"An Empirical Analysis of Strategic Groups in the Airline Industry Usinf Latent Class Regressions ," B.P.S. Murthi with Abdul Rasheed and Irene Goll, Managerial Decision and Economics , forthcoming

"Price Awareness and Consumers' Use of Deals in Brand Choice ," B.P.S. Murthi with Ram C. Rao, Journal of Retailing , Volume 88, No 1, 2012, 34-46

"What Price Loyalty? A Fresh Look at Loyalty Programs in the Credit Card Industry ," B.P.S. Murthi with Erin Steffes and Abdul Rasheed, Journal of Financial Services Marketing , Volume 16, No 1, June 2011, 5-13

"Why are some Modes of Acquisition more Profitable? A Study of the Credit Card Industry ," B.P.S. Murthi with Erin Steffes and Ram C. Rao, Journal of Financial Services Marketing , Volume 16, No 2, September 2011, 90-100

"Acquisition, Affinity and Rewards - Do They Stay or Do They Go? ," B.P.S. Murthi with Erin Steffes and Ram C. Rao, Journal of Financial Services Marketing , Volume 13, No 3, December 2008, 221-233

"When Old is Gold: The Role of Business Longevity Under Risky Situations," B.P.S. Murthi with Preyas Desai and Ajay Kalra, Journal of Marketing, Volume 72, No 1, 2008, 95-107

"The Effect of Variability in Price on Consumer Brand Choice" B.P.S. Murthi with Ben Zhang and Ernan Haruvy, Review of Marketing Science , Volume 5, Article 4, 2007,

"The Impact of Racial Diversity on Intermediate and Long Term Performance: The Moderating Role of Environmental Context," B.P.S. Murthi with Orlando Richard and Kiran Ismail, Strategic Management Journal, Volume 28, No 12, 2007, 1167-1266

"Asymmetric Effects of Dynamic Usage Behavior on Duration in Subscription Based Online Service," B.P.S. Murthi with Howard Dover, Journal of Interactive Marketing, Volume 20, No 3-4, Summer/Autumn 2006, 5-15

"Flexible Pricing on the Internet: State of the Art, book chapter in Dynamic Pricing: Concepts and Applications, by Suresh K, ICFAI University Press.

"Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of Advertising-Sales Relationship," B.P.S. Murthi with Norris Bruce, Frank Bass, and Sumit Majumdar, Marketing Science, Volume 26, No 2, March-April 2007

"The Role of the Management Sciences in Research on Personalization," B.P.S. Murthi and Sumit Sarkar, Management Science, October 2003

"Relative Performance Evaluation of Mutual Funds: A Non-parametric Approach," Yoon Choi and B.P.S. Murthi, Journal of Business Finance and Accounting, Volume 28, No. 7 &8, 853-876, 2001

"Consumers' Extent of Evaluation in Brand Choice," B.P.S. Murthi and Kannan Srinivasan, Journal of Business, Vol. 72, No. 2, 229-256, 1999

"Performance of The Integrated Random Coefficients Covariance Probit Model: A Simulation Study and an Empirical Application," B.P.S. Murthi and Kannan Srinivasan, International Journal of Research in Marketing, Vol. 15, 137-156, 1998

"Controlling for Observed and Unobserved Managerial Skills in Determining Order-of-Entry Effects on Market Share," B.P.S. Murthi, Kannan Srinivasan, Gurumurthy Kalyanaram, Journal of Marketing Research, August 1996.

"Game Theory and Empirical Generalizations Concerning Competitive Promotions," Ram C. Rao, Ramesh Arjunji, and B.P.S. Murthi, Marketing Science, Vol. 14, No. 3 part 2 of 2, pages 89-100, (1995).

"Operating Decisions, Supplier Availability and Quality: Search for Single Sourcing," Sunder Kekre, B.P.S. Murthi, and Kannan Srinivasan, Journal of Operations Management, Vol. 12, pages 387-396, (1995).

"Robustness of the Negative Binomial Distribution to Model Purchase Incidence: A Simulation Study," B.P.S. Murthi, Kannan Srinivasan, and Pandu R.Tadikamalla, Communications in Statistics: Simulation and Computation, Vol. 22, No. 2, pages 399-420, (1993).

  The Effect of Modes of Acquisition and Retention Strategies on Customer Profitability”, with Erin Steffes, Andrei Strijnev and Ram C. Rao .

  The Effect of Acquisition and Retention Programs on Risk Adjusted Lifetime Value: A stochastic frontier Approach”, with Shweta Singh and Erin Steffes.

  The Effect of Price Variability on Consumers' Purchase Incidence, Brand Choice, and Quantity Choice Decisions," with Ernan Haruvy and Andrei Strijnev .

 “A Strategic Analysis of Co-promotions”, with Niladri Syam and Ram C. Rao,

 “Price Comparison and Consumer’s Use of Deals in Brand Choice”, with Ram C Rao.

 “A Structural Model of Quantity and Brand Choice: Implications for Competitive Product Line Design”, with S. Rajiv, N. Mehta, and K. Srinivasan.