| A holistic approach to internationalisation R Fletcher International business review 10 (1), 25-49, 2001 | 618 | 2001 |
| Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities T Chikweche, R Fletcher Journal of Consumer Marketing 29 (7), 507-520, 2012 | 182 | 2012 |
| Assessing the impact of culture on relationship creation and network formation in emerging Asian markets R Fletcher, T Fang European Journal of Marketing 40 (3/4), 430-446, 2006 | 175 | 2006 |
| Understanding factors that influence purchases in subsistence markets T Chikweche, R Fletcher Journal of Business Research 63 (6), 643-650, 2010 | 141 | 2010 |
| Family purchase decision making at the bottom of the pyramid T Chikweche, J Stanton, R Fletcher Journal of Consumer Marketing 29 (3), 202-213, 2012 | 127 | 2012 |
| The internationalisation from a network perspective: A longitudinal study R Fletcher Industrial Marketing Management 37 (8), 953-964, 2008 | 123 | 2008 |
| Embeddedness and the evolution of global networks: an Australian case study R Fletcher, N Barrett Industrial Marketing Management 30 (7), 561-573, 2001 | 120 | 2001 |
| The impact of culture on web site content, design, and structure: An international and a multicultural perspective R Fletcher Journal of communication management 10 (3), 259-273, 2006 | 109 | 2006 |
| Undertaking research at the bottom of the pyramid using qualitative methods: From theoretical considerations to practical realities T Chikweche, R Fletcher Qualitative Market Research: An International Journal 15 (3), 242-267, 2012 | 93 | 2012 |
| “Rise of the middle of the pyramid in Africa”: theoretical and practical realities for understanding middle class consumer purchase decision making T Chikweche, R Fletcher Journal of Consumer Marketing 31 (1), 27-38, 2014 | 78 | 2014 |
| Customer relationship management at the base of the pyramid: myth or reality? T Chikweche, R Fletcher Journal of Consumer Marketing 30 (3), 295-309, 2013 | 56 | 2013 |
| Branding at the base of pyramid: a Zimbabwean perspective T Chikweche, R Fletcher Marketing Intelligence & Planning 29 (3), 247-263, 2011 | 56 | 2011 |
| Information internalisation and internationalisation—Evidence from Vietnamese firms TD Nguyen, NJ Barrett, R Fletcher International Business Review 15 (6), 682-701, 2006 | 49 | 2006 |
| The complexities of communicating to customers in emerging markets R Fletcher, TC Melewar Journal of Communication Management 6 (1), 9-23, 2002 | 45 | 2002 |
| Green international wine marketing M Pugh, R Fletcher Australasian Marketing Journal (AMJ) 10 (3), 76-85, 2002 | 39 | 2002 |
| Network theory and countertrade transactions R Fletcher International Business Review 5 (2), 167-189, 1996 | 35 | 1996 |
| Franchising at the bottom of the pyramid (BOP): an alternative distribution approach T Chikweche, R Fletcher The International Review of Retail, Distribution and Consumer Research 21 (4 …, 2011 | 29 | 2011 |
| An exploratory study of customer complaint behaviour (CCB) in Saudi Arabia S Badghish, J Stanton, J Hu Asian Journal of Business Research 4 (3), 2015 | 24 | 2015 |
| Marketing to the “middle of the pyramid” in emerging markets using a social network perspective: Evidence from Africa T Chikweche, R Fletcher International Journal of Emerging Markets 9 (3), 400-423, 2014 | 24 | 2014 |
| Incorporating recent advances in measurement in sport and exercise psychology R Fletcher Journal of sport and exercise psychology 21 (1), 24-38, 1999 | 20 | 1999 |
