| Switching behaviour as a function of number of options: How much is too much for consumer choice decisions? A Sharma, SK Nair Journal of consumer behaviour (Category A), 2017 | 26 | 2017 |
| Category ratio: A search for an optimal solution to reduce choice overload A Sharma, SK Nair Journal of Consumer Behaviour (Category A), 2023 | 7 | 2023 |
| Charting the evolution of research on the paradoxes in consumer choice—Systematic review and future research agenda A Sharma, M Sharma International Journal of Consumer Studies (Category A), 2023 | 1 | 2023 |
| Beyond words: understanding the impact of presentation formats and product involvement on AI-voice assistant adoption H Hari, A Sharma, S Verma Marketing Intelligence & Planning (Category A), 2024 | | 2024 |
| Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem? P Nayal, A Sharma, N Pandey, A Shankar Marketing Intelligence & Planning (Category A), 2024 | | 2024 |
| When Chatbots Struggle with Customer Queries: Can Humans Help Them? H Hari, A Sharma Journal of Computer Information Systems (Category A), 2024 | | 2024 |
| Asha Handicrafts Association: Redefining the Value Proposition Strategy M Bharat, N Vineet, S Arun Ivey case - Harvard publishing link: https://store.hbr.org/product/asha …, 2020 | | 2020 |
