"Customer Satisfaction Incentives."

Hauser, John R., Duncan Simester, and Birger Wernerfelt. Marketing Science Vol. 13, No. 4 (1994): 327-350.

"Selling Formats for Search Goods."

Wernerfelt, Birger. Marketing Science Vol. 13, No. 3 (1994): 298-309.

"On the Function of Sales Assistance."

Wernerfelt, Birger. Marketing Science Vol. 13, No. 1 (1994): 68-82.

"Risk Reduction and Umbrella Branding."

Montgomery, Cynthia A. and Birger Wernerfelt. Journal of Business Vol. 65, No. 1 (1992): 31-50.

"Brand Loyalty and Market Equilibrium."

Wernerfelt, Birger. Marketing Science Vol. 10, No. 3 (1991): 229-245.

"Sources of Superior Performance: Market Share vs. Industry Effects in the U.S. Brewing Industry."

Montgomery, Cynthia A. and Birger Wernerfelt. Management Science Vol. 37, No. 8 (1991): 954-959.