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Thomas S. Gruca

Professor, Director of PhD Program in Marketing, and Faculty Director, MBA Marketing Career Academy
 Henry B. Tippie Research Professor of Marketing
Marketing
S356  John Pappajohn Bus Bldg
The University of Iowa, Iowa City, IA 52242-1994		 Ph: 319-335-0946
Fax: 319-335-3690
E-mail: thomas-gruca@uiowa.edu

Academic History

  • PhD in Decision and Information Sciences, University of Illinois, 1989
  • MBA in Management Information Systems, University of Illinois, 1985
  • BS in Mathematics and Computer Science, University of Illinois - Chicago, 1983

Expertise

  • Health care
  • Interface of finance and marketing
  • Marketing strategy
  • Prediction markets

Awards

  • MBA Marketing Elective Faculty Member of the Year (2005-2006 academic year), 2006

Selected Publications

Working Papers

  • Fundamental Analysis, Overconfidence and Investor Returns, Thomas S. Gruca, Sheila Goins,
  • The Impact of Explanation-Based Preferences on Investor Portfolios and Market Prices, Michael Cipriano, Thomas S. Gruca
  • Bringing Cancer Care to Rural Iowans: Determinants of the Location and Frequency of Medical Oncology Visiting Consultant Clinics, Thomas S. Gruca, Inwoo Nam, Roger Tracy
  • A Brand Choice Model for the Analysis of New Product Positioning, Kyuseop Kwak, Gary J. Russell, Thomas S. Gruca

    Other Work

    • Prediction Markets, Thomas S. Gruca, International Encyclopedia of Marketing, Volume 5: Product Innovation and Management (ed. Barry Bayus) , 2011

      Prior Positions

      • Assistant Professor of Marketing, University of Massachusetts at Amherst, 1988 - 1991

        Professional Affiliations

        • Editorial Board Member, Marketing Letters, 2001 - 2011

        Presentations

        • Wisdom within the crowd: Does better information lead to higher returns?, 2009 Marketing Science Conference, INFORMS, Ann Arbor, MI, July 2009
        • What Can Markets Teach Us, and Can They Really Predict? - External Prediction Markets, Collective Intelligence Forum II, The Highlands Forum, Phoenix, AZ, October 2008
        • Brand Equity, Cash Flow Certainty, and Systematic Equity Risk, Marketing Science Conference, INFORMS, Vancouver, BC, June 2008
        • Brand Equity, Firm Performance and Shareholder Value, III Encontro de Marketing, ANPAD, Curitiba, RS, Brazil, May 2008
        • Positioning, Revising and Publishing Research in Marketing and Strategy, Unisinos School of Business, Sao Leopoldo, RS, Brazil, May 2008
        • The Effect of Value Dynamics and Path Dependence on Firm Performance, Studying Path Dependencies of Businesses, Institutions and Technologies, Freie Universitaet, Berlin-Dahlem, Germany, February 2008
        • Public Signal Bias and Prediction Market Accuracy, The Growth of Gambling and Prediction Markets: Economic and Financial Implications, University of California - Riverside, Palm Desert, CA, May 2007
        • Where do crowds get their wisdom?, Prediction Markets in Marketing: Issues, Challenges and Research Opportunities, March 2007
        • What Marketing Researchers Need to Know about Prediction Markets, 17th Advanced Research Techniques Forum, June 2006

        Committees and Professional Service

        • MBA Marketing Career Academy, 2008-current
        • IEM Steering Committee, 1996-current
        • Dean’s Advisory Council, 2009-2011
        • UI VP for Research, Social Science Review Committee, 2003-2008
        • Elected Faculty Council, 2005-2007