| Review articles: Purpose, process, and structure RW Palmatier, MB Houston, J Hulland Journal of the Academy of Marketing Science 46, 1-5, 2018 | 839 | 2018 |
| Marketing in the sharing economy GM Eckhardt, MB Houston, B Jiang, C Lamberton, A Rindfleisch, G Zervas Journal of Marketing 83 (5), 5-27, 2019 | 765 | 2019 |
| Relationship velocity: Toward a theory of relationship dynamics RW Palmatier, MB Houston, RP Dant, D Grewal Journal of Marketing 77 (1), 13-30, 2013 | 461 | 2013 |
| Use of relationship marketing programs in building customer–salesperson and customer–firm relationships: Differential influences on financial outcomes RW Palmatier, LK Scheer, MB Houston, KR Evans, S Gopalakrishna International Journal of Research in Marketing 24 (3), 210-223, 2007 | 373 | 2007 |
| The relationship between waiting in a service queue and evaluations of service quality: A field theory perspective MB Houston, LA Bettencourt, S Wenger Psychology & Marketing 15 (8), 735-753, 1998 | 322 | 1998 |
| Returns on business-to-business relationship marketing investments: Strategies for leveraging profits RW Palmatier, S Gopalakrishna, MB Houston Marketing science 25 (5), 477-493, 2006 | 305 | 2006 |
| Does innate consumer innovativeness relate to new product/service adoption behavior? The intervening role of social learning via vicarious innovativeness S Im, CH Mason, MB Houston Journal of the Academy of Marketing Science 35, 63-75, 2007 | 304 | 2007 |
| Buyer–supplier contracts versus joint ventures: Determinants and consequences of transaction structure MB Houston, SA Johnson Journal of marketing research 37 (1), 1-15, 2000 | 277 | 2000 |
| The last picture show? Timing and order of movie distribution channels T Hennig-Thurau, V Henning, H Sattler, F Eggers, MB Houston Journal of Marketing 71 (4), 63-83, 2007 | 226 | 2007 |
| Barriers to matching new technologies and market opportunities in established firms EU Bond III, MB Houston Journal of product innovation management 20 (2), 120-135, 2003 | 211 | 2003 |
| A rexamination of the motives and gains in joint ventures SA Johnson, MB Houston Journal of Financial and Quantitative Analysis 35 (1), 67-85, 2000 | 209 | 2000 |
| Conceptualizing and measuring the monetary value of brand extensions: The case of motion pictures T Hennig-Thurau, MB Houston, T Heitjans Journal of Marketing 73 (6), 167-183, 2009 | 208 | 2009 |
| Why systematic review papers and meta-analyses matter: An introduction to the special issue on generalizations in marketing J Hulland, MB Houston Journal of the Academy of Marketing Science 48, 351-359, 2020 | 199 | 2020 |
| The differing roles of success drivers across sequential channels: An application to the motion picture industry T Hennig-Thurau, MB Houston, G Walsh Journal of the Academy of Marketing Science 34 (4), 559-575, 2006 | 183 | 2006 |
| Determinants of motion picture box office and profitability: an interrelationship approach T Hennig-Thurau, MB Houston, G Walsh Review of Managerial Science 1, 65-92, 2007 | 179 | 2007 |
| Transformational relationship events CM Harmeling, RW Palmatier, MB Houston, MJ Arnold, SA Samaha Journal of Marketing 79 (5), 39-62, 2015 | 178 | 2015 |
| Can good marketing carry a bad product? Evidence from the motion picture industry T Hennig-Thurau, MB Houston, S Sridhar Marketing Letters 17, 205-219, 2006 | 149 | 2006 |
| Assessing the validity of secondary data proxies for marketing constructs MB Houston Journal of Business Research 57 (2), 154-161, 2004 | 138 | 2004 |
| Social dollars in online communities: The effect of product, user, and network characteristics E Park, R Rishika, R Janakiraman, MB Houston, B Yoo Journal of Marketing 82 (1), 93-114, 2018 | 135 | 2018 |
| Cross-unit competition for a market charter: The enduring influence of structure MB Houston, BA Walker, MD Hutt, PH Reingen Journal of marketing 65 (2), 19-34, 2001 | 126 | 2001 |
