THOMAS S. GRUCA
Henry B. Tippie Research Professor of Marketing
S356 Pappajohn Building
The University of
thomas-gruca@uiowa.edu
Joined the
Education
- PhD, Decision and Information
Sciences,
- MBA, Management Information
Systems,
- BS, Mathematics and Computer Science, University of Illinois-Chicago, 1983.
Research Interests
- Defensive strategy
- Health care
- The Interface of Finance and Marketing
- Pricing
Working Papers
- Aspiration Adaptation Theory and Response to Entry, with D. Sudharshan [Appendix 1, Appendix 2].
- The Differential Influence of Decision Characteristics on the Information Acquisition of Expert and Novice Decision Makers, with Bruce Klemz
- The Effect of Regulation on the Strategic Group-Performance Link
- Hospital Cost Structure under a Single Payer System: A Variable Cost Model of Ontario Hospitals, with Deepika Nath
- The Effect of Strategic Groups on Interorganizational Responses to Environmental Change
Selected Publications
Reducing Adverse Selection through Customer Relationship Management, with Yong Cao, Journal of Marketing, 2005.
Customer Satisfaction,
Cash Flow and Shareholder Value, with Lopo Rego, Journal of Marketing, 2005.
Consensus and Differences of Opinion in Electronic Prediction
Markets, with
The Influence of Pre and Post Purchase Service on Prices in the Online Book Market, with Yong Cao, Journal of Interactive Marketing, 2004
Hospital Web Sites: Promise and Progress, with D.
Internet Pricing, Price Satisfaction and Customer Satisfaction, with Yong Cao and Bruce Klemz, International Journal of Electronic Commerce, 2004.
Dueling or the Battle Royal? The Impact of Task Complexity on the Evaluation of Entry Threat, with Bruce Klemz, Psychology and Marketing 2003.
The Effect of Stock Market Dynamics on Internet Price Competition, with Yong Cao, Journal of Service Research, 2003.
Optimal New Product Positioning: A Genetic Algorithm Approach, with B. Klemz, European Journal of Operational Research, 2003.
The Effect of Electronic
Markets on Forecasts of New Product Success, with
Sibling Brands, Multiple Objectives and Response to Entry:
The Case of the Marion Ground Coffee Market, with D. Sudharshan and K.
Ravi Kumar, Journal of the
Supplementary materials: Endnotes 1&2, Endnote 4, Endnote 5 and Endnote 6
"Managerial Evaluation of Potential Entrants: Processes and Pitfalls," with B. Klemz, International Journal of Research in Marketing, 2001.
"Marketing Mix Response to Entry in Segmented Markets," with D. Sudharshan and K. Ravi Kumar, International Journal of Research in Marketing, 2001.
"The Technical Efficiency of Hospitals under a Single Payer System: The Case of Ontario Community Hospitals," with D. Nath, Health Care Management Science, 2001.
"The IEM Movie Box-Office Market: Integrating Marketing and Finance using Electronic Markets," Journal of Marketing Education, 2000.
"Industrial Pricing: Theory and Managerial Practice," with P. Noble, Marketing Science, 1999.
"Corporate Giving Behavior and Decision Maker Social Consciousness," with L. Campbell and C. Gulas, Journal of Business Ethics, 1999.
"Using Neural Networks to Identify Competitive Market Structures from Aggregate Market Response Data," with B. Klemz, Omega, 1998.
"Convergence across Alternative Methods for Forming Strategic Groups," with D. Nath, Strategic Management Journal, 1997.
"Exploiting Synergy for
Competitive Advantage," with A. Mehra and D. Nath,
"The Effect of Service Capability on Operating Costs: An Empirical Study of Ontario Hospitals," with R. Balakrishnan and D. Nath, Contemporary Accounting Research, 1996.
"A Framework for Entry Deterrence Strategy: The Competitive Environment, Choices and Consequences," with D. Sudharshan, Journal of Marketing, 1995.
"NICHER: An Approach to Identifying Defensive Product Positions," with K.R. Kumar and D. Sudharshan, European Journal of Operational Research, 1995.
"Regulatory Changes, Constraints on Adaptation and Organizational Failure: An Empirical Analysis of Acute Care Hospitals," with D. Nath, Strategic Management Journal, 1994.
"An Equilibrium Analysis of Defensive Response to Entry Using a Coupled Response Function Model," with K.R. Kumar and D Sudharshan, Marketing Science, 1992.
"Equilibrium Characteristics of Multinomial Logit Market Share Models," with D. Sudharshan, Journal of Marketing Research, 1991.
"The Present Value of
Future Earnings: Contemporaneous Differentials and the Performance of Dedicated
Portfolios," with
"DIFFSTRAT: An Analytical Procedure for Generating Optimal New Product Concepts for a Differentiated-Type Strategy," with K.R. Kumar and D. Sudharshan, European Journal of Operational Research, 1988.
Honors, Awards and Grants
- Listed as one of the
- IEM Grant, National Science Foundation, Co-Principal Investigator, 2000-2002
- IEM Grant, Department of Education FIPSE Program, Project faculty, 1998-2000
- MBA Association Distinguished Faculty Award, 1998
- MBA Association Distinguished Faculty Award, 1997
- Second Runner-Up, 1995
Marriott Corp. Health Services Faculty Publication of the Year Award of
the
- Central Investment Fund for Research Enhancement Grant, 1994-95.
- Honorable Mention, AMA Dissertation Competition, 1989
- Arthur Andersen & Co. Leadership Fellowship, 1983-85
- Sigma Iota Epsilon (management honorary), 1984
Professional Activities
- Marketing Strategy Track Chair, 1999 AMA Summer Educators' Conference
- Editorial Review Board Member, Marketing Letters
- Ad hoc Reviewer, Management Science, Marketing Science, Journal of Marketing Research, International Journal of Forecasting, European Journal of Operational Research, Omega.
- Member, American Marketing Association and INFORMS College on Marketing.
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