| New product diffusion models in marketing: A review and directions for research V Mahajan, E Muller, FM Bass Journal of marketing 54 (1), 1-26, 1990 | 3800 | 1990 |
| Consumer switching costs: A typology, antecedents, and consequences TA Burnham, JK Frels, V Mahajan Journal of the Academy of marketing Science 31, 109-126, 2003 | 3219 | 2003 |
| Delight by design: The role of hedonic versus utilitarian benefits R Chitturi, R Raghunathan, V Mahajan Journal of marketing 72 (3), 48-63, 2008 | 1851 | 2008 |
| Models for innovation diffusion V Mahajan, RA Peterson, RA Peterson Sage, 1985 | 1746 | 1985 |
| Innovation diffusion and new product growth models: A critical review and research directions R Peres, E Muller, V Mahajan International journal of research in marketing 27 (2), 91-106, 2010 | 1438 | 2010 |
| Corporate board size, composition and corporate failures in retailing industry [1] RS Chaganti, V Mahajan, S Sharma Journal of management studies 22 (4), 400-417, 1985 | 1105 | 1985 |
| Issues and opportunities in new product development: An introduction to the special issue J Wind, V Mahajan Journal of marketing research 34 (1), 1-12, 1997 | 1026 | 1997 |
| An analysis of e-business adoption and its impact on business performance F Wu, V Mahajan, S Balasubramanian Journal of the Academy of Marketing science 31, 425-447, 2003 | 934 | 2003 |
| The economic leverage of the virtual community VM Sridhar Balasubramanian International journal of electronic commerce 5 (3), 103-138, 2001 | 829 | 2001 |
| New-product diffusion models V Mahajan, E Muller, Y Wind Springer Science & Business Media, 2000 | 805 | 2000 |
| Determination of adopter categories by using innovation diffusion models V Mahajan, E Muller, RK Srivastava Journal of Marketing Research 27 (1), 37-50, 1990 | 774 | 1990 |
| Consumers in a multichannel environment: Product utility, process utility, and channel choice S Balasubramanian, R Raghunathan, V Mahajan Journal of interactive marketing 19 (2), 12-30, 2005 | 765 | 2005 |
| Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences R Chitturi, R Raghunathan, V Mahajan Journal of marketing research 44 (4), 702-714, 2007 | 726 | 2007 |
| Innovation diffusion and new product growth models in marketing V Mahajan, E Muller Journal of marketing 43 (4), 55-68, 1979 | 670 | 1979 |
| Diffusion of new products: Empirical generalizations and managerial uses V Mahajan, E Muller, FM Bass Marketing science 14 (3_supplement), G79-G88, 1995 | 662 | 1995 |
| Introduction strategy for new products with positive and negative word-of-mouth V Mahajan, E Muller, RA Kerin Management Science 30 (12), 1389-1404, 1984 | 654 | 1984 |
| Risk/return performance of diversified firms RA Bettis, V Mahajan Management Science 31 (7), 785-799, 1985 | 638 | 1985 |
| Software piracy: Estimation of lost sales and the impact on software diffusion M Givon, V Mahajan, E Muller Journal of Marketing 59 (1), 29-37, 1995 | 577 | 1995 |
| Innovation diffusion in a dynamic potential adopter population V Mahajan, RA Peterson Management Science 24 (15), 1589-1597, 1978 | 525 | 1978 |
| Timing, diffusion, and substitution of successive generations of technological innovations: The IBM mainframe case V Mahajan, E Muller Technological Forecasting and Social Change 51 (2), 109-132, 1996 | 501 | 1996 |
