 
- "Learning from a Service Guarantee Quasi-Experiment," Xinlei Chen, George John, Julie M. Hays, Arthur V. Hill, and Susan E. Guers, Journal of Marketing Research (forthcoming October 2009).
- "When Should Original Equipment Manufacturers Use Branded Component Contracts with Suppliers?" Mrinal Ghosh and George John, Journal of Marketing Research (forthcoming October 2009).
- "The Influence of Self-View on Context Effects: How Display Fixtures Can Affect Product Evaluations," Rui (Juliet) Zhu and Joan Meyers-Levy, Journal of Marketing Research (February 2009).
- "A Price Discrimination Model of Trade Promotions," Tony Haitao Cui, Jagmohan S. Raju, and Z. John Zhang, Marketing Science (September-October 2008).
- "Assessing the Consequences of a Channel Switch," Xinlei Chen, George John, and Om Narasimhan, Marketing Science (May-June 2008).
- "The Influence of Ceiling Height: The Effect of Priming on the Type of Processing People Use," Joan Meyers-Levy and Rui (Juliet) Zhu, Journal of Consumer Research (August 2007).
- "Fairness and Channel Coordination," Tony Haitao Cui, Jagmohan S. Raju, and Z. John Zhang, Management Science (August 2007).
- "How Does Enforcement Deter Gray Market Incidence?" Kersi Antia, Mark E. Bergen, Shantanu Dutta, and Robert Fisher, Journal of Marketing (January 2006).
- "Strategic Fit in Industrial Alliances: An Empirical Test of Governance Value Analysis," Mrinal Ghosh and George John, Journal of Marketing Research (August 2005).
- "The Price of Launching a New Product: Empirical Evidence on Factors Affecting the Relative Magnitude of Slotting Allowances," Akshay R. Rao and Humaira Mahi, Marketing Science (Spring 2003).
- "When Does Vertical Coordination Improve Industrial Purchasing Relationships?" Arnt Buvik and George John, Journal of Marketing (2001).
- "Vertical Territorial Restrictions and Public Policy: Theories and Industry Evidence," Shantanu Dutta, Jan Heide, and Mark E. Bergen, Journal of Marketing (October 1999).
- "Governance Value Analysis and Marketing Strategy," Mrinal Ghosh and George John, Journal of Marketing (1999).
- "Understanding Institutional Designs within Marketing Value Systems," Stephen J. Carson, Timothy M. Devinney, Grahame R. Dowling, and George John, Journal of Marketing (1999).
- "Exclusive Dealing and Business Efficiency: Evidence from Industry Practice," Jan B. Heide, Shantanu Dutta, and Mark E. Bergen, Journal of Law and Economics (1998).
- "Understanding Cooperative Advertising Participation Rates in Conventional Channels," Mark E. Bergen and George John, Journal of Marketing Research (August 1997).
- "Quick Response in Manufacturer-Retailer Channels," Ananth Iyer and Mark E. Bergen, Management Science (April 1997).
- "The Governance of Exclusive Territories When Retailers Can Bootleg," Shantanu Dutta, Mark E. Bergen, and George John, Marketing Science (Winter 1994).
- "Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories," Mark E. Bergen, Shantanu Dutta, and Orville C. Walker, Jr., Journal of Marketing (July 1992).
- "Do Norms Matter in Marketing Relationships?" George John and Jan B. Heide, Journal of Marketing (April 1992).
- "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships," George John, T. Noordeweir, and J. R. Nevin, Journal of Marketing (October 1990).
- "The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels," George John and Jan B. Heide, Journal of Marketing (January 1988).
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