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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
thomas-gruca@uiowa.edu
S356  John Pappajohn Bus Bldg
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 Core Teacher 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

  • Reaching Rural Patients through Otolaryngology Visiting Consultant Clinics, Thomas S. Gruca, Inwoo Nam, Roger Tracy, Otolaryngology - Head and Neck Surgery , 2014 - Publication Details Forthcoming
  • Trends in Medical Oncology Outreach Clinics in Rural Areas, Thomas S. Gruca, Inwoo Nam, Roger Tracy, Journal of Oncology Practice, 2014 - Publication Details Forthcoming
  • Improving Access to Urologic Care for Rural Populations Through Outreach Clinics, Matthew Uhlman, Thomas S. Gruca, Megan T. Bing, Roger Tracy, Bradley A. Erickson, Urology, vol 82, 2013, 1272-1276
  • The Influence of Visiting Consultant Clinics on Measures of Access to Cancer Care: Evidence from the State of Iowa, Roger Tracy, Inwoo Nam, Thomas S. Gruca, Health Services Research, vol 48, 2013, 1719-1729
  • The Effects of Sensitization and Habituation in Durable Goods Markets , Guilherme Liberali, Thomas S. Gruca, Walter Nicque, European Journal of Operational Research, vol 212, 2011, 398-410
  • A Bayesian Factor Analytic Model to Investigate Consumer Price Sensitivities Across Categories, Sri Devi Duvvuri, Thomas S. Gruca, Psychometrika, vol 75, 2010, 558-578
  • Excess Loyalty in CPG Markets: A Comprehensive Examination, Sang-Uk Jung, Thomas S. Gruca, Lopo L. Rego, Journal of Empirical Generalisations in Marketing Science , vol 13, 2010, 1-13
  • The Effects of Competition on Referral Alliances of Professional Service Firms, Inwoo Nam, Thomas S. Gruca, Roger Tracy, Organization Science, vol 21, 2010, 216-231
  • Core Competency and Cost Stickiness: A Note, Ramji Balakrishnan, Thomas S. Gruca, Contemporary Accounting Research, vol 24, 2008, 993-1006
  • Incentive and Accuracy Issues in Movie Prediction Markets, Thomas S. Gruca, Joyce E. Berg, Michael Cipriano, Journal of Prediction Markets, vol 2, 2008, 29-43
  • Public Signal Bias and Prediction Market Accuracy, Thomas S. Gruca, Joyce E. Berg, Journal of Prediction Markets, vol 1, 2007, 219-231
  • Customer Satisfaction, Cash Flow and Shareholder Value, Thomas S. Gruca, Lopo R. Rego, , Journal of Marketing, vol 69, 2005, 115-130
  • Reducing Adverse Selection through Customer Relationship Management, Thomas S. Gruca, Yong Cao, Journal of Marketing, vol 69, 2005, 219-229
  • Consensus and Differences of Opinion in Electronic Prediction Markets, Thomas S. Gruca, Joyce E. Berg, Michael Cipriano, Electronic Markets, vol 15, 2005, 13-22
  • The Influence of Pre and Post Purchase Service on Prices in the Online Book Market, Thomas S. Gruca, Yong Cao, Journal of Interactive Marketing, vol 18, 2004, 51-62
  • Hospital Web Sites: Promise and Progress, Thomas S. Gruca, Doug Wakefield, Journal of Business Research, vol 57, 2004, 1021-1025
  • Internet Pricing, Price Satisfaction and Customer Satisfaction, Thomas S. Gruca, Yong Cao, Bruce Klemz, International Journal of Electronic Commerce, vol 8 (2), 2004, 31-50
  • The Effect of Electronic Markets on Forecasts of New Product Success, Thomas S. Gruca, Joyce Berg, Michael Cipriano, Information Systems Frontiers, vol 5, 2003, 95-105
  • Optimal New Product Positioning: A Genetic Algorithm Approach, Thomas S. Gruca, Bruce Klemz, European Journal of Operational Research, vol 146, 2003, 621-633
  • Sibling Brands, Multiple Objectives and Response to Entry: The Case of the Marion Retail Coffee Market, Thomas S. Gruca, D. Sudharshan, K. Ravi Kumar, Journal of the Academy of Marketing Science, vol 30, 2002, 59-69
  • Managerial Evaluation of Potential Entrants: Processes and Pitfalls, Thomas S. Gruca, Bruce Klemz, International Journal of Research in Marketing, vol 18, 2001, 37-51
  • Marketing Mix Response to Entry in Segmented Markets, Thomas S. Gruca, D. Sudharshan, K. Ravi Kumar, International Journal of Research in Marketing, vol 18, 2001, 53-66.
  • The Technical Efficiency of Hospitals under a Single Payer System: The Case of Ontario Community Hospitals, Thomas S. Gruca, Deepika Nath, Health Care Management Science, vol 4, 2001, 91-101
  • Corporate Giving Behavior and Decision-Maker Social Consciousness, Lee Campbell, Charles M. Gulas, Thomas S. Gruca, Journal of Business Ethics, vol 19, 1999, 375-383
  • Industrial Pricing: Theory and Managerial Practice, Peter M. Noble, Thomas S. Gruca, Marketing Science, vol 19, 1999, 435-454
  • Convergence across Alternative Methods for Forming Strategic Groups, Deepika Nath, Thomas S. Gruca, Strategic Management Journal, vol 18, 1997, 745-760
  • The Effect of Service Capability on Operating Costs: An Empirical Study of Ontario Hospitals, Ramji Balakrishnan, Thomas S. Gruca, Deepika Nath, Contemporary Accounting Research, vol 13, 1996, 177-207
  • A Framework for Entry Deterrence Strategy: The Competitive Environment, Choices and Consequences, Thomas S. Gruca, D. Sudharshan, Journal of Marketing, vol 59, 1995, 44-55
  • NICHER: A Procedure for Identifying Defensible Product Positions, D. Sudharshan, K. Ravi Kumar, Thomas S. Gruca, European Journal of Operational Research, vol 84, 1995, 292-309
  • Regulatory Change, Constraints on Adaptation and Organizational Failure: An Empirical Analysis of Acute Care Hospitals, Thomas S. Gruca, Deepika Nath, Strategic Management Journal, vol 15, 1994, 345-363
  • An Equilibrium Analysis of Defensive Response to Entry Using a Coupled Response Function Model, Thomas S. Gruca, K. Ravi Kumar, D. Sudharshan, Marketing Science, vol 11, 1992, 348-358
  • Equilibrium Characteristics of Multinomial Logit Market Share Models, Thomas S. Gruca, D. Sudharshan, Journal of Marketing Research, vol 28, 1991, 480-482
  • The Present Value of Future Earnings: Contemporaneous Differentials and the Performance of Dedicated Portfolios, William R. Bryan, Thomas S. Gruca, Charles M. Linke, Journal of Risk and Insurance, vol 57, 1990, 530-539
  • DIFFSTRAT: An Analytical Procedure for Generating Optimal New Product Concepts for a Differentiated-type Strategy, D. Sudharshan, Jerrold May, Thomas S. Gruca, European Journal of Operational Research, vol 36, 1988, 50-65

      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

            • 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
            • Dean’s Advisory Council, 2009-2011
            • UI VP for Research, Social Science Review Committee, 2003-2008
            • Elected Faculty Council, 2005-2007