| 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 | 6145 | 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 | 5936 | 1993 |
| Factors affecting trust in market research relationships C Moorman, R Deshpande, G Zaltman Journal of marketing 57 (1), 81-101, 1993 | 4867 | 1993 |
| Organizational culture and marketing: defining the research agenda R Deshpande, FE Webster Jr Journal of marketing 53 (1), 3-15, 1989 | 2668 | 1989 |
| “Paradigms lost”: On theory and method in research in marketing R Deshpande Journal of marketing 47 (4), 101-110, 1983 | 1190 | 1983 |
| Measuring market orientation: generalization and synthesis R Deshpandé, JU Farley Journal of market-focused management 2 (3), 213-232, 1998 | 1092 | 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 | 854 | 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 | 719 | 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 | 715 | 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 | 649* | 1999 |
| Situational ethnicity and consumer behavior DM Stayman, R Deshpande Journal of Consumer Research 16 (3), 361-371, 1989 | 522 | 1989 |
| A tale of two cities: Distinctiveness theory and advertising effectiveness R Deshpandé, DM Stayman Journal of Marketing Research 31 (1), 57-64, 1994 | 495 | 1994 |
| Identity salience and the influence of differential activation of the social self-schema on advertising response. MR Forehand, R Deshpandé, II Reed Journal of Applied psychology 87 (6), 1086, 2002 | 492 | 2002 |
| 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 | 442 | 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 | 339 | 2001 |
| Developing a market orientation R Deshpandé Sage, 1999 | 299 | 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 | 270 | 2000 |
| Understanding market orientation: a prospectively designed meta-analysis of three market orientation scales R Deshpandé, JU Farley na, 1996 | 263 | 1996 |
| Looking at your world through your customer's eyes: Cross-National differences in buyer-seller alliances R Deshpandé, JU Farley Journal of Relationship Marketing 1 (3-4), 3-22, 2002 | 256 | 2002 |
| 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 | 244 | 1984 |
