ShabbirHusain, R. V., Kamath, R., and Moorthy, J. (2025), Navigating the Sustainability–Luxury Paradox: Bibliometric Insights and Research Directions. Journal of Consumer Behaviour, Wiley-Blackwell Publishing. https://doi.org/10.1002/cb.2469
Moorthy, J., Choi, S. and Bingi, P. (2024), Effectiveness of using feature films in organizational behaviour education: an empirical investigation, International Journal of Educational Management, Emerald Publishing Limited. https://doi.org/10.1108/IJEM-05-2023-0255.
Aggarwal, A., Moorthy, J. (2023). Bajaj Auto Limited: Reincarnating the Chetak Brand. International Journal of Instructional Cases, 7(1), 161-178.https://ijicases.com/article-view/?id=55.
Moorthy, J., (2023), Virtual Reality: A Game Changer In Accurately Predicting Sales for New Product Launches, Management Practice Insights; 1(1). 2-5. https://doi.org/10.59571/mpi.v1i1.1.
Meneau, L, and Moorthy, J. (2021). Struggling to Make Ends Meet: Consumer Financial Health Behaviours. Accepted for publication in the International Journal of Bank Marketing. https://www.emerald.com/insight/content/doi/10.1108/ijbm-12-2020-0595/full/html
Parvatiyar, A., Moorthy, J., and Donthu, N. (2020). Where the Twain Shall Meet? A Study of Best Practices to Resolve Retailer-Supplier Acrimony in Post-Audit Recovery of Trade Promotion Dollars, Journal of Marketing Channels. 26:2, 89-107. https://www.researchgate.net/publication/340172282_Where_the_twain_shall_meet_A_study_of_best_practices_to_resolve_retailer-supplier_acrimony_in_post-audit_recovery_of_trade_promotion_dollars
Moorthy, J., Lahiri, R., Biswas, N., Sanyal, D., Ranjan, R., Nanath, K., and Ghosh, P. (2015). Big Data: Prospects and Challenges, Vikalpa: The Journal for Decision Makers, 40(1) : 74-96. https://www.researchgate.net/publication/275035912_Big_Data_Prospects_and_Challenges
Moorthy, J., and Ghosh, P. (2015). Big Data and Customer Privacy, Vikalpa: The Journal for Decision Makers, 40(1): 92 -95. https://journals.sagepub.com/doi/full/10.1177/0256090915575450
Aeron, Kumar, A., and Moorthy, J. (2012) Data mining framework for customer lifetime value-based segmentation, Journal of Database Marketing and Customer Strategy Management, 19 (1): 17 – 30. https://link.springer.com/article/10.1057/dbm.2012.1
Moorthy, J. (2011). Samriddhii: Redesigning the Vegetable Supply Chain in Bihar – Case Commentary, Indore Management Journal, 2(4): 63 – 65. https://www.researchgate.net/publication/286439329_Samriddhii_Redesigning_the_Vegetable_Supply_Chain_in_Bihar_-_Case_Commentary
Aeron, Kumar, A., and Moorthy, J. (2010). Application of data mining techniques for customer lifetime value parameters: a review, International Journal of Business Information Systems, 6(4): 514-529. https://www.researchgate.net/publication/220412657_Application_of_data_mining_techniques_for_customer_lifetime_value_parameters_a_review
Ali, J., Kapoor, S., and Moorthy, J. (2010). Buying Behaviour of Consumers for Food Products in an Emerging Economy, British Food Journal, 112(2): 109 – 124. https://www.researchgate.net/publication/235296873_Buying_behaviour_of_consumers_for_food_products_in_an_emerging_economy
Lans, R., Cote., …..Moorthy, J. … and Schmitt B, H. (2009) Cross-National Logo Evaluation Analysis: An Individual – Level Approach, Marketing Science 28 (5): 968 – 985. https://business.columbia.edu/sites/default/files-efs/pubfiles/4563/cross_national_logo.pdf
Kumar, A., and Moorthy, J. (2008) Cognizant Technology Solutions: Growth and Transformation of Its Data Warehousing and Business Intelligence Division, Journal of Information Technology Case and Application Research 10(3): 56 – 77. https://www.researchgate.net/publication/280211936_Cognizant_Technology_Solutions_Growth_and_Transformation_of_Its_Data_Warehousing_and_Business_Intelligence_Division
Kumar, A., and Moorthy, J. (2008) Cognizant Technology Solutions: Growth and Transformation of Its Data Warehousing and Business Intelligence Division – Research Note, Journal of Information Technology Case and Application Research 10(3): 78 – 83. https://www.researchgate.net/publication/280211936_Cognizant_Technology_Solutions_Growth_and_Transformation_of_Its_Data_Warehousing_and_Business_Intelligence_Division
Aeron, H., Bhaskar, T., Ramasubramanian, S., Kumar, A., and Moorthy, J. (2008) A Metric for Customer Lifetime Value of Credit Card Customers, Journal of Database Marketing and Customer Strategy Management 15(3): 153-168. https://link.springer.com/article/10.1057/dbm.2008.13
Moorthy, J. (2006) India Post: Crossing the Crossroads. Metamorphosis: A Journal of Management Research, 5(1): 69 – 106.
Moorthy, J. (2005) Guidelines for Developing Effective Logos in Emerging Market. IIML Working Paper Series 1/2005.
Moorthy, J. (2005) Exploring Mail Related Business Opportunities for India Post, IIML Working Paper Series 2/2005.
Moorthy, J. (2005) Walworth Orchards (India) Ltd: Communicating a New Service Concept, IIML Working Paper Series 5/2005.
Moorthy, J. (2005) Celestial Matrix – Writing the Fate of a New Product Prospect: Integrating Concept and Product Tests for Decision Making. IIML Working Paper Series /2005.
Moorthy, J. (2003) A Note on Concept Testing and Product Testing: Decision Making Tools in Early New Product Development. IIML Working Paper Series 11/2003.
Kumar, S., and Moorthy, J. (2002). Can User Provide the Cost for Better Maternity Services in Rural “Not for Profit” Hospital? Use of Cost Systems and Conjoint Analysis for Better Decision Making, Advances in Health Care Research.
Moorthy, J. (2002) Beauty Pageant Incorporated: Management Case, and the Teaching Note. The case and the teaching note have been published in the Asian Case Research Journal conference.
Moorthy, J. (2002) Sustained Product Innovation: Imperative for Developing Competitiveness in the emerging world Trade Regime, IIML Working Paper Series No. 02.
Moorthy, J., and Kumar, S. (2002). Deciding Prices for Maternity Services Using Conjoint Analysis in a “Not for Profit” Hospital in Rural India, IIML Working Paper Series No. 01.
Parthasarathy. U., and Moorthy, J. (1999). Exploratory Study of Costs and Profitability in a Distribution Channel for Durables. Indian Institute of Management, Lucknow. Working paper No. 16.
Moorthy, J. (1999). Multiple Stakeholder Orientation in High-Technology New Product Development: A Case of Biotechnology Industries. Indian Institute of Management, Lucknow. Working paper No. 15.
Moorthy, J. (1998) Marketing mix in the context of library and information products and services, DESIDOC Bulletin of Information Technology, 18(3): 11-19. https://www.researchgate.net/publication/260400965_Marketing_M_i_x_in_the_Context_of_Library_Information_Products_Services
Moorthy, J, (1998). Bharat Orchards [India] Limited: Forecasting Maze. South Asian Journal of Management, 5 (1 and 2): 77-89. (Among top three finalists in AMDISA Management case competition March 1998.).
Moorthy, J. (1998). Bharat Orchards [India] Limited: Teaching Note. South Asian Journal of Management, 5 (1 and 2): 89-90.
Moorthy, J. (1997). Multiple Market Orientation [MMO]: In Search of a New Construct. Indian Institute of Management, Lucknow. Working paper No. 07.
Moorthy, J. (1997) Lending an Ear to Consumers, Indian Management, 36(8): 30-35.
Moorthy, J. (1995) Is There an Easy Road to Market Orientation? IRMA Network 2 and 3.
Moorthy, J. (1994). A Framework for Analysing Consumer Orientation of Biotechnologists. Indian Institute of Management, Ahmedabad. Working paper No. 1165.