| What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities? O Mintz, IS Currim Journal of marketing 77 (2), 17-40, 2013 | 354 | 2013 |
| The right metrics for marketing-mix decisions O Mintz, TJ Gilbride, P Lenk, IS Currim International Journal of Research in Marketing 38 (1), 32-49, 2021 | 58 | 2021 |
| How Information Accessed at the Point of Purchase Impacts Inferences from Consumer Choice Models: Insights from a Durable Product E-Commerce Website IS Currim, O Mintz, S Siddarth Journal of Interactive Marketing 29 (1), 11-25, 2015 | 36* | 2015 |
| Managerial metric use in marketing decisions across 16 countries: A cultural perspective O Mintz, IS Currim, JBEM Steenkamp, M de Jong Journal of International Business Studies 52, 1474-1500, 2021 | 32 | 2021 |
| When Does Metric Use Matter Less?: How Firm and Managerial Characteristics Moderate the Relationship between Metric Use and Marketing Mix Performance O Mintz, IS Currim European Journal of Marketing 49 (11/12), 1809-1856, 2015 | 28 | 2015 |
| Evaluation Set Size and Purchase: Evidence from a Product Search Engine V Choudhary, I Currim, S Dewan, I Jeliazkov, O Mintz, J Turner Journal of Interactive Marketing 37, 16-37, 2017 | 27 | 2017 |
| Information processing pattern and propensity to buy: An investigation of online point-of-purchase behavior O Mintz, IS Currim, I Jeliazkov Marketing Science 32 (5), 716-732, 2013 | 23 | 2013 |
| Marketing on the metaverse: Research opportunities and challenges S Lu, O Mintz AMS Review 13 (1), 151-166, 2023 | 19 | 2023 |
| What if your owners also own other firms in your industry? The relationship between institutional common ownership, marketing, and firm performance J Healey, O Mintz International Journal of Research in Marketing 38 (4), 838-856, 2021 | 12 | 2021 |
| A Model for Inferring Market Preferences from Online Retail Product Information Matrices TJ Gilbride, IS Currim, O Mintz, S Siddarth Journal of Retailing 92 (4), 470-485, 2016 | 12 | 2016 |
| Post-Pandemic Business Playbook O Mintz Springer Singapore, 2021 | 8 | 2021 |
| Your Customers Have Changed. Here's How to Engage Them Again R Deshpandé, O Mintz, I Currim Harvard Business School Working Knowledge Series, 2020 | 6 | 2020 |
| Metrics for marketing decisions: drivers and implications for performance O Mintz NIM Marketing Intelligence Review 15 (1), 18-23, 2023 | 5 | 2023 |
| Drowning in metrics: How managers select and trade-off metrics for making marketing budgetary decisions O Mintz, Y Bart, P Lenk, D Reibstein | 5 | 2019 |
| Should B2B start-ups invest in marketing? O Mintz, GL Lilien Industrial Marketing Management 117, 220-237, 2024 | 4 | 2024 |
| National customer orientation: a framework, propositions and agenda for future research O Mintz, IS Currim, R Deshpandé European Journal of Marketing 56 (4), 1014-1041, 2022 | 3 | 2022 |
| 3 tactics to overcome COVID-19 vaccine hesitancy R Deshpandé, O Mintz, I Currim World Economic Forum, 2021 | 2 | 2021 |
| How influencers, celebrities, and FOMO can win over vaccine skeptics R Deshpandé, O Mintz, IS Currim Harvard Business School, 2021 | 2 | 2021 |
| Does Having a Marketing and Sales Co-Founder Increase the Likelihood of a Start-up Firm Obtaining an External Investment O Mintz, P Lenk, Y Wang Marketing Science Institute Working Paper Series 21, 2019 | 2 | 2019 |
| National customer orientation: an empirical test across 112 countries O Mintz, IS Currim, R Deshpandé Marketing Letters 34 (2), 189-204, 2023 | 1 | 2023 |
Imran S CurrimDistinguished Professor, University of California IrvineVerified email at uci.edu
