Research

Select Publications

Iyer, P., Rokonuzzaman, M., Paswan, A., & Alhidari, A. (2023). B2B brand positioning–A capability (exploration x exploitation) based typology: Cases from the Middle East. Industrial Marketing Management, 108, 178-189.

Iyer, P., Nikolov, A. N., Sleep, S., Eskridge, B., Moke, D. M., & Hutchins, J. (2025). Navigating the AI wave for sales management: The mediating role of marketing agility. Industrial Marketing Management, 127, 62-73.

Iyer, P., Nikolov, A. N., Stewart, G. T., Srivastava, R. V., & Tang, T. (2025). Does B2B salespeople’s love of money attitude mediate the relationships between a growth mindset, a fixed mindset, grit, and job performance?. Journal of Business & Industrial Marketing, 40(4), 963-980.

Islam, S., Rokonuzzaman, M., Iyer, P., & Pasha, S. H. A. (2025). Examining the effects of ideological incompatibility on negative word-of-mouth for service brands. Journal of Brand Management, 32(3), 167-183.

Mukherjee, A., Burton, S., Smith, R. J., & Iyer, P. (2024). Can I choose my offer? How choice of a promotional offer impacts consumer evaluations and decisions. Journal of Retailing, 100(4), 549-564.

Additional publications can be viewed in my Google Scholar profile: https://scholar.google.com/citations?hl=en&user=SeqcN8cAAAAJ&view_op=list_works&sortby=pubdate