| An empirical investigation of customer satisfaction after service failure and recovery MA McCollough, LL Berry, MS Yadav Journal of service research 3 (2), 121-137, 2000 | 1679 | 2000 |
| Social commerce: a contingency framework for assessing marketing potential MS Yadav, K De Valck, T Hennig-Thurau, DL Hoffman, M Spann Journal of interactive marketing 27 (4), 311-323, 2013 | 734 | 2013 |
| Marketing in computer-mediated environments: Research synthesis and new directions MS Yadav, PA Pavlou Journal of Marketing, 2014 | 663 | 2014 |
| Managing the future: CEO attention and innovation outcomes MS Yadav, JC Prabhu, RK Chandy Journal of marketing 71 (4), 84-101, 2007 | 655 | 2007 |
| The decline of conceptual articles and implications for knowledge development MS Yadav Journal of Marketing 74 (1), 1-19, 2010 | 651 | 2010 |
| How buyers perceive savings in a bundle price: An examination of a bundle's transaction value MS Yadav, KB Monroe Journal of Marketing Research 30 (3), 350-358, 1993 | 559 | 1993 |
| Marketing strategy and the internet: an organizing framework PR Varadarajan, MS Yadav Journal of the Academy of Marketing Science 30, 296-312, 2002 | 553 | 2002 |
| How buyers evaluate product bundles: A model of anchoring and adjustment MS Yadav Journal of Consumer Research 21 (2), 342-353, 1994 | 504 | 1994 |
| Capture and communicate value in the pricing of services LL Berry, MS Yadav MIT Sloan Management Review 37 (4), 41, 1996 | 325 | 1996 |
| Interactivity in the electronic marketplace: An exposition of the concept and implications for research MS Yadav, R Varadarajan Journal of the Academy of Marketing Science 33, 585-603, 2005 | 315 | 2005 |
| Interactive technologies and retailing strategy: A review, conceptual framework and future research directions R Varadarajan, R Srinivasan, GG Vadakkepatt, MS Yadav, PA Pavlou, ... Journal of Interactive Marketing 24 (2), 96-110, 2010 | 258 | 2010 |
| Marketing strategy in an internet-enabled environment: a retrospective on the first ten years of JIM and a prospective on the next ten years R Varadarajan, MS Yadav Journal of interactive marketing 23 (1), 11-22, 2009 | 228 | 2009 |
| Context effects on effort and accuracy in choice: An enquiry into adaptive decision making NM Klein, MS Yadav Journal of Consumer Research 15 (4), 411-421, 1989 | 199 | 1989 |
| Understanding product migration to the electronic marketplace: A conceptual framework MS Yadav, PR Varadarajan Journal of Retailing 81 (2), 125-140, 2005 | 155 | 2005 |
| First-mover advantage in an Internet-enabled market environment: conceptual framework and propositions R Varadarajan, MS Yadav, V Shankar Journal of the Academy of Marketing Science 36, 293-308, 2008 | 150 | 2008 |
| How task-facilitative interactive tools foster buyers’ trust in online retailers: a process view of trust development in the electronic marketplace P Gupta, MS Yadav, R Varadarajan Journal of Retailing 85 (2), 159-176, 2009 | 128 | 2009 |
| Is the price right? Understanding contingent processing in reference price formation MS Yadav, K Seiders Journal of Retailing 74 (3), 311-329, 1998 | 112 | 1998 |
| Bundle evaluation in different market segments: The effects of discount framing and buyers’ preference heterogeneity MS Yadav Journal of the Academy of Marketing Science 23, 206-215, 1995 | 109 | 1995 |
| Technology-enabled interactions in digital environments: A conceptual foundation for current and future research MS Yadav, PA Pavlou Journal of the Academy of Marketing Science 48, 132-136, 2020 | 93 | 2020 |
| Innovations in retailing V Shankar, MS Yadav Journal of Retailing 87, S1, 2011 | 56 | 2011 |