| Towards a paradigm shift in marketing? An examination of current marketing practices RJ Brodie, NE Coviello, RW Brookes, V Little Journal of marketing management 13 (5), 383-406, 1997 | 643 | 1997 |
| The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory? RJ Brodie, MS Glynn, V Little Marketing theory 6 (3), 363-379, 2006 | 386 | 2006 |
| Context, culture and green consumption: a new framework SR Nair, VJ Little Journal of international consumer marketing 28 (3), 169-184, 2016 | 60 | 2016 |
| Macro-demarketing: The key to unlocking unsustainable production and consumption systems? VJ Little, CKC Lee, S Nair Journal of Macromarketing 39 (2), 166-187, 2019 | 39 | 2019 |
| The new marketing What does' customer focus' now mean? R Brookes, V Little Marketing and Research Today 25 (2), 96-105, 1997 | 37 | 1997 |
| Research‐informed teaching and teaching‐informed research: The Contemporary Marketing Practices (CMP) living case study approach to understanding marketing practice V Little, R Brookes, R Palmer Journal of Business & Industrial Marketing 23 (2), 124-134, 2008 | 25 | 2008 |
| Inbound open innovation for pharmaceutical markets: a case study of an anti-diabetic drug in-licensing decision AYH Wu, VJ Little, B Low Journal of business & industrial marketing, 2016 | 18 | 2016 |
| Toward a paradigm shift? An examination of contemporary marketing practices RJ Brodie, NE Coviello, RW Brookes, V Little Journal of Marketing Management 13 (5), 383-406, 1997 | 14 | 1997 |
| Turning marketing promises into business value: The experience of an industrial SME V Little, J Motion, RJ Brodie, R Brookes University of Auckland Business School 8 (1), 25-36, 2006 | 12 | 2006 |
| Understanding customer value: an action research-based study of contemporary marketing practice VJ Little PhD Thesis-University of Auckland, 2004 | 10 | 2004 |
| Value postures and the service-dominant logic: Between-firm and within-firm business perspectives RJ Brodie, VJ Little, J Motion The Otago Forum, 140-164, 2008 | 9 | 2008 |
| Advancing understanding: the contribution of multi-method action research-based approaches to knowledge creation VJ Little, J Motion, RJ Brodie International journal of learning and change 1 (2), 217-228, 2006 | 8 | 2006 |
| Collaboration, resource integration and value co-creation within the SD logic: exploring research issues P Frow, R Brodie, V Little, A Payne Forum on Markets and Marketing: Extending Service-Dominant Logic, University …, 2010 | 7 | 2010 |
| Enterprise diversity in the business of wine: what is a business case study? M Benson‐Rea, V Little, Y Dufour International Journal of Wine Business Research, 2010 | 7 | 2010 |
| Helm (2019),“Calling All Macromarketers: Vanguards for Sustainability in a ş1. 5oc World,” VJ Little, V Sabrina The 44th Macromarketing Conference, T Facca-Miess ed. Cleveland, OH, 25-29, 2019 | 5 | 2019 |
| Practice perspective of the marketing organisation RJ Brodie, VJ Little, RW Brookes The Sage Handbook of Marketing Theory, Sage, London, 365-78, 2010 | 4 | 2010 |
| Market validation in the context of new high-tech ventures MP Miles, V Little, R Brookes, SC Morrish Retrieved February 12, 2017, 2014 | 3 | 2014 |
| The metamorphosis of marketing-how will the market research industry adapt? R Brookes, V Little Marketing and Research Today 26 (1), 53-59, 1998 | 3 | 1998 |
| Cocreating Knowledge through Action Research: A Study of Customer Value and Related Processes V Little, J Motion 9th Annual ANZMAC Conference, 2004 | 2 | 2004 |
| Toward Socially Responsible Business: A Typology of Value Postures in Nested Service Ecosystems JJ Baker, VJ Little, RJ Brodie The Palgrave Handbook of Service Management, 371-391, 2022 | 1 | 2022 |
Roderick J. BrodieDepartment of Marketing University of Auckland Business SchoolVerified email at auckland.ac.nz
