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Roberto Mora Cortez

15 works· latest 2024· 2 institutionscluster: provisionalORCID 0000-0002-2962-2159

h-index12

i1014

Citations1,191

Works here15

Most cited in this library

The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory2020 · 459 citations
The future of B2B marketing theory: A historical and prospective analysis2017 · 281 citations
B2B market segmentation: A systematic review and research agenda2021 · 99 citations
Revisiting the theory of business-to-business advertising2019 · 56 citations
Marketing role in B2B settings: evidence from advanced, emerging and developing markets2018 · 43 citations

Works

15 shown

Revisiting the strategic role of market segmentation: Five themes for future research

Industrial Marketing Management·2024·3 authors·editorial

8citations

Business-to-business digitalization, artificial intelligence, and social action

Journal of Business Research·2023·2 authors

24citations

“Good Times–Bad Times” – Relationship marketing through business cycles

Journal of Business Research·2023·3 authors·Open access

27citations

The buying center concept as a milestone in industrial marketing: Review and research agenda

Industrial Marketing Management·2022·3 authors·Open access

43citations

Prioritizing B2B marketing capabilities: Crossvergence in advanced and emerging economies

Industrial Marketing Management·2022·1 author·Open access

42citations

Restoring ecosystem brands: The role of sustainability-led innovation

Industrial Marketing Management·2022·3 authors

12citations

B2B market segmentation: A systematic review and research agenda

Journal of Business Research·2021·3 authors·review·Open access

99citations

The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory

Industrial Marketing Management·2020·2 authors·Open access

459citations

B2B marketing renaissance in business schools

Journal of Business and Industrial Marketing·2019·1 author

12citations

Revisiting the theory of business-to-business advertising

Industrial Marketing Management·2019·3 authors·Open access

56citations

Cultivating organizational wisdom for value innovation

Journal of Business and Industrial Marketing·2018·2 authors

31citations

Marketing role in B2B settings: evidence from advanced, emerging and developing markets

Journal of Business and Industrial Marketing·2018·2 authors

43citations

Unit pricing and its implications for B2B marketing research

Industrial Marketing Management·2018·2 authors

19citations

Needed B2B marketing capabilities: Insights from the USA and emerging Latin America

International Business Review·2017·2 authors

35citations

The future of B2B marketing theory: A historical and prospective analysis

Industrial Marketing Management·2017·2 authors

281citations