| Marketing channel length in rural India: Influence of the external environment and rural retailer buyer behavior RK Aithal International Journal of Retail & Distribution Management 40 (3), 200-217, 2012 | 68 | 2012 |
| Factors influencing technology adoption amongst small retailers: insights from thematic analysis RK Aithal, V Choudhary, H Maurya, D Pradhan, DN Sarkar International Journal of Retail & distribution management 51 (1), 81-102, 2023 | 46 | 2023 |
| Rural marketing in the development paradigm LK Vaswani, R Aithal, D Pradhan, G Sridhar International Journal of Rural Management 1 (2), 245-262, 2005 | 43 | 2005 |
| Exploring channel conflict in an emerging economy: the small retailer’s perspective RK Aithal, H Maurya International Journal of Retail & Distribution Management 45 (10), 1061-1078, 2017 | 25 | 2017 |
| Distribution Channel Structure in Rural Areas: A Framework and Hypotheses RK Aithal, LK Vaswani Decision 32 (1), 191-206, 2005 | 17* | 2005 |
| Rural tourism in India: case studies of resilience during crisis R Aithal, RK Anil, D Angmo Worldwide Hospitality and Tourism Themes 15 (1), 63-73, 2023 | 13 | 2023 |
| Resilience of an evolved retail agglomeration: case of rural periodic markets in emerging economies RK Aithal, D Pradhan International Journal of Retail & Distribution Management 50 (11), 1395-1411, 2022 | 10 | 2022 |
| Reimagining an experiential learning exercise in times of crisis: Lessons learned and a proposed framework Satyam, RK Aithal Journal of Marketing Education 44 (2), 191-202, 2022 | 10 | 2022 |
| Rural telecom in India: Marketing issues and experiences from other countries RK Aithal, A Mukhopadhyay Computer Society of India, 271-277, 2007 | 7 | 2007 |
| Book essay on Unrelenting Innovation: How to create a culture for market dominance RK Aithal Journal of Business Research 68 (2), 322-325, 2015 | 6 | 2015 |
| Reducing market separation through e-commerce: cases of Bottom of the Pyramid (BoP) firms in India D Angmo, RK Aithal, AK Jaiswal Information Technology for Development 30 (1), 93-113, 2024 | 5 | 2024 |
| Resilience of small retailers in facing the Covid-19 pandemic–a qualitative study T Samanta, R Aithal Qualitative Market Research: An International Journal 26 (5), 555-578, 2023 | 5 | 2023 |
| Low-cost technologies for Kirana (small) retail: a game changer? V Choudhary, RK Aithal IIM Kozhikode Society & Management Review 12 (2), 250-258, 2023 | 5 | 2023 |
| Reflections from a periodic market in rural india Satyam, R Aithal Bottom of the pyramid marketing: Making, shaping and developing BoP markets …, 2018 | 4 | 2018 |
| Distribution Challenges in Emerging Markets: Evaluating Alternate Distribution Strategies for FMCG Firms in Rural India RK Aithal, Satyam, H Maurya Strategic Marketing Issues in Emerging Markets, 51-60, 2018 | 4 | 2018 |
| Marketing to rural India: Challenges & opportunities RK Aithal IMI Konnect 6 (1), 1-4, 2017 | 4 | 2017 |
| Embedding the UN SDGs into a marketing elective on base-of-the-pyramid markets: An experiential learning approach Satyam, RK Aithal Journal of Marketing Education 46 (2), 110-122, 2024 | 3 | 2024 |
| Exploring the intellectual and conceptual structure of small retail research through a bibliometric analysis T Samanta, RK Aithal International Journal of Retail & Distribution Management 52 (2), 220-239, 2024 | 3 | 2024 |
| An Exploratory Study on the Emergence of Private Labels in India R Aithal 3rd IIMA Conference on Marketing Paradigms for Emerging Economies, 2009 | 3 | 2009 |
| Kala Raksha Trust, Kutch RK Aithal Vision 12 (3), 61-71, 2008 | 3 | 2008 |
Harshit MauryaAssistant Professor, Marketing Management Area, International Management Institute, New DelhiVerified email at imi.edu
