| Nationalism and ideology in an anticonsumption movement R Varman, RW Belk Journal of consumer research 36 (4), 686-700, 2009 | 385 | 2009 |
| Information processing moderators of the effectiveness of trust-based governance in interfirm R&D collaboration SJ Carson, A Madhok, R Varman, G John Organization science 14 (1), 45-56, 2003 | 369 | 2003 |
| Understanding poverty and promoting poverty alleviation through transformative consumer research CP Blocker, JA Ruth, S Sridharan, C Beckwith, A Ekici, M Goudie-Hutton, ... Journal of business research 66 (8), 1195-1202, 2013 | 229 | 2013 |
| Conflicts at the bottom of the pyramid: Profitability, poverty alleviation, and neoliberal governmentality R Varman, P Skålén, RW Belk Journal of public policy & marketing 31 (1), 19-35, 2012 | 191 | 2012 |
| Status, caste, and market in a changing Indian village RM Vikas, R Varman, RW Belk Journal of Consumer Research 42 (3), 472-498, 2015 | 146 | 2015 |
| Market subjectivity and neoliberal governmentality in higher education R Varman, B Saha, P Skålén Journal of Marketing Management 27 (11-12), 1163-1185, 2011 | 132 | 2011 |
| Consuming postcolonial shopping malls R Varman, RW Belk Journal of Marketing Management 28 (1-2), 62-84, 2012 | 128 | 2012 |
| Accumulation through derealization: How corporate violence remains unchecked R Varman, I Al-Amoudi Human Relations 69 (10), 1909-1935, 2016 | 115 | 2016 |
| Embedded markets, communities, and the invisible hand of social norms R Varman, JA Costa Journal of Macromarketing 28 (2), 141-156, 2008 | 115 | 2008 |
| Weaving a web: subaltern consumers, rising consumer culture, and television R Varman, RW Belk Marketing Theory 8 (3), 227-252, 2008 | 109 | 2008 |
| Disciplining the discipline: understanding postcolonial epistemic ideology in marketing R Varman, B Saha Journal of Marketing Management 25 (7-8), 811-824, 2009 | 103 | 2009 |
| Freedom and consumption: Toward conceptualizing systemic constraints for subaltern consumers in a capitalist society R Varman, RM Vikas Consumption Markets & Culture 10 (2), 117-131, 2007 | 91 | 2007 |
| Competitive and cooperative behavior in embedded markets: Developing an institutional perspective on bazaars R Varman, JA Costa Journal of Retailing 85 (4), 453-467, 2009 | 88 | 2009 |
| The regeneration of consumer movement solidarity A Chatzidakis, P Maclaran, R Varman Journal of Consumer Research 48 (2), 289-308, 2021 | 84 | 2021 |
| Decolonizing marketing GM Eckhardt, R Belk, TW Bradford, S Dobscha, G Ger, R Varman Consumption Markets & Culture 25 (2), 176-186, 2022 | 67 | 2022 |
| Rising markets and failing health: An inquiry into subaltern health care consumption under neoliberalism R Varman, RM Vikas Journal of Macromarketing 27 (2), 162-172, 2007 | 62 | 2007 |
| Dispossessing vulnerable consumers: Derealization, desubjectification, and violence R Varman, D Vijay Marketing Theory 18 (3), 307-326, 2018 | 61 | 2018 |
| Introduction to special issue: Hierarchies of knowledge in marketing theory O Kravets, R Varman Marketing Theory 22 (2), 127-133, 2022 | 48 | 2022 |
| Underdeveloped Other in country-of-origin theory and practices R Varman, JA Costa Consumption Markets & Culture 16 (3), 240-265, 2013 | 46 | 2013 |
| Ideology for the 10 billion: Introduction to globalization of marketing ideology GM Eckhardt, N Dholakia, R Varman Journal of Macromarketing 33 (1), 7-12, 2013 | 46 | 2013 |
