| The value propositions of multi-, cross-, and omni-channel retailing M Yrjölä, H Saarijärvi, H Nummela International journal of retail & distribution management 46 (11/12), 1133-1152, 2018 | 154 | 2018 |
| Omni-channel retailing: propositions, examples and solutions M Yrjölä, MT Spence, H Saarijärvi The International Review of Retail, Distribution and Consumer Research 28 (3 …, 2018 | 131 | 2018 |
| Digital transformation of business-to-business sales: what needs to be unlearned? M Mattila, M Yrjölä, P Hautamäki Journal of Personal Selling & Sales Management 41 (2), 113-129, 2021 | 122 | 2021 |
| From selling to supporting–Leveraging mobile services in the context of food retailing H Saarijärvi, L Mitronen, M Yrjölä Journal of Retailing and Consumer Services 21 (1), 26-36, 2014 | 110 | 2014 |
| A customer value perspective to service experiences in restaurants M Yrjölä, T Rintamäki, H Saarijärvi, J Joensuu, G Kulkarni Journal of Retailing and Consumer Services 51, 91-101, 2019 | 104 | 2019 |
| A typology of second-hand business models M Yrjölä, H Hokkanen, H Saarijärvi Journal of Marketing Management 37 (7-8), 761-791, 2021 | 80 | 2021 |
| Challenging the" integration imperative": A customer perspective on omnichannel journeys I Gasparin, E Panina, L Becker, M Yrjölä, E Jaakkola, C Pizzutti Journal of Retailing and Consumer Services 64, 102829, 2022 | 79 | 2022 |
| From electronic WOM to social EWOM: Bridging the trust deficit J Pihlaja, H Saarijärvi, MT Spence, M Yrjölä Journal of Marketing Theory and Practice 25 (4), 340-356, 2017 | 75 | 2017 |
| Consumer-to-consumer e-commerce: outcomes and implications M Yrjölä, T Rintamäki, H Saarijärvi, J Joensuu The International Review of Retail, Distribution and Consumer Research 27 (3 …, 2017 | 64 | 2017 |
| Managing sustainability transformations: A managerial framing approach S Lahtinen, M Yrjölä Journal of Cleaner Production 223, 815-825, 2019 | 51 | 2019 |
| Shop at your own risk? Consumer activities in fashion e‐commerce UM Sutinen, H Saarijärvi, M Yrjölä International Journal of Consumer Studies 46 (4), 1299-1318, 2022 | 47 | 2022 |
| Customers' perceptions of returning items purchased online: planned versus unplanned product returners T Rintamäki, MT Spence, H Saarijärvi, J Joensuu, M Yrjölä International Journal of Physical Distribution & Logistics Management 51 (4 …, 2021 | 47 | 2021 |
| One person’s trash is another person’s treasure: Profiling consumer-to-consumer e-commerce in Facebook H Saarijärvi, J Joensuu, T Rintamaki, M Yrjölä International Journal of Retail & Distribution Management 46 (11/12), 1092-1107, 2018 | 44 | 2018 |
| Value creation challenges in multichannel retail business models M Yrjölä Journal of Business Models 2 (1), 2014 | 33 | 2014 |
| Inside-out and outside-in mental models: a top executive perspective M Yrjölä, H Kuusela, K Neilimo, H Saarijärvi European Business Review 30 (5), 529-553, 2018 | 32 | 2018 |
| The company in society: when corporate responsibility transforms strategy S Lahtinen, H Kuusela, M Yrjölä Journal of Business Strategy 39 (4), 11-18, 2018 | 29 | 2018 |
| From customer to actor value propositions: an analysis of digital transaction platforms H Hokkanen, M Hänninen, M Yrjölä, H Saarijärvi The International Review of Retail, Distribution and Consumer Research 31 (3 …, 2021 | 25 | 2021 |
| Service-dominant logic and service logic-contradictory and/or complementary? H Saarijärvi, P Puustinen, M Yrjölä, K Mäenpää International Journal of Services Sciences 6 (1), 1-25, 2017 | 18 | 2017 |
| Eye on the customer: breaking away from the inside-out mindset M Yrjölä Journal of Business Strategy 42 (3), 206-214, 2021 | 17 | 2021 |
| Uncovering executive prioritization: Evaluating customer value propositions with the pairwise comparison method M Yrjölä Journal of Service Science and Management 8 (1), 1-13, 2015 | 16 | 2015 |