| Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy PR Varadarajan, A Menon Journal of marketing 52 (3), 58-74, 1988 | 3366 | 1988 |
| Sustainable competitive advantage in service industries: a conceptual model and research propositions SG Bharadwaj, PR Varadarajan, J Fahy Journal of marketing 57 (4), 83-99, 1993 | 2910 | 1993 |
| Strategic types, distinctive marketing competencies and organizational performance: a multiple measures‐based study JS Conant, MP Mokwa, PR Varadarajan Strategic management journal 11 (5), 365-383, 1990 | 1815 | 1990 |
| Research on corporate diversification: A synthesis V Ramanujam, P Varadarajan Strategic management journal 10 (6), 523-551, 1989 | 1687 | 1989 |
| First-mover advantage: A synthesis, conceptual framework, and research propositions RA Kerin, PR Varadarajan, RA Peterson Journal of marketing 56 (4), 33-52, 1992 | 1622 | 1992 |
| A model of marketing knowledge use within firms A Menon, PR Varadarajan Journal of marketing 56 (4), 53-71, 1992 | 1233 | 1992 |
| Strategic alliances: a synthesis of conceptual foundations PR Varadarajan, MH Cunningham Journal of the academy of marketing science 23, 282-296, 1995 | 1168 | 1995 |
| Strategic adaptability and firm performance: a market-contingent perspective DO McKee, PR Varadarajan, WM Pride Journal of marketing 53 (3), 21-35, 1989 | 1017 | 1989 |
| Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises R Varadarajan Journal of the academy of marketing science 38, 119-140, 2010 | 880 | 2010 |
| Marketing strategy: an assessment of the state of the field and outlook PR Varadarajan, S Jayachandran Journal of the academy of marketing science 27, 120-143, 1999 | 748 | 1999 |
| An analysis of the market share-profitability relationship DM Szymanski, SG Bharadwaj, PR Varadarajan Journal of marketing 57 (3), 1-18, 1993 | 708 | 1993 |
| The contingency approach: its foundations and relevance to theory building and research in marketing VA Zeithaml, P “Rajan” Varadarajan, CP Zeithaml European Journal of Marketing 22 (7), 37-64, 1988 | 625 | 1988 |
| Standardization versus adaptation of international marketing strategy: an empirical investigation DM Szymanski, SG Bharadwaj, PR Varadarajan Journal of marketing 57 (4), 1-17, 1993 | 574 | 1993 |
| Market situation interpretation and response: The role of cognitive style, organizational culture, and information use JC White, PR Varadarajan, PA Dacin Journal of Marketing 67 (3), 63-79, 2003 | 568 | 2003 |
| Marketing strategy and the internet: an organizing framework PR Varadarajan, MS Yadav Journal of the Academy of Marketing Science 30, 296-312, 2002 | 564 | 2002 |
| Diversification and performance: A reexamination using a new two-dimensional conceptualization of diversity in firms PR Varadarajan, V and Ramanujam Academy of Management Journal 30 (2), 380-393, 1987 | 558 | 1987 |
| CRM implementation: Effectiveness issues and insights T Bohling, D Bowman, S LaValle, V Mittal, D Narayandas, G Ramani, ... Journal of Service research 9 (2), 184-194, 2006 | 462 | 2006 |
| Innovating for sustainability: A framework for sustainable innovations and a model of sustainable innovations orientation R Varadarajan Journal of the Academy of Marketing Science 45, 14-36, 2017 | 446 | 2017 |
| Customer satisfaction and firm performance: insights from over a quarter century of empirical research AS Otto, DM Szymanski, R Varadarajan Journal of the Academy of Marketing science 48 (3), 543-564, 2020 | 443 | 2020 |
| The theory of multimarket competition: A synthesis and implications for marketing strategy S Jayachandran, J Gimeno, PR Varadarajan Journal of Marketing 63 (3), 49-66, 1999 | 440 | 1999 |
