Dr Omar Merlo
Dr Omar Merlo
Associate Dean (External Relations), Imperial College Business School
Verified email at - Homepage
Cited by
Cited by
The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance
O Merlo, S Auh
Marketing Letters 20, 295-311, 2009
Social capital, customer service orientation and creativity in retail stores
O Merlo, SJ Bell, B Mengüç, GJ Whitwell
Journal of Business research 59 (12), 1214-1221, 2006
Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance
AB Eisingerich, S Auh, O Merlo
Journal of Service Research 17 (1), 40-53, 2014
Media convergence and the evolving media business model: An overview and strategic opportunities
S McPhillips, O Merlo
The Marketing Review 8 (3), 237-253, 2008
Service firm performance transparency: How, when, and why does it pay off?
Y Liu, AB Eisingerich, S Auh, O Merlo, HEH Chun
Journal of Service Research 18 (4), 451-467, 2015
Why customer participation matters
O Merlo, AB Eisingerich, S Auh
MIT Sloan Management Review, 2013
The power of marketing within the firm: Its contribution to business performance and the effect of power asymmetry
S Auh, O Merlo
Industrial Marketing Management 41 (5), 861-873, 2012
The influence of marketing from a power perspective
O Merlo
European Journal of Marketing 45 (7/8), 1152-1171, 2011
The benefits and implementation of performance transparency: The why and how of letting your customers ‘see through’your business
O Merlo, A Eisingerich, S Auh, J Levstek
Business Horizons 61 (1), 73-84, 2018
Power and marketing
O Merlo, GJ Whitwell, BA Lukas
Journal of Strategic Marketing 12 (4), 207-218, 2004
Heuristics revisited: Implications for marketing research and practice
O Merlo, BA Lukas, GJ Whitwell
Marketing Theory 8 (2), 189-204, 2008
Marketing's reputation and influence in the firm
O Merlo, BA Lukas, GJ Whitwell
Journal of Business Research 65 (3), 446-452, 2012
Flexibility and stretching rights: the no disadvantage test in enterprise bargaining.
O Merlo
Australian Journal of Labour Law 13 (3), 207-235, 2000
Flexibility and Stretching Rights: The No Disadvantage Test in Enterprise Bargaining’(2000)
O Merlo
Australian Journal of Labour Law 13, 207, 0
Customer satisfaction and purchase behavior: The role of customer input
A Eisingerich, O Merlo, J Heide, P Tracey
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of …, 2016
Marketing's strategic influence in Australian firms: A review and survey
O Merlo, S Auh
Australasian Marketing Journal 18 (2), 49-56, 2010
Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?
O Merlo, AB Eisingerich, R Gillingwater, JJ Cao
Business Horizons 66 (5), 615-629, 2023
Immunizing customers against negative brand-related information
O Merlo, AB Eisingerich, WD Hoyer
Journal of the Academy of Marketing Science 52 (1), 140-163, 2024
Avoiding the pitfalls of customer participation
O Merlo, AB Eisingerich, HK Shin, RA Britton
MIT Sloan Management Review 61 (1), 2019
Toward a conceptual understanding of the alleged decline of marketing’s influence within organizations
O Merlo, G Whitwell, BA Lukas
AMA Winter Educators’ Conference 14, 2003
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