| Use of relationship marketing programs in building customer–salesperson and customer–firm relationships: Differential influences on financial outcomes RW Palmatier, LK Scheer, MB Houston, KR Evans, S Gopalakrishna International Journal of Research in Marketing 24 (3), 210-223, 2007 | 275 | 2007 |
| The relationship between waiting in a service queue and evaluations of service quality: A field theory perspective MB Houston, LA Bettencourt, S Wenger Psychology & Marketing 15 (8), 735-753, 1998 | 245 | 1998 |
| Relationship velocity: toward a theory of relationship dynamics RW Palmatier, MB Houston, RP Dant, D Grewal Journal of Marketing 77 (1), 13-30, 2013 | 220 | 2013 |
| Returns on business-to-business relationship marketing investments: Strategies for leveraging profits RW Palmatier, S Gopalakrishna, MB Houston Marketing science 25 (5), 477-493, 2006 | 220 | 2006 |
| Buyer–supplier contracts versus joint ventures: Determinants and consequences of transaction structure MB Houston, SA Johnson Journal of Marketing Research 37 (1), 1-15, 2000 | 218 | 2000 |
| Does innate consumer innovativeness relate to new product/service adoption behavior? The intervening role of social learning via vicarious innovativeness S Im, CH Mason, MB Houston Journal of the Academy of Marketing Science 35 (1), 63-75, 2007 | 191 | 2007 |
| A rexamination of the motives and gains in joint ventures SA Johnson, MB Houston Journal of Financial and Quantitative Analysis 35 (1), 67-85, 2000 | 172 | 2000 |
| Barriers to matching new technologies and market opportunities in established firms EU Bond III, MB Houston Journal of product innovation management 20 (2), 120-135, 2003 | 168 | 2003 |
| The last picture show? Timing and order of movie distribution channels T Hennig-Thurau, V Henning, H Sattler, F Eggers, MB Houston Journal of Marketing 71 (4), 63-83, 2007 | 164 | 2007 |
| Conceptualizing and measuring the monetary value of brand extensions: The case of motion pictures T Hennig-Thurau, MB Houston, T Heitjans Journal of Marketing 73 (6), 167-183, 2009 | 157 | 2009 |
| The differing roles of success drivers across sequential channels: An application to the motion picture industry T Hennig-Thurau, MB Houston, G Walsh Journal of the Academy of Marketing Science 34 (4), 559-575, 2006 | 136 | 2006 |
| Determinants of motion picture box office and profitability: an interrelationship approach T Hennig-Thurau, MB Houston, G Walsh Review of Managerial Science 1 (1), 65-92, 2007 | 120 | 2007 |
| Can good marketing carry a bad product? Evidence from the motion picture industry T Hennig-Thurau, MB Houston, S Sridhar Marketing Letters 17 (3), 205-219, 2006 | 108 | 2006 |
| Cross-unit competition for a market charter: The enduring influence of structure MB Houston, BA Walker, MD Hutt, PH Reingen Journal of Marketing 65 (2), 19-34, 2001 | 98 | 2001 |
| Self-relevance and purchase goals: mapping a consumer decision MB Houston, BA Walker Journal of the Academy of Marketing Science 24 (3), 232-245, 1996 | 91 | 1996 |
| Assessing the validity of secondary data proxies for marketing constructs MB Houston Journal of Business Research 57 (2), 154-161, 2004 | 81 | 2004 |
| But that’s not fair! An exploratory study of student perceptions of instructor fairness MB Houston, LA Bettencourt Journal of Marketing Education 21 (2), 84-96, 1999 | 71 | 1999 |
| Distinguishing supplier reputation from trust in buyer–supplier relationships T Suh, MB Houston Industrial marketing management 39 (5), 744-751, 2010 | 69 | 2010 |
| Establishing a high-technology knowledge transfer network: The practical and symbolic roles of identification EU Bond III, MB Houston, YE Tang Industrial Marketing Management 37 (6), 641-652, 2008 | 65 | 2008 |
| Transformational relationship events CM Harmeling, RW Palmatier, MB Houston, MJ Arnold, SA Samaha Journal of Marketing 79 (5), 39-62, 2015 | 62 | 2015 |
