| Customer engagement in service V Kumar, B Rajan, S Gupta, ID Pozza Journal of the Academy of Marketing Science 47, 138-160, 2019 | 683 | 2019 |
| Conceptualizing the evolution and future of advertising V Kumar, S Gupta Journal of advertising 45 (3), 302-317, 2016 | 356 | 2016 |
| Digital analytics: Modeling for insights and new methods S Gupta, A Leszkiewicz, V Kumar, T Bijmolt, D Potapov Journal of Interactive Marketing 51 (1), 26-43, 2020 | 238 | 2020 |
| Global customer engagement S Gupta, A Pansari, V Kumar Journal of International Marketing 26 (1), 4-29, 2018 | 202 | 2018 |
| Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions R Varadarajan, RB Welden, S Arunachalam, M Haenlein, S Gupta International Journal of Research in Marketing 39 (2), 482-501, 2022 | 168 | 2022 |
| Emerging market retail: transitioning from a product-centric to a customer-centric approach S Gupta, D Ramachandran Journal of Retailing 97 (4), 597-620, 2021 | 150 | 2021 |
| New-age technologies-driven social innovation: What, how, where, and why? S Gupta, V Kumar, E Karam Industrial Marketing Management, 2020 | 119 | 2020 |
| Understanding the feasibility and value of grassroots innovation S Gupta Journal of the Academy of Marketing Science 48, 941-965, 2020 | 89 | 2020 |
| Reverse innovation: a conceptual framework S Malodia, S Gupta, AK Jaiswal Journal of the Academy of Marketing Science, 1-21, 2020 | 75 | 2020 |
| Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches V Kumar, A Sharma, S Gupta Journal of the Academy of Marketing Science 45, 164-185, 2017 | 33 | 2017 |
| DIMENSIONS OF RETAIL SERVICE CONVENIENCE IN EMERGING MARKET SETTINGS-A QUALITATIVE INVESTIGATION. S Gupta, D Sharma Journal of Services Research 14 (1), 2014 | 25 | 2014 |
| Prevention-Versus Promotion-Focus Regulatory Efforts on the Disease Incidence and Mortality of COVID-19: A Multinational Diffusion Study Using Functional Data Analysis V Kumar, A Sood, S Gupta, N Sood Journal of International Marketing, 1069031X20966563, 2021 | 16 | 2021 |
| Managing climate change risks and creating stakeholders' value via sustainability-focused B2B brand strategies H Khan, S Gupta, V Kumar, B Kumar Industrial Marketing Management 115, 198-213, 2023 | 13 | 2023 |
| Effect of shopping value on service convenience, satisfaction and customer loyalty: A conceptual framework S Gupta SAMVAD 10, 78-85, 2015 | 12 | 2015 |
| Modeling the antecedents of multi-generational services adoption behavior of clients across countries: The role of mindset metrics A Sood, V Kumar, S Gupta Journal of International Business Studies 54 (9), 1661-1686, 2023 | 3 | 2023 |
| Consequences of Multigenerational Services Adoption Behavior: Global Client Engagement A Sood, S Gupta, V Kumar Journal of International Marketing 31 (2), 43-63, 2023 | 2 | 2023 |
| The role of creativity and culture for transformational management in a changing world S Gupta, S Ganesh, A Krishen Journal of Business Research 160, 113557, 2023 | 2 | 2023 |
| Grounded theory: What, why, and how S Gupta, S Malodia Researching and Analysing Business, 77-87, 2024 | 1 | 2024 |
| More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions S Gupta, P Shrivastava, S Gupta‐Rawal Psychology & Marketing 40 (12), 2612-2626, 2023 | 1 | 2023 |
| Design Thinking Approach in International Markets: Implications for the Movie Industry S Gupta, V Kumar, Kandaswamy AIB Insights, 2023 | 1 | 2023 |
V. KumarDistinguished Term Professor, and Senior Fellow, Indian School of BusinessВерификована је имејл адреса на isb.edu
