| Relationships between providers and users of market research: The dynamics of trust within and between organizations C Moorman, G Zaltman, R Deshpande Journal of marketing research 29 (3), 314-328, 1992 | 7183 | 1992 |
| Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis R Deshpandé, JU Farley, FE Webster Jr Journal of marketing 57 (1), 23-37, 1993 | 6944 | 1993 |
| Factors affecting trust in market research relationships C Moorman, R Deshpande, G Zaltman Journal of marketing 57 (1), 81-101, 1993 | 5770 | 1993 |
| Organizational culture and marketing: defining the research agenda R Deshpande, FE Webster Jr Journal of marketing 53 (1), 3-15, 1989 | 3036 | 1989 |
| “Paradigms lost”: On theory and method in research in marketing R Deshpande Journal of marketing 47 (4), 101-110, 1983 | 1389 | 1983 |
| Measuring market orientation: generalization and synthesis R Deshpandé, JU Farley Journal of market-focused management 2 (3), 213-232, 1998 | 1231 | 1998 |
| Factors affecting the use of market research information: A path analysis R Deshpande, G Zaltman Journal of marketing research 19 (1), 14-31, 1982 | 936 | 1982 |
| Organizational culture, market orientation, innovativeness, and firm performance: an international research odyssey R Deshpandé, JU Farley International Journal of research in Marketing 21 (1), 3-22, 2004 | 857 | 2004 |
| The intensity of ethnic affiliation: A study of the sociology of Hispanic consumption R Deshpande, WD Hoyer, N Donthu Journal of Consumer Research 13 (2), 214-220, 1986 | 801 | 1986 |
| Executive insights: corporate culture and market orientation: comparing Indian and Japanese firms R Deshpandé, JU Farley Journal of International Marketing 7 (4), 111-127, 1999 | 745* | 1999 |
| Identity salience and the influence of differential activation of the social self-schema on advertising response. MR Forehand, R Deshpandé, A Reed II Journal of Applied psychology 87 (6), 1086, 2002 | 585 | 2002 |
| Situational ethnicity and consumer behavior DM Stayman, R Deshpande Journal of Consumer Research 16 (3), 361-371, 1989 | 583 | 1989 |
| A tale of two cities: Distinctiveness theory and advertising effectiveness R Deshpandé, DM Stayman Journal of Marketing Research 31 (1), 57-64, 1994 | 563 | 1994 |
| Morgan (1995),“The comparative advantage theory of competition,” SD Hunt, M Robert Journal of Marketing 59 (2), 1-15, 1996 | 545 | 1996 |
| What we see makes us who we are: Priming ethnic self-awareness and advertising response MR Forehand, R Deshpandé Journal of Marketing Research 38 (3), 336-348, 2001 | 503 | 2001 |
| Social dimensions of consumer distinctiveness: The influence of social status on group identity and advertising persuasion SA Grier, R Deshpandé Journal of Marketing Research 38 (2), 216-224, 2001 | 397 | 2001 |
| Developing a market orientation R Deshpande Sage, 1999 | 341 | 1999 |
| Beyond market orientation: When customers and suppliers disagree C Steinman, R Deshpande, JU Farley Journal of the Academy of Marketing science 28 (1), 109-119, 2000 | 293 | 2000 |
| Understanding market orientation: A prospectively designed meta-analysis of three market orientation scales R Deshpandé, JU Farley na, 1996 | 292 | 1996 |
| A comparison of factors affecting researcher and manager perceptions of market research use R Deshpande, G Zaltman Journal of Marketing Research 21 (1), 32-38, 1984 | 264 | 1984 |
