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Thomas Gruca
Professor and Faculty Director, MBA Marketing Career Academy
Henry B. Tippie Research Professor of Marketing
Contact
319-335-0946
Office
S356 Pappajohn Business Building (PBB)
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 Professor of the Year, April 2016
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 

Taking the procedure to the patient: Increasing access to urologic procedural care
through outreach. Matthew A. Uhlman, Thomas S. Gruca, Craig A. Jarvie, George M. Ghareeb, Paul G. Morrison, Yu Han, Kenneth G. Nepple, Bradley A. Erickson

Providing Cardiology Care in Rural Areas through Visiting Consultant Clinics. Thomas S. Gruca, TH Pyo, Gregory Nelson, Journal of the American Heart Association, 2016, vol 5, 1-10

A Meta-analysis of Correlations between Market Share and Other Brand Performance Metrics in FMCG Markets. Sang-Uk Jung, John Zhu, Thomas S. Gruca, Journal of Business Research, 2016

Improving Rural Access to Orthopaedic Care Through
Visiting Consultant Clinics.
Thomas S. Gruca, Tae-Hyung Pyo, Gregory c. Nelson, Journal of Bone and Joint Surgery, 2016, vol 98, 768-774

Private Information, Overconfidence and Trader Returns in Prediction Markets. Sheila Goins, Michael Cipriano, Thomas S. Gruca, Journal of Prediction Markets, 2015, vol 9, 1-21

Reaching Rural Patients through Otolaryngology Visiting Consultant Clinics. Thomas S. Gruca, Inwoo Nam, Roger Tracy, Otolaryngology - Head and Neck Surgery , 2014, vol 151, 895-8

The Power of Priors: How Confirmation Bias Impacts Market Prices. Michael Cipriano, Thomas S. Gruca, Journal of Prediction Markets, 2014, vol 8, 34-56

Trends in Medical Oncology Outreach Clinics in Rural Areas. Thomas S. Gruca, Inwoo Nam, Roger Tracy, Journal of Oncology Practice, 2014, vol 10, e313-e320

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, 2013, vol 82, 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, 2013, vol 48, 1719-1729

The Effects of Sensitization and Habituation in Durable Goods Markets. Guilherme Liberali, Thomas S. Gruca, Walter Nicque, European Journal of Operational Research, 2011, vol 212, 398-410

A Bayesian Factor Analytic Model to Investigate Consumer Price Sensitivities Across Categories. Sri Devi Duvvuri, Thomas S. Gruca, Psychometrika, 2010, vol 75, 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 , 2010, vol 13, 1-13

The Effects of Competition on Referral Alliances of Professional Service Firms. Inwoo Nam, Thomas S. Gruca, Roger Tracy, Organization Science, 2010, vol 21, 216-231

Core Competency and Cost Stickiness: A Note. Ramji Balakrishnan, Thomas S. Gruca, Contemporary Accounting Research, 2008, vol 24, 993-1006

Incentive and Accuracy Issues in Movie Prediction Markets. Thomas S. Gruca, Joyce E. Berg, Michael Cipriano, Journal of Prediction Markets, 2008, vol 2, 29-43

Public Signal Bias and Prediction Market Accuracy. Thomas S. Gruca, Joyce E. Berg, Journal of Prediction Markets, 2007, vol 1, 219-231

Customer Satisfaction, Cash Flow and Shareholder Value. Thomas S. Gruca, Lopo R. Rego, Journal of Marketing, 2005, vol 69, 115-130

Reducing Adverse Selection through Customer Relationship Management. Thomas S. Gruca, Yong Cao, Journal of Marketing, 2005, vol 69, 219-229

Consensus and Differences of Opinion in Electronic Prediction Markets. Thomas S. Gruca, Joyce E. Berg, Michael Cipriano, Electronic Markets, 2005, vol 15, 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, 2004, vol 18, 51-62

Hospital Web Sites: Promise and Progress. Thomas S. Gruca, Doug Wakefield, Journal of Business Research, 2004, vol 57, 1021-1025

Internet Pricing, Price Satisfaction and Customer Satisfaction. Thomas S. Gruca, Yong Cao, Bruce Klemz, International Journal of Electronic Commerce, 2004, vol 8 (2), 31-50

The Effect of Electronic Markets on Forecasts of New Product Success. Thomas S. Gruca, Joyce Berg, Michael Cipriano, Information Systems Frontiers, 2003, vol 5, 95-105

Optimal New Product Positioning: A Genetic Algorithm Approach. Thomas S. Gruca, Bruce Klemz, European Journal of Operational Research, 2003, vol 146, 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, 2002, vol 30, 59-69

Managerial Evaluation of Potential Entrants: Processes and Pitfalls. Thomas S. Gruca, Bruce Klemz, International Journal of Research in Marketing, 2001, vol 18, 37-51

Marketing Mix Response to Entry in Segmented Markets. Thomas S. Gruca, D. Sudharshan, K. Ravi Kumar, International Journal of Research in Marketing, 2001, vol 18, 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, 2001, vol 4, 91-101

Corporate Giving Behavior and Decision-Maker Social Consciousness. Lee Campbell, Charles M. Gulas, Thomas S. Gruca, Journal of Business Ethics, 1999, vol 19, 375-383

Industrial Pricing: Theory and Managerial Practice. Peter M. Noble, Thomas S. Gruca, Marketing Science, 1999, vol 19, 435-454

Convergence across Alternative Methods for Forming Strategic Groups. Deepika Nath, Thomas S. Gruca, Strategic Management Journal, 1997, vol 18, 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, 1996, vol 13, 177-207

A Framework for Entry Deterrence Strategy: The Competitive Environment, Choices and Consequences. Thomas S. Gruca, D. Sudharshan, Journal of Marketing, 1995, vol 59, 44-55

NICHER: A Procedure for Identifying Defensible Product Positions. D. Sudharshan, K. Ravi Kumar, Thomas S. Gruca, European Journal of Operational Research, 1995, vol 84, 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, 1994, vol 15, 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, 1992, vol 11, 348-358

Equilibrium Characteristics of Multinomial Logit Market Share Models. Thomas S. Gruca, D. Sudharshan, Journal of Marketing Research, 1991, vol 28, 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, 1990, vol 57, 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, 1988, vol 36, 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

Current & Prior Positions 
Assistant Professor of Marketing, University of Massachusetts at Amherst, 1988 - 1991
Presentations 

Trends in Medical Oncology Outreach in Iowa. Kohn Colloquium, Iowa City, February 2015

Prospective Participants’ Attitudes toward Clinical Trials. Sixth Annual Clinical Research Management Workshop, Washington, D.C., June 2013

Wisdom within the crowd: Does better information lead to higher returns?. 2009 Marketing Science Conference, Ann Arbor, MI, July 2009

What Can Markets Teach Us, and Can They Really Predict? - External Prediction Markets. Collective Intelligence Forum II, Phoenix, AZ, October 2008

Brand Equity, Cash Flow Certainty, and Systematic Equity Risk. Marketing Science Conference, Vancouver, BC, June 2008

Brand Equity, Firm Performance and Shareholder Value. III Encontro de Marketing, Curitiba, RS, Brazil, May 2008

Positioning, Revising and Publishing Research in Marketing and Strategy., 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, Berlin-Dahlem, Germany, February 2008

Public Signal Bias and Prediction Market Accuracy. The Growth of Gambling and Prediction Markets: Economic and Financial Implications, 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