| The commitment-trust theory of relationship marketing RM Morgan, SD Hunt Journal of marketing 58 (3), 20-38, 1994 | 37883 | 1994 |
| The comparative advantage theory of competition SD Hunt, RM Morgan Journal of marketing 59 (2), 1-15, 1995 | 4861 | 1995 |
| Customer engagement: Exploring customer relationships beyond purchase SD Vivek, SE Beatty, RM Morgan Journal of marketing theory and practice 20 (2), 122-146, 2012 | 3283 | 2012 |
| The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions SD Hunt, RM Morgan Journal of marketing 60 (4), 107-114, 1996 | 1376 | 1996 |
| A generalized multidimensional scale for measuring customer engagement SD Vivek, SE Beatty, V Dalela, RM Morgan Journal of marketing theory and practice 22 (4), 401-420, 2014 | 1027 | 2014 |
| Organizational commitment: one of many commitments or key mediating construct? SD Hunt, RM Morgan Academy of management journal 37 (6), 1568-1587, 1994 | 833 | 1994 |
| Relationship-based competitive advantage: the role of relationship marketing in marketing strategy RM Morgan, S Hunt Journal of business research 46 (3), 281-290, 1999 | 768 | 1999 |
| The role of existing knowledge in new product innovativeness and performance BK Brockman, RM Morgan Decision sciences 34 (2), 385-419, 2003 | 730 | 2003 |
| Relationship marketing in the era of network competition SD Hunt, RM Morgan Marketing management 3 (1), 18, 1994 | 546 | 1994 |
| Resource-advantage theory: a snake swallowing its tail or a general theory of competition? SD Hunt, RM Morgan Journal of marketing 61 (4), 74-82, 1997 | 519 | 1997 |
| Hunt. SD (1994). The commitment-trust theory of relationship marketing RM Morgan Journal of marketing 58 (3), 20-38, 1994 | 468 | 1994 |
| Differential effects of preferential treatment levels on relational outcomes R Lacey, J Suh, RM Morgan Journal of service research 9 (3), 241-256, 2007 | 420 | 2007 |
| Relationship marketing and marketing strategy: The evolution of relationship marketing strategy within the organization RM Morgan Handbook of relationship marketing, 481-504, 2000 | 248 | 2000 |
| Customer advocacy and the impact of B2B loyalty programs R Lacey, RM Morgan Journal of business & industrial marketing 24 (1), 3-13, 2008 | 211 | 2008 |
| The moderating effect of organizational cohesiveness in knowledge use and new product development BK Brockman, RM Morgan Journal of the Academy of Marketing Science 34, 295-307, 2006 | 164 | 2006 |
| The resource-advantage theory of competition: A review SD Hunt, RM Morgan Review of marketing research, 153-205, 2017 | 125 | 2017 |
| The commitment-trust theory of marketing relationships RM Morgan, S Hunt Journal of Marketing 58 (3), 20-38, 1994 | 119 | 1994 |
| Patronage and loyalty strategies: understanding the behavioral and attitudinal outcomes of customer retention programs RM Morgan, TN Crutchfield, R Lacey Relationship marketing: Gaining competitive advantage through customer …, 2000 | 117 | 2000 |
| Joint venture stability and cooperation: Direct, indirect and contingent effects of resource complementarity and trust GD Deitz, M Tokman, RG Richey, RM Morgan Industrial Marketing Management 39 (5), 862-873, 2010 | 116 | 2010 |
| RM Morgan, SD Hunt RM Morgan The commitment-trust theory of relationship marketing, Journal of Marketing …, 1994 | 102 | 1994 |
