| Innovations in retail business models A Sorescu, RT Frambach, J Singh, A Rangaswamy, C Bridges Journal of retailing 87, S3-S16, 2011 | 1155 | 2011 |
| Sources and financial consequences of radical innovation: Insights from pharmaceuticals AB Sorescu, RK Chandy, JC Prabhu Journal of marketing 67 (4), 82-102, 2003 | 925 | 2003 |
| Branding in a hyperconnected world: Refocusing theories and rethinking boundaries V Swaminathan, A Sorescu, JBEM Steenkamp, TCG O’Guinn, B Schmitt Journal of marketing 84 (2), 24-46, 2020 | 712 | 2020 |
| Innovation's effect on firm value and risk: Insights from consumer packaged goods AB Sorescu, J Spanjol Journal of Marketing 72 (2), 114-132, 2008 | 663 | 2008 |
| On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice R Peres, M Schreier, D Schweidel, A Sorescu International Journal of Research in Marketing 40 (2), 269-275, 2023 | 654 | 2023 |
| Data‐driven business model innovation A Sorescu Journal of Product Innovation Management 34 (5), 691-696, 2017 | 511 | 2017 |
| Event study methodology in the marketing literature: an overview A Sorescu, NL Warren, L Ertekin Journal of the Academy of Marketing Science 45 (2), 186-207, 2017 | 455 | 2017 |
| New product preannouncements and shareholder value: Don't make promises you can't keep A Sorescu, V Shankar, T Kushwaha Journal of marketing research 44 (3), 468-489, 2007 | 375 | 2007 |
| Blockchain meets marketing: Opportunities, threats, and avenues for future research R Peres, M Schreier, DA Schweidel, A Sorescu International Journal of Research in Marketing 40 (1), 1-11, 2023 | 222 | 2023 |
| Employee-based brand equity: Why firms with strong brands pay their executives less NT Tavassoli, A Sorescu, R Chandy Journal of Marketing Research 51 (6), 676-690, 2014 | 220 | 2014 |
| Why some acquisitions do better than others: product capital as a driver of long-term stock returns AB Sorescu, RK Chandy, JC Prabhu Journal of Marketing Research 44 (1), 57-72, 2007 | 160 | 2007 |
| The impact of corporate social responsibility on brand sales: An accountability perspective D Nickerson, M Lowe, A Pattabhiramaiah, A Sorescu Journal of Marketing 86 (2), 5-28, 2022 | 142 | 2022 |
| Innovation in the digital economy: a broader view of its scope, antecedents, and consequences A Sorescu, M Schreier Journal of the Academy of Marketing Science 49 (4), 627-631, 2021 | 110 | 2021 |
| Interpreting the stock returns to new product announcements: How the past shapes investors’ expectations of the future NL Warren, A Sorescu Journal of Marketing Research 54 (5), 799-815, 2017 | 91 | 2017 |
| Customer satisfaction and long-term stock returns A Sorescu, SM Sorescu Journal of Marketing 80 (5), 110-115, 2016 | 90 | 2016 |
| Negative comparative advertising: Evidence favoring fine-tuning AB Sorescu, BD Gelb Journal of Advertising 29 (4), 25-40, 2000 | 86 | 2000 |
| Hands off my brand! The financial consequences of protecting brands through trademark infringement lawsuits L Ertekin, A Sorescu, MB Houston Journal of Marketing 82 (5), 45-65, 2018 | 80 | 2018 |
| Wedded bliss or tainted love? Stock market reactions to the introduction of cobranded products Z Cao, A Sorescu Marketing Science 32 (6), 939-959, 2013 | 77 | 2013 |
| When 1+ 1> 2: How investors react to new product releases announced concurrently with other corporate news NL Warren, A Sorescu Journal of Marketing 81 (2), 64-82, 2017 | 59 | 2017 |
| Fueling innovation management research: Future directions and five forward‐looking paths J Spanjol, CH Noble, M Baer, MLAM Bogers, J Bohlmann, RB Bouncken, ... Journal of Product Innovation Management 41 (5), 893-948, 2024 | 58 | 2024 |
Martin SchreierProfessor of Marketing Management, WU ViennaVerified email at wu.ac.at
