate: The Availability Problem in Fast Moving Consumer Goods Online Retailing 2017
    2017 Research Opportunities in Retailing Channels 2017
    2017 Omnichannel Availability Study 2017
    2015 Product Availability in an Omnichannel Retail World 2015


    Year Title
    2018 Online Availability: A Worldwide Study of Extent, Shopper Reactions, and Strategies for Non-Food Online Retail Categories 2018
    2007 A Comprehensive Guide to Retail Out-of-stock Reduction in the Fast-moving Consumer Goods Industry 2007


    Year Title
    2020 Recommendations for Conducting Service-Dominant Logic Research.  281-297. 2020
    2019 Value of Outsourcing Sales and Marketing by CPG Companies in the Age of Retail Disruptions.  256-265. 2019
    2015 Out-Of-Stock.  141-142. 2015
    2015 Aligning the Service Dominant Logic and the Relationship Marketing View of the Customer.  230-248. 2015

    Conference Paper

    Year Title
    2017 Online Shoppers Switching Behavior When the Item they Want is Not Available 2017
    2017 The Availability Problem in On-Line Fast-Moving Consumer Goods Retailing 2017
    2014 A Win-Win Game in Environmental Turbulence: Gaining Customer Compliance through Goal Commitment and Organizational Commitment 2014
    2013 A Review of Service Dominant Logic Research 2004-2011 2013
    2012 Value-attenuation in distribution networks – insights from a service dominant-logic perspective on retail out-of-stocks 2012
    2011 A Retail Inventory Policy for Time-dependent Cyclical Demand 2011
    1994 Using membership as a marketing tool: Issues and applicationsRELATIONSHIP MARKETING: THEORY, METHODS AND APPLICATIONS. 287-296. 1994

    Teaching Activities

  • Top/Digital Marketing Agency Taught course 2021
  • Retail Management Taught course 2020
  • Top/Digital Marketing Agency Taught course 2020
  • Marketing/Customer Value Taught course 2020
  • Marketing/Customer Value Taught course 2020
  • Marketing/Customer Value Taught course 2020
  • Independent Study Taught course 2020
  • Top/Digital Marketing Agency Taught course 2020
  • Marketing/Customer Value Taught course 2019
  • Marketing/Customer Value Taught course 2019
  • Top/Digital Marketing Agency Taught course 2019
  • Independent Study Taught course 2019
  • Marketing Taught course 2019
  • Marketing Research Taught course 2019
  • Marketing/Customer Value Taught course 2018
  • Marketing Management Taught course 2017
  • Marketing Management Taught course 2017
  • Marketing Management Taught course 2017
  • Marketing Management Taught course 2016
  • Marketing Management Taught course 2015
  • Marketing Management Taught course 2015
  • Marketing Management Taught course 2014
  • Marketing Management Taught course 2014
  • Marketing Management Taught course 2014
  • Marketing Management Taught course 2014
  • Education And Training

  • B.A. Political Science, Gordon College
  • M.B.A. Marketing, Indiana University
  • M.S. Marketing, Indiana University
  • Ph.D. Managerial Marketing, Indiana University
  • Full Name

  • Thomas Gruen