| Effect of service transition strategies on firm value E Fang, RW Palmatier, JBEM Steenkamp Journal of marketing 72 (5), 1-14, 2008 | 1157 | 2008 |
| Customer participation and the trade-off between new product innovativeness and speed to market E Fang Journal of marketing 72 (4), 90-104, 2008 | 1041 | 2008 |
| Influence of customer participation on creating and sharing of new product value E Fang, RW Palmatier, KR Evans Journal of the Academy of Marketing Science 36, 322-336, 2008 | 659 | 2008 |
| The effect of export marketing capabilities on export performance: an investigation of Chinese exporters S Zou, E Fang, S Zhao Journal of International marketing 11 (4), 32-55, 2003 | 628 | 2003 |
| Antecedents and consequences of marketing dynamic capabilities in international joint ventures E Fang, S Zou Journal of International Business Studies 40 (5), 742-761, 2009 | 572 | 2009 |
| Is neutral really neutral? The effects of neutral user-generated content on product sales T Tang, E Fang, F Wang Journal of Marketing 78 (4), 41-58, 2014 | 435 | 2014 |
| Trust at different organizational levels E Fang, RW Palmatier, LK Scheer, N Li Journal of marketing 72 (2), 80-98, 2008 | 378 | 2008 |
| The effects of customer acquisition and retention orientations on a firm’s radical and incremental innovation performance TJ Arnold, E (Er) Fang, RW Palmatier Journal of the Academy of Marketing Science 39, 234-251, 2011 | 343 | 2011 |
| Effects of customer and innovation asset configuration strategies on firm performance E Fang, RW Palmatier, R Grewal Journal of marketing research 48 (3), 587-602, 2011 | 286 | 2011 |
| The effect of strategic alliance knowledge complementarity on new product innovativeness in China E Fang Organization Science 22 (1), 158-172, 2011 | 211 | 2011 |
| Goal-setting paradoxes? Trade-offs between working hard and working smart: The United States versus China E Fang, RW Palmatier, KR Evans Journal of the Academy of Marketing Science 32 (2), 188-202, 2004 | 190 | 2004 |
| Online relationship formation IV Kozlenkova, RW Palmatier, E Fang, B Xiao, M Huang Journal of Marketing 81 (3), 21-40, 2017 | 188 | 2017 |
| The impact of economic contractions on the effectiveness of R&D and advertising: Evidence from US companies spanning three decades JBEM Steenkamp, E Fang Marketing Science 30 (4), 628-645, 2011 | 181 | 2011 |
| The effects of absorptive and joint learning on the instability of international joint ventures in emerging economies E Fang, S Zou Journal of International Business Studies 41 (5), 906-924, 2010 | 171 | 2010 |
| The timing of codevelopment alliances in new product development processes: Returns for upstream and downstream partners E Fang, J Lee, Z Yang Journal of Marketing 79 (1), 64-82, 2015 | 161 | 2015 |
| Knowledge complementarity, knowledge absorption effectiveness, and new product performance: The exploration of international joint ventures in China Z Yao, Z Yang, GJ Fisher, C Ma, EE Fang International Business Review 22 (1), 216-227, 2013 | 143 | 2013 |
| The moderating effect of goal-setting characteristics on the sales control systems–job performance relationship E Fang, KR Evans, S Zou Journal of Business Research 58 (9), 1214-1222, 2005 | 126 | 2005 |
| The effect of online shopping platform strategies on search, display, and membership revenues JY Lee, E Fang, JJ Kim, X Li, RW Palmatier Journal of Retailing 94 (3), 247-264, 2018 | 98 | 2018 |
| Control systems’ effect on attributional processes and sales outcomes: a cybernetic information-processing perspective E Fang, KR Evans, TD Landry Journal of the Academy of Marketing Science 33 (4), 553-574, 2005 | 88 | 2005 |
| New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments S Sridhar, E Fang Journal of the Academy of Marketing Science 47, 977-985, 2019 | 87 | 2019 |
