| 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 | 705 | 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 | 416 | 2006 |
| Context, culture and green consumption: a new framework SR Nair, VJ Little Journal of international consumer marketing 28 (3), 169-184, 2016 | 101 | 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 | 61 | 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 | 29 | 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 31 (2), 205-218, 2016 | 27 | 2016 |
| 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 | 17 | 2006 |
| Macromarketing our way to a zero-carbon future S Helm, V Little Journal of Macromarketing 42 (2), 262-266, 2022 | 13 | 2022 |
| 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 | 10 | 2008 |
| Understanding customer value: an action research-based study of contemporary marketing practice VJ Little PhD Thesis-University of Auckland, 2004 | 10 | 2004 |
| Towards more resilient food production systems: Implanting sustainability-oriented innovation VJ Little, M Holmlund, P Polsa, M Naidu Journal of Cleaner Production 385, 135708, 2023 | 9 | 2023 |
| Four ecotourism archetypes: expressing symbolic desires V Kunchamboo, V Little Journal of Ecotourism 22 (4), 502-517, 2023 | 8 | 2023 |
| 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 22 (2), 90-101, 2010 | 7 | 2010 |
| Market validation in the context of new high-tech ventures MP Miles, V Little, R Brookes, SC Morrish Retrieved February 12, 2017, 2014 | 6 | 2014 |
| Not WEIRD at all! Towards more pluralistic economies and sustainable livelihoods VJ Little, HHP Ho, B Eti-Tofinga Journal of Macromarketing 43 (2), 190-214, 2023 | 5 | 2023 |
| Common Cause, coopetition or competition? Resource contestation in food waste recovery networks V Kunchamboo, VJ Little, SKA Cheah Journal of Macromarketing 43 (2), 255-273, 2023 | 5* | 2023 |
| Helm (2019),“Calling All Macromarketers: Vanguards for Sustainability in a þ1. 5oc World,” VJ Little, V Sabrina The 44th Macromarketing Conference, T Facca-Miess ed. Cleveland, OH, 25-29, 2019 | 5 | 2019 |
Roderick J. BrodieDepartment of Marketing University of Auckland Business School在 auckland.ac.nz 的电子邮件经过验证
