| Success in high-technology markets: Is marketing capability critical? S Dutta, O Narasimhan, S Rajiv Marketing science 18 (4), 547-568, 1999 | 1200 | 1999 |
| Conceptualizing and measuring capabilities: Methodology and empirical application S Dutta, OM Narasimhan, S Rajiv Strategic management journal 26 (3), 277-285, 2005 | 796 | 2005 |
| Absorptive capacity in high-technology markets: The competitive advantage of the haves O Narasimhan, S Rajiv, S Dutta Marketing science 25 (5), 510-524, 2006 | 354 | 2006 |
| From invention to innovation: Conversion ability in product development R Chandy, B Hopstaken, O Narasimhan, J Prabhu Journal of Marketing Research 43 (3), 494-508, 2006 | 271 | 2006 |
| Competitive response to radical product innovations K Aboulnasr, O Narasimhan, E Blair, R Chandy Journal of marketing 72 (3), 94-110, 2008 | 187 | 2008 |
| Understanding the role of trade-ins in durable goods markets: Theory and evidence RS Rao, O Narasimhan, G John Marketing Science 28 (5), 950-967, 2009 | 161 | 2009 |
| Informing, transforming, and persuading: Disentangling the multiple effects of advertising on brand choice decisions N Mehta, X Chen, O Narasimhan Marketing Science 27 (3), 334-355, 2008 | 136 | 2008 |
| Bonuses versus commissions: A field study S Kishore, RS Rao, O Narasimhan, G John Journal of Marketing Research 50 (3), 317-333, 2013 | 89 | 2013 |
| An empirical investigation of private label supply by national label producers J Chen, O Narasimhan, G John, T Dhar Marketing Science 29 (4), 738-755, 2010 | 61 | 2010 |
| How micro‐entrepreneurs could change the world R Chandy, O Narasimhan Business Strategy Review 22 (1), 52-55, 2011 | 58 | 2011 |
| Is cash king for sales compensation plans? Evidence from a large-scale field intervention M Viswanathan, X Li, G John, O Narasimhan Journal of Marketing Research 55 (3), 368-381, 2018 | 40 | 2018 |
| Research notes and commentaries conceptualizing and measuring capabilities: Methodology and empirical application S Dutta, OM Narasimhan, S Rajiv Strategic Management Journal 26 (3), 277-285, 2005 | 40 | 2005 |
| Assessing the consequences of a channel switch X Chen, G John, O Narasimhan Marketing Science 27 (3), 398-416, 2008 | 38 | 2008 |
| Millions of opportunities: An agenda for research in emerging markets R Chandy, O Narasimhan Customer Needs and Solutions 2, 251-263, 2015 | 23 | 2015 |
| Economic impact of category captaincy: an examination of assortments and prices M Viswanathan, O Narasimhan, G John Marketing Science 40 (2), 261-282, 2021 | 17 | 2021 |
| Examining demand elasticities in Hanemann's framework: A theoretical and empirical analysis N Mehta, X Chen, O Narasimhan Marketing Science 29 (3), 422-437, 2010 | 16 | 2010 |
| The performance impact of core-component outsourcing: insights from the LCD TV industry M Viswanathan, P Mukherji, O Narasimhan, R Chandy Journal of Marketing Research 58 (4), 801-826, 2021 | 9 | 2021 |
| When bulldozers loom: Informal property rights and marketing practice innovation among emerging market microentrepreneurs M Hassan, J Prabhu, R Chandy, O Narasimhan Marketing Science 42 (1), 137-165, 2023 | 7 | 2023 |
| Stay positive or go negative? Memory imperfections and messaging strategy X Li, RS Rao, O Narasimhan, X Gao International Journal of Research in Marketing 39 (4), 1127-1149, 2022 | | 2022 |
| Impact of lifestyle diseases on consumption and role of insurance in an emerging economy S Jaikumar, S Dutta, N Sood, O Narasimhan AR-IIMC, 2017 | | 2017 |
