| Community-based initiatives and poverty alleviation in subsistence marketplaces R Gau, E Ramirez, ME Barua, R Gonzalez Journal of Macromarketing 34 (2), 160-170, 2014 | 48 | 2014 |
| A cross‐national and cross‐generational study of consumer acculturation to advertising appeals FR Jimenez, J Hadjimarcou, ME Barua, DA Michie International Marketing Review 30 (5), 418-439, 2013 | 24 | 2013 |
| Development and diffusion of customer relationship management across disciplines: Fad or fashion ME Barua, GJ Udo Issues in Information Systems 11 (1), 1-8, 2010 | 11 | 2010 |
| Enhancing Resource Advantage Theory’s Explanatory Power: A Step Toward “A General Theory of Marketing.” ME Barua International Society of Marketing, 1-9, 2022 | 3 | 2022 |
| The role of opportunism within the context of resource advantage theory: A conceptual framework ME Barua ADVANCES IN MARKETING, 384, 2014 | 2 | 2014 |
| Supply chain management: Impact of customer relationship marketing on performance under cooperation and competition strategies ME Barua | 2 | 2013 |
| Channel Choices in a Post COVID World: A Cross National Study of the US and India P Raman, S Patre, ME Barua International Society of Marketing, 11, 2022 | | 2022 |
| A Cross-National and Cross-Generational Study of Consumer Acculturation to Advertising Appeals FR Jimenez-Arevalo, JS Hadjimarcou, ME Barua, DA Michie | | 2013 |
