| Talented people and strong brands: The contribution of human capital and brand equity to firm value A Vomberg, C Homburg, T Bornemann Strategic Management Journal 36 (13), 2122-2131, 2015 | 338 | 2015 |
| The loss of the marketing department’s influence: is it really happening? And why worry? C Homburg, A Vomberg, M Enke, PH Grimm Journal of the Academy of Marketing Science 43 (1), 1-13, 2015 | 270 | 2015 |
| Supporting New Product Launches With Social Media Communication and Online Advertising: Sales Volume and Profit Implications RL Gruner, A Vomberg, C Homburg, BA Lukas Journal of Product Innovation Management 36 (2), 172-195, 2019 | 111 | 2019 |
| Handbook of Market Research C Homburg, M Klarmann, A Vomberg https://doi.org/10.1007/978-3-319-57413-4; ISBN: 978-3-319-57413-4, 2022 | 87 | 2022 |
| The multichannel pricing dilemma: Do consumers accept higher offline than online prices? C Homburg, K Lauer, A Vomberg International Journal of Research in Marketing 36 (4), 597-612, 2019 | 84 | 2019 |
| Tolerating and managing failure: An organizational perspective on customer reacquisition management A Vomberg, C Homburg, O Gwinner Journal of Marketing 84 (5), 117-136, 2020 | 77 | 2020 |
| Design and Governance of Multichannel Sales Systems: Financial Performance Consequences in Business-to-Business Markets C Homburg, A Vomberg, S Muehlhaeuser Journal of Marketing Research 57 (6), 1113-1134, 2020 | 57 | 2020 |
| Crafting survey research: A systematic process for conducting survey research A Vomberg, M Klarmann Handbook of Market Research, 67-119, 2021 | 50 | 2021 |
| The cold-start problem in nascent AI strategy: Kickstarting data network effects A Vomberg, N Schauerte, S Krakowski, CI Bogusz, MJ Gijsenberg, ... Journal of Business Research 168, 114236, 2023 | 26 | 2023 |
| Digital knowledge engineering for strategy development A Vomberg, E de Haan, NE Fabian, T Broekhuizen Journal of Business Research 177, 114632, 2024 | 18 | 2024 |
| Algorithmic pricing: Effects on consumer trust and price search A Vomberg, C Homburg, P Sarantopoulos International Journal of Research in Marketing, 2024 | 16 | 2024 |
| Salesperson lifecycle management: Challenges and research priorities S Alavi, J Habel, A Vomberg Journal of Personal Selling & Sales Management 44 (3), 209-218, 2024 | 16 | 2024 |
| Pricing in the Digital Age: A Roadmap to Becoming a Dynamic Pricing Retailer A Vomberg The digital transformation handbook – From academic research to practical …, 2021 | 14 | 2021 |
| Panel Data Analysis: A Non-technical Introduction for Marketing Researchers A Vomberg, S Wies Handbook of Market Research, 411-467, 2022 | 12 | 2022 |
| Dynamic Pricing: Preisfindung auf elektronischen Marktplätzen A Vomberg, K Lauer, K Weitkämper Handbuch Digitale Wirtschaft, 653-677, 2020 | 9 | 2020 |
| Unveiling investment vs. Ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets A Vomberg, M Von Gegerfelt International Journal of Research in Marketing, 2025 | 7 | 2025 |
| Dynamic Pricing Process: How to Transition from Fixed to Dynamic Pricing? A Vomberg Digital Pricing Strategy, 27-38, 2023 | 4 | 2023 |
| Machtverlust der Marketingabteilung–Bedrohung für den Unternehmenserfolg C Homburg, A Vomberg IMU Research Insights 31, 2015 | 4 | 2015 |
| The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups A Vomberg, M Friess, S Alavi, V Maag, J Wieseke Journal of Marketing Research, 00222437251367766, 2025 | | 2025 |
| The Impact of Transparency-Inducing Management Information System Use on Employees’ Daily Work Performance S Alavi, M Weiss, J Backmann, A Vomberg, C Desernot Information Systems Research, 2025 | | 2025 |
Christian HomburgLehrstuhl für Business-to-Business Marketing, Sales & PricingVerified email at bwl.uni-mannheim.de
