Roberto Mora Cortez

1.4k total citations · 1 hit paper
29 papers, 966 citations indexed

About

Roberto Mora Cortez is a scholar working on Sociology and Political Science, Marketing and Organizational Behavior and Human Resource Management. According to data from OpenAlex, Roberto Mora Cortez has authored 29 papers receiving a total of 966 indexed citations (citations by other indexed papers that have themselves been cited), including 18 papers in Sociology and Political Science, 17 papers in Marketing and 15 papers in Organizational Behavior and Human Resource Management. Recurrent topics in Roberto Mora Cortez's work include Digital Marketing and Social Media (16 papers), Customer Service Quality and Loyalty (13 papers) and Consumer Behavior in Brand Consumption and Identification (7 papers). Roberto Mora Cortez is often cited by papers focused on Digital Marketing and Social Media (16 papers), Customer Service Quality and Loyalty (13 papers) and Consumer Behavior in Brand Consumption and Identification (7 papers). Roberto Mora Cortez collaborates with scholars based in Denmark, United States and Chile. Roberto Mora Cortez's co-authors include Wesley J. Johnston, Per Vagn Freytag, Ann Højbjerg Clarke, David I. Gilliland, Pablo Cabanelas, Pedro Hidalgo, Jon Charterina Abando, Benjamin Garner, Srinath Gopalakrishna and Michael Ehret and has published in prestigious journals such as Journal of Business Research, Industrial Marketing Management and International Business Review.

In The Last Decade

Roberto Mora Cortez

27 papers receiving 926 citations

Hit Papers

align trajectories

What are hit papers?

Hit papers significantly outperform the citation benchmark for their cohort. A paper qualifies if it has ≥500 total citations, achieves ≥1.5× the top-1% citation threshold for papers in the same subfield and year (this is the minimum needed to enter the top 1%, not the average within it), or reaches the top citation threshold in at least one of its specific research topics.

The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory

2020 317 citations Roberto Mora Cortez, Wesley J. Johnston Industrial Marketing Management profile →

Peers

Roberto Mora Cortez

SPS

MARKE

OBHRM

ISM

Augusto Rodríguez Orejuela Colombia

Silvio Cardinali Italy

Barbara Čater Slovenia

Chiquan Guo United States

Raphael Odoom Ghana

Richard Chinomona South Africa

Julia Nieves Spain

Ni Nyoman Kerti Yasa Indonesia

Scott B. Friend United States

Charles Makanyeza Zimbabwe

Augusto Rodríguez Orejuela Colombia

Roberto Mora Cortez

349 ×0.8

SPS

383 ×1.1

MARKE

352 ×1.1

180 ×0.6

OBHRM

214 ×1.6

ISM

Citations per year, relative to Roberto Mora Cortez Roberto Mora Cortez (= 1×) peers Augusto Rodríguez Orejuela

Countries citing papers authored by Roberto Mora Cortez

Since Specialization

Citations

This map shows the geographic impact of Roberto Mora Cortez's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by Roberto Mora Cortez with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Roberto Mora Cortez more than expected).

Fields of papers citing papers by Roberto Mora Cortez

Since Specialization

Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Roberto Mora Cortez. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by Roberto Mora Cortez. The network helps show where Roberto Mora Cortez may publish in the future.

Co-authorship network of co-authors of Roberto Mora Cortez

This figure shows the co-authorship network connecting the top 25 collaborators of Roberto Mora Cortez. A scholar is included among the top collaborators of Roberto Mora Cortez based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with Roberto Mora Cortez. Roberto Mora Cortez is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

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20 of 20 papers shown

Cortez, Roberto Mora, et al.. (2025). DEI in B2B selling: a systematic review and research agenda. Journal of Personal Selling and Sales Management. 45(4). 365–382. 1 indexed citations

Cortez, Roberto Mora, et al.. (2025). Exploring racial concerns of black graduates about B2B Sales: stereotypes and firm’s mitigating initiatives. Journal of Business and Industrial Marketing. 40(10). 2062–2076.

Clarke, Ann Højbjerg, Per Vagn Freytag, & Roberto Mora Cortez. (2024). Revisiting the strategic role of market segmentation: Five themes for future research. Industrial Marketing Management. 121. A7–A10. 2 indexed citations

Cortez, Roberto Mora, Ann Højbjerg Clarke, & Per Vagn Freytag. (2024). B2B market segmentation – An analysis of current practices and their implications. Journal of Business Research. 189. 115144–115144. 1 indexed citations

Cabanelas, Pablo, et al.. (2024). Sampling and sample size in B2B marketing: Current practices and recommendations. Industrial Marketing Management. 125. 71–86. 5 indexed citations

Johnston, Wesley J. & Roberto Mora Cortez. (2023). Business-to-business digitalization, artificial intelligence, and social action. Journal of Business Research. 172. 113952–113952. 11 indexed citations

Cortez, Roberto Mora, Wesley J. Johnston, & Michael Ehret. (2023). “Good Times–Bad Times” – Relationship marketing through business cycles. Journal of Business Research. 165. 114063–114063. 13 indexed citations

Cortez, Roberto Mora, Pablo Cabanelas, & Jon Charterina Abando. (2023). Online reverse auctions research in marketing versus SCM: A review and future directions. Industrial Marketing Management. 115. 439–454. 4 indexed citations

Cortez, Roberto Mora, et al.. (2022). Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?. Journal of Business Research. 155. 113388–113388. 24 indexed citations

10.

Cabanelas, Pablo, Roberto Mora Cortez, & Jon Charterina Abando. (2022). The buying center concept as a milestone in industrial marketing: Review and research agenda. Industrial Marketing Management. 108. 65–78. 24 indexed citations

11.

Cortez, Roberto Mora & Pedro Hidalgo. (2022). Prioritizing B2B marketing capabilities: Crossvergence in advanced and emerging economies. Industrial Marketing Management. 105. 422–438. 22 indexed citations

12.

Cortez, Roberto Mora, et al.. (2022). Restoring ecosystem brands: The role of sustainability-led innovation. Industrial Marketing Management. 105. 79–93. 7 indexed citations

13.

Garner, Benjamin, et al.. (2021). Utilizing text-mining to explore consumer happiness within tourism destinations. Journal of Business Research. 139. 1366–1377. 42 indexed citations

14.

Cortez, Roberto Mora & Wesley J. Johnston. (2020). The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory. Industrial Marketing Management. 88. 125–135. 317 indexed citations breakdown →

15.

Cortez, Roberto Mora & Wesley J. Johnston. (2019). How to recover B2B relationships after a failed online reverse auction. Journal of Business and Industrial Marketing. 35(3). 551–563. 11 indexed citations

16.

Cortez, Roberto Mora. (2019). B2B marketing renaissance in business schools. Journal of Business and Industrial Marketing. 34(8). 1839–1849. 7 indexed citations

17.

Cortez, Roberto Mora, David I. Gilliland, & Wesley J. Johnston. (2019). Revisiting the theory of business-to-business advertising. Industrial Marketing Management. 89. 642–656. 41 indexed citations

18.

Johnston, Wesley J. & Roberto Mora Cortez. (2018). Unit pricing and its implications for B2B marketing research. Industrial Marketing Management. 69. 32–39. 13 indexed citations

19.

Cortez, Roberto Mora & Wesley J. Johnston. (2018). Marketing role in B2B settings: evidence from advanced, emerging and developing markets. Journal of Business and Industrial Marketing. 34(3). 605–617. 34 indexed citations

20.

Cortez, Roberto Mora & Wesley J. Johnston. (2017). Needed B2B marketing capabilities: Insights from the USA and emerging Latin America. International Business Review. 27(3). 594–609. 28 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

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