Thomas Gruen

Phone: (603) 862-3360
Office: Marketing, Paul College Rm 370A, Durham, NH 03824
Thomas Gruen

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.


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

Research Interests

  • Marketing
  • Marketing Research

Courses Taught

  • ADMN 585: Marketing
  • ADMN 960: Marketing/Customer Value
  • MKTG 598: Top/Digital Marketing Agency
  • MKTG 752: Marketing Research
  • PAUL 695: Independent Study

Selected Publications

Dapena-Baron, M., Gruen, T. W., & Guo, L. (2020). Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty. Journal of Brand Management, 27(3), 355-375. doi:10.1057/s41262-019-00185-3

Parvatiyar, A., Donthu, N., & Gruen, T. (2019). Value of Outsourcing Sales and Marketing by CPG Companies in the Age of Retail Disruptions. In A. Parvatiyar, & R. Sisodia (Eds.), Handbook of Marketing Advances in the Era of Disruptions – Essays in Honor of Jagdish N. Sheth (pp. 256-265).

Gruen, T., & Corsten, D. (2018). Online Availability: A Worldwide Study of Extent, Shopper Reactions, and Strategies for Non-Food Online Retail Categories. Washington, DC: Grocery Manufacturers Association.

Bstieler, L., Gruen, T., Akdeniz, B., Brick, D., Du, S., Guo, L., . . . Yalcinkaya, G. (2018). Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA‐UNH Doctoral Consortium. Journal of Product Innovation Management, 35(3), 300-307. doi:10.1111/jpim.12447

Guo, L., Gruen, T. W., & Tang, C. (2017). Seeing relationships through the lens of psychological contracts: the structure of consumer service relationships. Journal of the Academy of Marketing Science, 45(3), 357-376. doi:10.1007/s11747-015-0462-5

Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456. doi:10.1016/j.jbusres.2005.10.004

Corsten, D., & Gruen, T. (2003). Desperately seeking shelf availability: an examination of the extent, the causes, and the efforts to address retail out‐of‐stocks. International Journal of Retail & Distribution Management, 31(12), 605-617. doi:10.1108/09590550310507731

Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations. Journal of Marketing, 64(3), 34-49. doi:10.1509/jmkg.

Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4(4), 447-469. doi:10.1016/0969-5931(95)00026-7

Ahearne, M., Bhattacharya, C. B., & Gruen, T. (n.d.). Antecedents and Consequences of Customer-Company Identification: Expanding the Role of Relationship Marketing.. Journal of Applied Psychology, 90(3), 574-585. doi:10.1037/0021-9010.90.3.574

Most Cited Publications