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Thomas S. Gruca

Thomas S. Gruca

Marketing

Professor and Faculty Director, MBA Marketing Career Academy
Henry B. Tippie Research Professor of Marketing

  319-335-0946
  S356  Pappajohn Business Building
The University of Iowa, Iowa City, IA 52242-1994

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 First Year Core Faculty of the Year, April 2014
  • MBA Marketing Academy Faculty of the Year, 2013
  • MBA Marketing Elective Faculty Member of the Year , 2006
  • Named “Outstanding Faculty” in Business Week Guide to the Best Business Schools, 8th Edition (McGraw-Hill), 2003
  • Named “Outstanding Faculty” in Business Week Guide to the Best Business Schools, 7th Edition (McGraw-Hill), 2001
  • Named “Outstanding Faculty” in Business Week Guide to the Best Business Schools, 6th Edition (McGraw-Hill), 1999
  • MBA Association Distinguished Faculty Award, 1998
  • MBA Association Distinguished Faculty Award, 1997
  • Named “Outstanding Faculty” in Business Week Guide to the Best Business Schools, 4th Edition (McGraw-Hill), 1995
  • Named “Outstanding Faculty” in Business Week Guide to the Best Business Schools, 3rd Edition (McGraw-Hill), 1993

Selected Publications

Sponsored Research

  • Active Learning in Undergraduate Education Using the Iowa Electronic Markets (IEM), Thomas A. Rietz, Joyce E. Berg, Thomas S. Gruca, Robert Forsythe. National Science Foundation
  • Enhancing Economic Literacy Through the Iowa Electronic Market, Thomas A. Rietz, Joyce E. Berg, Thomas S. Gruca, Robert Forsythe. U.S. Department of Education, Fund for the Improvement of Post-Secondary Education

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

Presentations

  • Trends in Medical Oncology Outreach in Iowa, Kohn Colloquium, UI Department of Geography and Sustainability Sciences, Iowa City, February 2015
  • Prospective Participants’ Attitudes toward Clinical Trials, Sixth Annual Clinical Research Management Workshop, CTSA Consortium, Washington, D.C., June 2013
  • 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
  • MBA Core Committee, 1995-current
  • Ph.D. Program Director, 2008-2014
  • Dean’s Advisory Council, 2009-2011
  • UI VP for Research, Social Science Review Committee, 2003-2008
  • Elected Faculty Council, 2005-2007