World's Best Scientists 2026 revealed!

D-Index & Metrics

Business and Management

D-Index
35
Citations
7337
World Ranking
2171
National Ranking
871

Research.com Recognitions

  • Fellow of the Institute for the Study of Business Markets (ISBM)
  • Fellow of the Institute for the Study of Business Markets (ISBM)
  • Fellow of the Institute for the Study of Business Markets (ISBM)

Overview

Mark B. Houston is affiliated with Texas Christian University in the United States. Their research primarily falls within the field of Business, Management and Accounting, with a particular focus on Marketing. The subfields of study include Marketing, Organizational Behavior and Human Resource Management, Strategy and Management, Sociology and Political Science, and Information Systems and Management.

The scientist's work covers a range of topics related to consumer and market behavior. These main topics include:

  • Consumer Behavior in Brand Consumption and Identification
  • Customer Service Quality and Loyalty
  • Consumer Retail Behavior Studies
  • Service and Product Innovation
  • Digital Platforms and Economics
  • Consumer Market Behavior and Pricing
  • Digital Marketing and Social Media

Mark B. Houston has contributed to prominent academic journals, frequently publishing in venues such as:

  • Journal of the Academy of Marketing Science
  • Journal of Service Research
  • Journal of Marketing
  • International Journal of Market Research
  • Eduvest - Journal Of Universal Studies

Their recent notable papers include:

  • "Why systematic review papers and meta-analyses matter: an introduction to the special issue on generalizations in marketing" (2020, Journal of the Academy of Marketing Science)
  • "The importance of behavioral outcomes" (2021, Journal of the Academy of Marketing Science)
  • "The Future of B2B Customer Solutions in a Post-COVID-19 Economy: Managerial Issues and an Agenda for Academic Inquiry" (2020, Journal of Service Research)
  • "Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms" (2021, Journal of Marketing)
  • "Halo or Cannibalization? How New Software Entrants Impact Sales of Incumbent Software in Platform Markets" (2021, Journal of Marketing)

Frequent collaborators in their research include:

  • John Hulland
  • B.J. Allen
  • Richard T. Gretz
  • Lance A. Bettencourt
  • Edward U. Bond

Mark B. Houston has also been recognized as a Fellow of the Institute for the Study of Business Markets (ISBM), indicating their involvement and standing within the research community focused on business markets.

Best Publications

  • Review articles: purpose, process, and structure

    Robert W. Palmatier;Mark B. Houston;John Hulland

  • Marketing in the Sharing Economy

    Giana M. Eckhardt;Mark B. Houston;Baojun Jiang;Cait Lamberton

  • Relationship Velocity: Toward a Theory of Relationship Dynamics:

    Robert W. Palmatier;Mark B. Houston;Rajiv P. Dant;Dhruv Grewal

  • Use of relationship marketing programs in building customer-salesperson and customer-firm relationships: Differential influences on financial outcomes

    Robert W. Palmatier;Lisa K. Scheer;Mark B. Houston;Kenneth R. Evans

  • The relationship between waiting in a service queue and evaluations of service quality: A field theory perspective

    Mark B. Houston;Lance A. Bettencourt;Sutha Wenger

  • Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits

    Robert W. Palmatier;Srinath Gopalakrishna;Mark B. Houston

  • Does innate consumer innovativeness relate to new product/service adoption behavior? The intervening role of social learning via vicarious innovativeness

    Subin Im;Charlotte H. Mason;Mark B. Houston

  • Buyer–Supplier Contracts Versus Joint Ventures: Determinants and Consequences of Transaction Structure

    Mark B. Houston;Shane A. Johnson

  • Why systematic review papers and meta-analyses matter: an introduction to the special issue on generalizations in marketing

    John Hulland;Mark B. Houston

  • A Rexamination of the Motives and Gains in Joint Ventures

    Shane A. Johnson;Mark B. Houston

  • Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures

    Thorsten Hennig-Thurau;Mark B. Houston;Torsten Heitjans

  • Barriers to Matching New Technologies and Market Opportunities in Established Firms

    Edward U. Bond;Mark B. Houston

  • The last picture show? Timing and order of movie distribution channels

    Thorsten Hennig-Thurau;Victor Henning;Henrik Sattler;Felix Eggers

  • Determinants of motion picture box office and profitability: an interrelationship approach

    Thorsten Hennig-Thurau;Mark B. Houston;Gianfranco Walsh

  • The differing roles of success drivers across sequential channels: An application to the motion picture industry

    Thorsten Hennig-Thurau;Mark B. Houston;Gianfranco Walsh

  • Can good marketing carry a bad product? Evidence from the motion picture industry

    Thorsten Hennig-Thurau;Mark B. Houston;Shrihari Sridhar

  • Transformational Relationship Events

    Colleen M. Harmeling;Robert W. Palmatier;Mark B. Houston;Mark J. Arnold

  • Assessing the validity of secondary data proxies for marketing constructs

    Mark B. Houston

  • Social Dollars in Online Communities: The Effect of Product, User, and Network Characteristics

    Eunho Park;Rishika Rishika;Ramkumar Janakiraman;Mark B. Houston

  • Cross-Unit Competition for a Market Charter: The Enduring Influence of Structure:

    Mark B. Houston;Beth A. Walker;Michael D. Hutt;Peter H. Reingen

  • Self-Relevance and Purchase Goals: Mapping a Consumer Decision:

    Mark B. Houston;Beth A. Walker

Frequent Co-Authors

Thorsten Hennig-Thurau
Thorsten Hennig-Thurau University of Münster
Robert W. Palmatier
Robert W. Palmatier University of Washington
John Hulland
John Hulland University of Georgia
Daniel J. Flint
Daniel J. Flint University of Tennessee at Knoxville
Gianfranco Walsh
Gianfranco Walsh Friedrich Schiller University Jena
Rajiv P. Dant
Rajiv P. Dant University of Oklahoma
Georgios Zervas
Georgios Zervas University College London
Aric Rindfleisch
Aric Rindfleisch University of Illinois at Urbana-Champaign
Kenneth R. Evans
Kenneth R. Evans Lamar University
Michael S. Cole
Michael S. Cole Texas Christian University

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