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Guenther, Peter ORCID: 0000-0002-1240-9845 and Guenther, Miriam ORCID: 0000-0001-6033-8466 (2022) Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form. Industrial Marketing Management, 102. pp. 252-265.

Guenther, Peter ORCID: 0000-0002-1240-9845, Guenther, Miriam ORCID: 0000-0001-6033-8466, Ringle, Christian M, Zaefarian, Ghasem and Cartwright, Severina ORCID: 0000-0002-1088-6816 (2023) Improving PLS-SEM use for business marketing research. INDUSTRIAL MARKETING MANAGEMENT, 111. pp. 127-142.

Guenther, Miriam ORCID: 0000-0001-6033-8466 and Guenther, Peter ORCID: 0000-0002-1240-9845 (2020) Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence. Industrial Marketing Management, 87. pp. 76-89.

Guenther, Peter ORCID: 0000-0002-1240-9845 and Guenther, Miriam ORCID: 0000-0001-6033-8466 (2018) Isolating the value-relevant part of advertising spending. European Journal of Marketing, 52 (7/8). pp. 1625-1650.

Guenther, Miriam ORCID: 0000-0001-6033-8466 and Guenther, Peter ORCID: 0000-0002-1240-9845 (2021) The complex firm financial effects of customer satisfaction improvements. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38 (3). pp. 639-662.

Guenther, Miriam ORCID: 0000-0001-6033-8466 and Guenther, Peter ORCID: 0000-0002-1240-9845 (2019) The value of branding for B2B service firms—The shareholders' perspective. Industrial Marketing Management, 78. pp. 88-101.