| Measuring marketing productivity: Current knowledge and future directions RT Rust, T Ambler, GS Carpenter, V Kumar, RK Srivastava Journal of marketing 68 (4), 76-89, 2004 | 1850 | 2004 |
| Consumer preference formation and pioneering advantage GS Carpenter, K Nakamoto Journal of Marketing research 26 (3), 285-298, 1989 | 1590 | 1989 |
| Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes GS Carpenter, R Glazer, K Nakamoto Journal of marketing research 31 (3), 339-350, 1994 | 878 | 1994 |
| Creating a market orientation: A longitudinal, multifirm, grounded analysis of cultural transformation GF Gebhardt, GS Carpenter, JF Sherry Jr Journal of marketing 70 (4), 37-55, 2006 | 770 | 2006 |
| Late mover advantage: How innovative late entrants outsell pioneers V Shankar, GS Carpenter, L Krishnamurthi Journal of Marketing research 35 (1), 54-70, 1998 | 689 | 1998 |
| Why is the trivial important? A reasons-based account for the effects of trivial attributes on choice CL Brown, GS Carpenter Journal of Consumer Research 26 (4), 372-385, 2000 | 343 | 2000 |
| A model of marketing mix, brand switching, and competition GS Carpenter, DR Lehmann Journal of marketing research 22 (3), 318-329, 1985 | 291 | 1985 |
| Modeling asymmetric competition GS Carpenter, LG Cooper, DM Hanssens, DF Midgley Marketing Science 7 (4), 393-412, 1988 | 287 | 1988 |
| Competitive strategies for late entry into a market with a dominant brand GS Carpenter, K Nakamoto Management Science 36 (10), 1268-1278, 1990 | 269 | 1990 |
| The advantages of entry in the growth stage of the product life cycle: An empirical analysis V Shankar, GS Carpenter, L Krishnamurthi Journal of Marketing Research 36 (2), 269-276, 1999 | 234 | 1999 |
| The role of market efficiency intuitions in consumer choice: A case of compensatory inferences A Chernev, GS Carpenter Journal of Marketing Research 38 (3), 349-361, 2001 | 194 | 2001 |
| Disgusted and afraid: Consumer choices under the threat of contagious disease C Galoni, GS Carpenter, H Rao Journal of Consumer Research 47 (3), 373-392, 2020 | 184 | 2020 |
| Status games: Market driving through social influence in the US wine industry A Humphreys, GS Carpenter Journal of Marketing 82 (5), 141-159, 2018 | 164 | 2018 |
| Reflections on “consumer preference formation and pioneering advantage” GS Carpenter, K Nakamoto Journal of Marketing Research 31 (4), 570-573, 1994 | 153 | 1994 |
| Perceptual position and competitive brand strategy in a two-dimensional, two-brand market GS Carpenter Management Science 35 (9), 1029-1044, 1989 | 146 | 1989 |
| Handbook of marketing strategy V Shankar, GS Carpenter, J Farley Edward Elgar Publishing, 2012 | 113 | 2012 |
| Измерение результативности маркетинга: современные знания и будущие направления РТ Руст, Т Эмблер, ГС Карпентер, В Кумар, РК Сривастава Российский журнал менеджмента 5 (2), 63–90-63–90, 2007 | 72 | 2007 |
| Modeling competitive marketing strategies: the impact of marketing-mix relationships and industry structure GS Carpenter Marketing Science 6 (2), 208-221, 1987 | 68 | 1987 |
| Market Pioneering, Learning, and Preference. GS Carpenter, K Nakamoto Advances in consumer research 15 (1), 1988 | 65 | 1988 |
| Creating and managing brands AM Tybout, GS Carpenter Kellogg on marketing, 112-141, 2012 | 58 | 2012 |
