Publications
Selected publications
- The complex firm financial effects of customer satisfaction improvements (Journal article - 2021)
- Consequences of Marketing Asset Accountability—A Natural Experiment (Journal article - 2024)
- The value of branding for B2B service firms—The shareholders' perspective (Journal article - 2019)
- Improving PLS-SEM use for business marketing research (Journal article - 2023)
2025
Advertising in business markets – The obscured bottom-line effect and need for appropriate analytics
Guenther, P., Guenther, M., Rahman, M., Koval, M., & Iurkov, V. (2025). Advertising in business markets – The obscured bottom-line effect and need for appropriate analytics. Industrial Marketing Management, 126, 185-196. doi:10.1016/j.indmarman.2025.02.003
2024
Consequences of Marketing Asset Accountability—A Natural Experiment
Guenther, P., Guenther, M., Lukas, B. A., & Homburg, C. (2024). Consequences of Marketing Asset Accountability—A Natural Experiment. Journal of Marketing, 88(5), 24-45. doi:10.1177/00222429241236142
2023
Improving PLS-SEM use for business marketing research
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. INDUSTRIAL MARKETING MANAGEMENT, 111, 127-142. doi:10.1016/j.indmarman.2023.03.010
2022
Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form
Guenther, P., & Guenther, M. (2022). Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form. Industrial Marketing Management, 102, 252-265. doi:10.1016/j.indmarman.2022.01.016
2021
The complex firm financial effects of customer satisfaction improvements
Guenther, M., & Guenther, P. (2021). The complex firm financial effects of customer satisfaction improvements. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38(3), 639-662. doi:10.1016/j.ijresmar.2020.10.003