Journal
Articles:
Heiens, Richard A. and Larry P. Pleshko (2010), “The Relationship Between Strategic Orientation, Growth Strategies, and Market Share Performance,” Regional Business Review, 29, 16-30.
McGrath, Leanne C., Richard A. Heiens and Robert T. Leach (2009),“The Impact of Research Intensity on Holding Period Returns for Pharmaceutical Investments: An Analysis by Primary Line of Trade,” Journal of Business and Economic Perspectives, 35, 2, 64-72.
Heiens, Richard A., Leanne C. McGrath and Robert T.
Leach (2008), “The Impact of Intangible Assets and Expenditures on Holding
Period Returns in the Pharmaceutical Industry,” Journal of Medical Marketing,
8, 2, 151-158.
Pleshko, Larry P. and Richard A.
Heiens (2008), “The Contemporary Product-Market Strategy Grid and the Link to Market
Orientation and Profitability,” Journal of Targeting, Measurement, and
Analysis for Marketing, 16, 2, 108-114.
Heiens, Richard A., Robert T. Leach, and Leanne C. McGrath (2007), “The Contribution of Intangible Assets and Expenditures to Shareholder Value,” Journal of Strategic Marketing, 15, 2, 149-159.
Heiens, Richard A., Larry P. Pleshko and Leanne C. McGrath (2006), “An Exploratory Investigation of Brand Insistence in Retailing,” Review of Business Research, 6, 5, 60-69.
Heiens, Richard A., Larry P. Pleshko and
Robert T. Leach (2004), “Examining the Effects of Strategic Marketing
Initiative and First-Mover Efforts on Market Share Performance,” Marketing Management Journal, 14, 1, 63-70.
McGrath,
Leanne C. and Richard A. Heiens (2003), “Beware the Internet Panacea: How Tried
and True Strategy Got Sidelined,” Journal of Business Strategy, 24, 6, 24-28.
Pleshko, Larry P., Richard A. Heiens and
Leanne C. McGrath (2002), “A Methodology Towards Measuring the Strategic
Profile of First-Mover Firms in Industrial Markets,”
Heiens,
Richard A., Mark Kroll and Peter Wright (2001), “Macro-Economic Risk Factors in
Industrial Markets: Are Elite Firms Less Susceptible?,” Journal of Business and
Industrial Marketing, 16, 4, 246-255.
McGrath,
Leanne C. and Richard A. Heiens (2001), “The Integration of Computer Technology
in Small Businesses,” Journal of Small Business Strategy,12,
1, 62-69.
Heiens,
Richard A. (2000), “Market Orientation: Toward an Integrated Framework,”
Pleshko,
Larry P. and Richard A. Heiens (2000), “Customer-Focus or Competitor-Focus? A
Financial Services Example, ” Journal
of Professional Services Marketing (Services Marketing Quarterly), 20,
2, 19-32.
Heiens, Richard A. and Ron Lennon (2000), “Profiling Customer Loyalty: A Comparison of U.S. and Caribbean Consumers,” Journal of the Association of Marketing Educators, 3, 2, 68-78.
Kroll, Mark,
Peter Wright, and Richard A. Heiens (1999), “The Contribution of Product Quality
to Competitive Advantage: Impacts on Systematic Variance and Unexplained
Variance in Returns,” Strategic Management Journal, 20, 4
(April) 375-384.
Heiens,
Richard A. (1999), “The Influence of Product Publicity on Product Sales in a
Noncompetitive Environment,”
Heiens,
Richard A. and Larry P. Pleshko (1997), “A Preliminary Examination of Patient
Loyalty,” Journal of Hospital Marketing, 11, 2, 105-114.
Heiens, Richard A.
and Deborah B. Hulse (1996), “Two-Way Interactive Television: An Emerging
Technology for
Heiens,
Richard A. and Larry P. Pleshko (1996), “Categories of Customer Loyalty: An
Application of the Customer Loyalty Classification Framework in the Fast Food
Market,” Journal of Food Products Marketing, (1996), 3, 1, 1-12.
Goldsmith,
Ronald E. and Richard A. Heiens (1992), “Subjective Age: A Test of Five
Hypotheses,” The Gerontologist, 32, 3 (June), 312-317.
Conference
Proceedings:
Heiens, Richard A. and Larry P. Pleshko (2009), “An Examination of Strategic Orientation and Growth Strategies Among Credit Unions,” in Proceedings of the Southeast Decision Sciences Annual Conference, Albert Avery (Ed.), Charleston, SC: Southeast Decision Sciences Institute, 632-646.
Pleshko, Larry P., Nizar Souiden, Richard A. Heiens, and Michael J.
Fekula (2006), “The Operation of Double Jeopardy in the Fast Food Services
Market,” in Proceedings of the Thirteenth Annual Meeting, Pani
Chakrapani and Gary G. Parks (Eds.), Las Vegas, NV: American Society of
Business and Behavioral Sciences, 1626-1637.
Heiens, Richard A., Robert T. Leach,
and Leanne C. McGrath (2005), “Examining the Contribution of Intangible Assets,
Resources, and Expenditures on Shareholder Wealth,” in Proceeding of the
Society for Advancement of Management, Moustafa
H. Abdelsamad (Ed.), Las Vegas, NV: Society for Advancement of
Management, 609-615.
Heiens,
Richard A. and Larry P. Pleshko (2005), “The Impact of First-Mover Efforts on
Market Share Performance in the Financial Services Industry,” in Expanding
Marketing Horizons, Into the 21st Century, Joe Chapman (Ed.),
Jekyll Island, GA: Association of Marketing Theory and Practice, 320-325.
Pleshko, Larry
P. and Richard A. Heiens (2003), “Pure Forms of Strategic Marketing: An
Investigation of Leadership and Performance, “ in Proceedings of the Academy
of Marketing Studies, Jo Ann Carland and Jim Carland (Eds.), Las Vegas, NV:
Allied Academies International Conference, 61-68. [Distinguished
Paper Award]
Pleshko,
Larry P., Richard A. Heiens and Leanne C. McGrath (2001), “The Development and
Validation of the Strategic Marketing Initiative Scale as a Comprehensive
Measurement Instrument for First-Mover Efforts,” in Proceedings of the
Academy of Marketing Studies, Jo Ann Carland and Jim Carland (Eds.), Las
Vegas, NV: Allied Academies International Conference, 1-5. [Distinguished
Paper Award]
Pleshko, Larry
P. and Richard A. Heiens (1999), “Customer-Focus or Competitor-Focus? A Sample of Product Firms”, in Enhancing
Knowledge Development in Marketing, Peter J. Gordon and Bert J. Kellerman
(Eds.), San Francisco, CA: American Marketing Association Summer
Educators' Conference, 198-203.
Lennon, Ron
and Richard A. Heiens (1999), “Profiling Jamaican Customer Loyalty within the
FCB Grid,” in Marketing for the Millennium, Jerry W. Wilson (Ed.),
Annapolis, MD: Atlantic Marketing Association, 324-330.
Heiens,
Richard A. (1998), “Profiling Customer Loyalty within the FCB Grid,” in The
Changing World of Corporate and Marketing Communications: Towards the Next
Millennia, Philip J. Kitchen (Ed.),
Heiens,
Richard A. and Larry P. Pleshko (1996), “Customer Loyalty in the Service
Sector,” in Proceedings of the Third Annual Meeting, Jack L. Howard
(Ed.), Las Vegas, NV: American Society of Business and Behavioral
Sciences, 39-43.
Pleshko,
Larry P., Peter A. Stanwick and Richard A. Heiens (1995), “Market Leadership Profiles of the Miles and
Snow Typology Groups,” in Advances in Marketing, Lou E. Pelton, David
Strutton, and John F. Tanner (Eds.), Houston, TX: Southwestern Marketing
Association, 232-236.
Heiens,
Richard A. and Larry P. Pleshko (1995), “An Empirical Examination of Customer
Loyalty in a Convenience-Driven Market,” in Transforming Marketing: On-Line
and Integrating, Donald L. Thompson and Cathy Owens Swift (Eds.),
Pleshko,
Larry P. and Richard A. Heiens (1994), An Investigation into the Relationship
Between Consumer Satisfaction, Market Performance, and Firm Performance in a
Services Environment,” in Enhancing Knowledge Development in Marketing,
Goldsmith,
Ronald E., Steven J. Newell and Richard A. Heiens (1993), “A Reexamination of
Some Black/White Consumption Differences,” in Developments in Marketing
Science, Michael Levy and Dhruv Grewal (Eds.), Miami Beach, FL: Academy
of Marketing Science, 20-23.
Taylor,
Steven A., Randall Hansen and Richard A. Heiens (1992), “Service Quality: An
Examination Using Multi-Dimensional Scaling,” in Marketing: Perspectives for
the 1990s, Robert L. King (Ed.),
Heiens,
Richard A. (1992), “Management-By-Objectives: An Actionable Framework for the
Efficient Management of Nonprofit Organizations,” in Contemporary Business
Issues, Sammy G. Amin (Ed.),
Heiens,
Richard A. and Richard W. Mizerski (1991), “Modifying the Behavioral Intentions
Paradigm for the Prediction of Gift-Giving Behavior,” in Retailing:
Reflections, Insights, and Forecasts, Robert L. King (Ed.),
Heiens,
Richard A. (1991), “A Methodology Towards Measuring the Cognitive Age
Construct,” in Proceedings of the Twenty-Second Annual Meeting, Enar A.
Tunc and Jatinder N.D. Gupta (Eds.), Indianapolis, IN: Midwest Decision Sciences
Institute, 357-360.