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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
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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 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

            • 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