| Marketing models GL Lilien, P Kotler, KS Moorthy Prentice Hall, 1995 | 1845 | 1995 |
| Consumer information search revisited: Theory and empirical analysis S Moorthy, BT Ratchford, D Talukdar Journal of consumer research 23 (4), 263-277, 1997 | 1268 | 1997 |
| Product and price competition in a duopoly KS Moorthy Marketing science 7 (2), 141-168, 1988 | 998 | 1988 |
| Market segmentation, self-selection, and product line design KS Moorthy Marketing Science 3 (4), 288-307, 1984 | 959 | 1984 |
| Market segmentation, cannibalization, and the timing of product introductions KS Moorthy, IPL Png Management science 38 (3), 345-359, 1992 | 698 | 1992 |
| Signaling quality with a money-back guarantee: The role of transaction costs S Moorthy, K Srinivasan Marketing Science 14 (4), 442-466, 1995 | 579 | 1995 |
| Managing channel profits: Comment KS Moorthy Marketing science, 375-379, 1987 | 543 | 1987 |
| Strategic decentralization in channels KS Moorthy Marketing science 7 (4), 335-355, 1988 | 520 | 1988 |
| Using game theory to model competition KS Moorthy Journal of Marketing Research 22 (3), 262-282, 1985 | 381 | 1985 |
| Managing a distribution channel under asymmetric information with performance requirements R Desiraju, S Moorthy Management Science 43 (12), 1628-1644, 1997 | 284 | 1997 |
| Advertising spending and perceived quality S Moorthy, H Zhao Marketing Letters 11, 221-233, 2000 | 219 | 2000 |
| Advertising repetition and quality perception S Moorthy, SA Hawkins Journal of business research 58 (3), 354-360, 2005 | 186 | 2005 |
| Measuring brand value in an equilibrium framework A Goldfarb, Q Lu, S Moorthy Marketing Science 28 (1), 69-86, 2009 | 160 | 2009 |
| Coupons versus rebates Q Lu, S Moorthy Marketing Science 26 (1), 67-82, 2007 | 151 | 2007 |
| A general theory of pass-through in channels with category management and retail competition S Moorthy Marketing Science 24 (1), 110-122, 2005 | 150 | 2005 |
| Sharing economy: Review of current research and future directions C Narasimhan, P Papatla, B Jiang, PK Kopalle, PR Messinger, S Moorthy, ... Customer needs and solutions 5, 93-106, 2018 | 147 | 2018 |
| Theoretical modeling in marketing KS Moorthy Journal of Marketing 57 (2), 92-106, 1993 | 141 | 1993 |
| Research note—price discrimination after the purchase: Rebates as state-dependent discounts Y Chen, S Moorthy, ZJ Zhang Management Science 51 (7), 1131-1140, 2005 | 135 | 2005 |
| Price‐matching guarantees S Moorthy, RA Winter The RAND Journal of Economics 37 (2), 449-465, 2006 | 134 | 2006 |
| A model of price promotions with consumer search J Banks, S Moorthy International Journal of Industrial Organization 17 (3), 371-398, 1999 | 111 | 1999 |
