| Maximizing buyer–supplier relationships in the Digital Era: Concept and research agenda M Obal, RA Lancioni Industrial Marketing Management 42 (6), 851-854, 2013 | 165 | 2013 |
| Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies T Morgan, M Obal, S Anokhin Research Policy 47 (2), 498-510, 2018 | 143 | 2018 |
| Trust development in e‐services: A cohort analysis of millennials and baby boomers M Obal, W Kunz Journal of service management 24 (1), 45-63, 2013 | 133 | 2013 |
| What drives post-adoption usage? Investigating the negative and positive antecedents of disruptive technology continuous adoption intentions M Obal Industrial Marketing Management 63, 42-52, 2017 | 100 | 2017 |
| Why do incumbents sometimes succeed? Investigating the role of interorganizational trust on the adoption of disruptive technology M Obal Industrial Marketing Management 42 (6), 900-908, 2013 | 95 | 2013 |
| Managing business relationships during a pandemic: Conducting a relationship audit and developing a path forward M Obal, TT Gao Industrial Marketing Management 88, 247-254, 2020 | 84 | 2020 |
| Investigating social media as a firm’s signaling strategy through an IPO A Mumi, M Obal, Y Yang Small Business Economics 53, 631-645, 2019 | 56 | 2019 |
| Integrating sustainability into new product development: The role of organizational leadership and culture M Obal, T Morgan, G Joseph Journal of Small Business Strategy 30 (1), 43-57, 2020 | 52 | 2020 |
| Cross-cultural differences in uses of online experts M Obal, W Kunz Journal of Business Research 69 (3), 1148-1156, 2016 | 38 | 2016 |
| Stock market reactions to new product launches in international markets: The moderating role of culture MB Talay, MB Akdeniz, M Obal, JD Townsend Journal of International Marketing 27 (4), 81-98, 2019 | 29 | 2019 |
| Whom should we talk to? Investigating the varying roles of internal and external relationship quality on radical and incremental innovation performance M Obal, R Kannan‐Narasimhan, G Ko Journal of Product Innovation Management 33, 136-147, 2016 | 28 | 2016 |
| How Can Social Networking Sites Help Us? The Role of Online Weak Ties in the IMC Mix M Obal, G Burtch, W Kunz International Journal of Integrated Marketing Communications 3 (2), 33-47, 2011 | 26 | 2011 |
| Strategic change and innovation reputation: Opening up the innovation process T Morgan, M Obal, RD Jewell Journal of Business Research 132, 249-259, 2021 | 19 | 2021 |
| Type of knowledge sharing and its impact on collaborative new product development E Thomas, M Obal International Journal of Innovation Management 22 (02), 1850020, 2018 | 19 | 2018 |
| Investigating the moderating effects of perceived technological change on sales force acceptance M Obal, T Morgan Journal of Business-to-Business Marketing 25 (4), 319-338, 2018 | 17 | 2018 |
| Improving banner ad strategies through predictive modeling MW Obal, W Lv Journal of Research in Interactive Marketing 11 (2), 198-212, 2017 | 14 | 2017 |
| Investigating the impact of radical technology adoption into the new product development process S Ibrahim, M Obal International Journal of Innovation Management 24 (04), 2050035, 2020 | 11 | 2020 |
| The role of market knowledge type on product innovation performance D Petrovici, M Obal, B Walton, A Fearne International Journal of Innovation Management 24 (05), 2050046, 2020 | 5 | 2020 |
| Evaluating the role of weak ties in the context of an online social network M Obal, G Burtch, W Kunz Marketing Theory and Applications 23, 176-184, 2012 | 5 | 2012 |
| Let's get engaged! Crossing the threshold of marketing’s engagement era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference MW Obal, N Krey, C Bushardt Springer, 2015 | 4 | 2015 |
Werner KunzProfessor of Marketing, University of Massachusetts BostonVerified email at umb.edu
