| The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance O Merlo, S Auh Marketing Letters 20, 295-311, 2009 | 248 | 2009 |
| Social capital, customer service orientation and creativity in retail stores O Merlo, SJ Bell, B Mengüç, GJ Whitwell Journal of Business research 59 (12), 1214-1221, 2006 | 184 | 2006 |
| Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance AB Eisingerich, S Auh, O Merlo Journal of Service Research 17 (1), 40-53, 2014 | 159 | 2014 |
| Media convergence and the evolving media business model: An overview and strategic opportunities S McPhillips, O Merlo The Marketing Review 8 (3), 237-253, 2008 | 149 | 2008 |
| Service firm performance transparency: How, when, and why does it pay off? Y Liu, AB Eisingerich, S Auh, O Merlo, HEH Chun Journal of Service Research 18 (4), 451-467, 2015 | 129 | 2015 |
| Why customer participation matters O Merlo, AB Eisingerich, S Auh MIT Sloan Management Review, 2013 | 110 | 2013 |
| The power of marketing within the firm: Its contribution to business performance and the effect of power asymmetry S Auh, O Merlo Industrial Marketing Management 41 (5), 861-873, 2012 | 87 | 2012 |
| The influence of marketing from a power perspective O Merlo European Journal of Marketing 45 (7/8), 1152-1171, 2011 | 51 | 2011 |
| The benefits and implementation of performance transparency: The why and how of letting your customers ‘see through’your business O Merlo, A Eisingerich, S Auh, J Levstek Business Horizons 61 (1), 73-84, 2018 | 48 | 2018 |
| Heuristics revisited: Implications for marketing research and practice O Merlo, BA Lukas, GJ Whitwell Marketing Theory 8 (2), 189-204, 2008 | 43 | 2008 |
| Power and marketing O Merlo, GJ Whitwell, BA Lukas Journal of Strategic Marketing 12 (4), 207-218, 2004 | 40 | 2004 |
| Marketing's reputation and influence in the firm O Merlo, BA Lukas, GJ Whitwell Journal of Business Research 65 (3), 446-452, 2012 | 39 | 2012 |
| Flexibility and stretching rights: the no disadvantage test in enterprise bargaining. O Merlo Australian Journal of Labour Law 13 (3), 207-235, 2000 | 30 | 2000 |
| Flexibility and Stretching Rights: The No Disadvantage Test in Enterprise Bargaining’(2000) O Merlo Australian Journal of Labour Law 13, 207, 0 | 16 | |
| Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more? O Merlo, AB Eisingerich, R Gillingwater, JJ Cao Business Horizons 66 (5), 615-629, 2023 | 15 | 2023 |
| Customer satisfaction and purchase behavior: The role of customer input A Eisingerich, O Merlo, J Heide, P Tracey Looking Forward, Looking Back: Drawing on the Past to Shape the Future of …, 2016 | 14 | 2016 |
| Marketing's strategic influence in Australian firms: A review and survey O Merlo, S Auh Australasian Marketing Journal 18 (2), 49-56, 2010 | 11 | 2010 |
| Toward a conceptual understanding of the alleged decline of marketing’s influence within organizations O Merlo, G Whitwell, BA Lukas AMA Winter Educators’ Conference 14, 2003 | 10 | 2003 |
| Immunizing customers against negative brand-related information O Merlo, AB Eisingerich, WD Hoyer Journal of the Academy of Marketing Science 52 (1), 140-163, 2024 | 9 | 2024 |
| Avoiding the pitfalls of customer participation O Merlo, AB Eisingerich, HK Shin, RA Britton MIT Sloan Management Review 61 (1), 2019 | 6 | 2019 |
Andreas B. EisingerichProfessor of Marketing, Imperial College Business School, Imperial College LondonVerified email at imperial.ac.uk