| How important are brands? A cross-category, cross-country study M Fischer, F Völckner, H Sattler Journal of Marketing Research 47 (5), 823-839, 2010 | 467 | 2010 |
| Marketing's impact on firm value: Generalizations from a meta-analysis A Edeling, M Fischer Journal of Marketing Research 53 (4), 515-534, 2016 | 201 | 2016 |
| Practice Prize Winner—Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities M Fischer, S Albers, N Wagner, M Frie Marketing Science 30 (4), 568-585, 2011 | 137 | 2011 |
| Patient-or physician-oriented marketing: what drives primary demand for prescription drugs? M Fischer, S Albers Journal of Marketing Research 47 (1), 103-121, 2010 | 133 | 2010 |
| Skimming or penetration? Strategic dynamic pricing for new products M Spann, M Fischer, GJ Tellis Marketing Science 34 (2), 235-249, 2015 | 122 | 2015 |
| The financial brand value chain: How brand investments contribute to the financial health of firms M Fischer, A Himme International Journal of Research in Marketing 34 (1), 137-153, 2017 | 117 | 2017 |
| When does corporate social irresponsibility become news? Evidence from more than 1,000 brand transgressions across five countries S Stäbler, M Fischer Journal of Marketing 84 (3), 46-67, 2020 | 99 | 2020 |
| Produktlebenszyklus und Wettbewerbsdynamik: Grundlagen für die ökonomische Bewertung von Markteintrittsstrategien M Fischer Springer-Verlag, 2001 | 95 | 2001 |
| Product life cycle patterns for pharmaceuticals and their impact on R&D profitability of late mover products HH Bauer, M Fischer International Business Review 9 (6), 703-725, 2000 | 83 | 2000 |
| Drivers of the cost of capital: The joint role of non-financial metrics A Himme, M Fischer International Journal of Research in Marketing 31 (2), 224-238, 2014 | 74 | 2014 |
| Markenpolitik: Ist sie für jedes Unternehmen gleichermaßen relevant? M Fischer, H Meffert, J Perrey Die Betriebswirtschaft 64 (3), 333, 2004 | 65 | 2004 |
| Valuing brand assets: a cost-effective and easy-to-implement measurement approach M Fischer Marketing Science Institute Report, 2007 | 64 | 2007 |
| Barrieren des elektronischen Einzelhandels: Eine empirische Studie zum Kaufverhalten im Internet HH Bauer, M Fischer, N Stokburger-Sauer Journal of Business Economics: JBE= Zeitschrift für Betriebswirtschaft: ZfB …, 2000 | 58 | 2000 |
| Empirical generalizations of demand and supply dynamics for movies M Clement, S Wu, M Fischer International Journal of Research in Marketing 31 (2), 207-223, 2014 | 50 | 2014 |
| Drivers of peak sales for pharmaceutical brands M Fischer, PSH Leeflang, PC Verhoef Quantitative Marketing and Economics 8, 429-460, 2010 | 50 | 2010 |
| Markenrelevanz in der Unternehmensführung–Messung M Fischer, F Hieronimus, M Kranz Erklärung und empirische Befunde für B2C-Märkte, Arbeitspapier, 2002 | 40 | 2002 |
| Die Erfassung der Markenstärke und des Markenpotenzials als Grundlage der Markenführung J Echterling, M Fischer, M Kranz MCM/McKinsey-Reihe zur Markenpolitik, Arbeitspapier, 2002 | 36 | 2002 |
| Brand performance volatility from marketing spending M Fischer, HS Shin, DM Hanssens Management science 62 (1), 197-215, 2016 | 34 | 2016 |
| Timing der Markteinführung von Innovationen M Fischer Handbuch Technologie-und Innovationsmanagement: Strategie—Umsetzung …, 2005 | 26 | 2005 |
| Can a late mover use international market entry strategy to challenge the pioneer M Fischer, V Shankar, M Clement Unpublished Working Paper, Texas A&M University, College Station, TX, April …, 2005 | 21 | 2005 |
