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Victoria Little

Observed names: V.J. Little, Vicki J. Little, Vicki Janine Little, Vicki Little, Victoria J Little, Victoria J. Little, Victoria Janine Little
ORCID: 0000-0002-6146-5413
Observed ORCID: 0000-0002-6146-5413
OpenAlex ID: A5023849764
Towards a paradigm shift in marketing? An examination of current marketing practices
1997 · Roderick J. Brodie, Nicole E. Coviello, et al. · Journal of Marketing Management · 357
The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?
2006 · Roderick J. Brodie, Mark S. Glynn, et al. · Marketing Theory · 243
Context, Culture and Green Consumption: A New Framework
2016 · Sumesh R. Nair, Victoria J. Little · Journal of International Consumer Marketing · 106
Macro-demarketing: The Key to Unlocking Unsustainable Production and Consumption Systems?
2019 · Vicki Janine Little, Christina Kwai Choi Lee, et al. · Journal of Macromarketing · 70
The evolving role of technology transfer offices in the entrepreneurial university: Go-betweens or playmakers?
2024 · Zoe Chen, Vicki Janine Little, et al. · The Journal of Technology Transfer · 51
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Inbound open innovation for pharmaceutical markets: a case study of an anti-diabetic drug in-licensing decision
2016 · Allan Ya-Huan Wu, Victoria Janine Little, et al. · Journal of Business and Industrial Marketing · 26
Not WEIRD at all! Towards More Pluralistic Economies and Sustainable Livelihoods
2023 · Vicki Janine Little, Helen Hui Ping Ho, et al. · Journal of Macromarketing · 21
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Macromarketing Our Way to a Zero-carbon Future
2022 · Sabrina Helm, Vicki Little · Journal of Macromarketing · 21
“No Marketing on a Dead Planet”: Rethinking Marketing Education to Support a Restoration Economy
2023 · Sabrina V. Helm, Vicki J. Little, et al. · Journal of Macromarketing · 19
Research‐informed teaching and teaching‐informed research: the Contemporary Marketing Practices (CMP) living case study approach to understanding marketing practice
2008 · Victoria Little, Richard Brookes, et al. · Journal of Business and Industrial Marketing · 19
Towards more resilient food production systems: Implanting sustainability-oriented innovation
2022 · Vicki J. Little, Maria Holmlund, et al. · Journal of Cleaner Production · 16
From Assistant to Collaborator: Getting the Most Out of GenAI
2025 · Vicki Janine Little, Helen Hui Ping Ho, et al. · International Journal of Market Research · 13
Four ecotourism archetypes: expressing symbolic desires
2022 · Vimala Kunchamboo, Vicki Little · Journal of Ecotourism · 13
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Strategic opportunities for nature-based solutions: Lessons for policy and practice from cross-city comparisons
2024 · J.H. Tran, V.J. Little, et al. · Nature-Based Solutions · 11
Common Cause, coopetition or competition? Resource contestation in food waste recovery networks
2022 · Vimala Kunchamboo, Vicki Janine Little, et al. · Journal of Macromarketing · 9
Exploring undiscovered country: AI-empowered collective and collaborative epistemic reflexivity (i-CCER)
2025 · Helen Hui Ping Ho, Vicki Janine Little, et al. · Journal of Marketing Management · 7
Advancing understanding: the contribution of multi-method action research-based approaches to knowledge creation
2006 · Victoria J. Little, Judy Motion, et al. · International Journal of Learning and Change · 7
Turning marketing promises into business value: The experience of an industrial SME
2006 · Victoria Little, Judy Motion, et al. · Research Online (University of Wollongong) · 6
Cleaning Like Crazy: How Resistance Processes Lock in Problematic Practices and Damaging Overconsumption
2024 · Lay Tyng Chan, Vicki Janine Little · Journal of Macromarketing · 4
Understanding customer value: an action research-based study of contemporary marketing practice
2004 · Victoria Little · ResearchSpace (University of Auckland) · 4
Sustainable Livelihoods Through Reduced Plastic Waste: Collaborative Community-Based Sustainability-Oriented Innovation
2025 · Donna Cleveland, Frances Joseph, et al. · World sustainability series · 3
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Practice Perspective of the Marketing Organisation
2011 · Roderick J. Brodie, Victoria J. Little, et al. · SAGE Publications Ltd eBooks · 3
Enterprise diversity in the business of wine: what is a business case study?
2010 · Maureen Benson‐Rea, Victoria Little, et al. · International Journal of Wine Business Research · 2
The Product User’s Experience of Circular Economy Behaviors: An Interdisciplinary Delphi-Validated Model
2026 · Sahra Svensson-Hoglund, M. Joseph Sirgy, et al. · Circular Economy and Sustainability · 1
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Fifty Years of Management and Labour Studies: From the Shop Floor to New Epistemic Frontiers
2026 · Vicki Little, Agnis Stibe, et al. · Management and Labour Studies · 1
Works count: 36
Citation count: 1,039
H-index: 13
I10-index: 14
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