Rohit Deshpande
Baker Foundation Professor
Sebastian S. Kresge Professor of Marketing, Emeritus
Baker Foundation Professor
Sebastian S. Kresge Professor of Marketing, Emeritus
Managers working outside their home environments often find that their companies’ norms are inconsistent with practices followed by other businesses in the area. In response, many follow the time-honored advice given in the fourth century by the bishop of Milan to Augustine of Hippo: When in Rome, do as the Romans do.
Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program, the General Management Program, the Program for Leadership Development, the Owner/President Management Program and in other executive education offerings. He is currently co-teaching a MBA field/project-based course "Business of the Arts." He has also taught global branding, international marketing, and first year marketing in the MBA program as well as a doctoral seminar in marketing management. He is the faculty chair of the Global Colloquium for Participant-Centered Learning and has previously been coordinator for Marketing faculty recruiting, coordinator for Marketing doctoral program admissions, and faculty chair of the Strategic Marketing Management executive program at Harvard Business School. He is also the faculty chair for Harvard Business School South Asia research. In addition to teaching marketing, he was a part of the design and delivery team that created the Leadership and Corporate Accountability (LCA) MBA required course at HBS focusing on ethics and corporate governance and was faculty chair of the LCA in India executive program. In 2008-2009 Deshpande was recognized as the Henry B. Arthur Fellow for Business Ethics and in 2015 received the Robert F. Greenhill award for outstanding contributions to the HBS community. Most recently his case studies on "Terror at the Taj" and "Street Symphony" have won Silver Telly Awards and his co-authored paper "Consumers avoid buying from firms with higher CEO-to-worker pay ratios" won the 2021 Journal of Consumer Psychology Park Best Paper Award.
Deshpandé introduced the concept of “customer-centricity” at an American Marketing Association meeting talk in 1998 well before the term "customer-centricity" became the strategic focus of leading corporations worldwide. In a series of research papers he has profiled high performance, customer-centric companies in Asia, Europe, and the Americas. He has published several technical articles, cases, and monographs and was cited in an American Marketing Association study as one of the most highly published full professors in the marketing discipline. His recent work on this topic is published in the “Core Readings in Marketing Series: Customer Centricity.” He is now extending Customer-Centricity into Audience Engagement in arts and culture organizations with case studies on the marketing of jazz (“Wynton Marsalis & Jazz at Lincoln Center”), theater (“American Repertory Theater”), media/entertainment (“Tyra Banks: Personal Branding”), art ("The Louvre"), and classical music ("The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship", "Yo-Yo Ma and Silk Road" and "Street Symphony").
He has served on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, the Journal of International Marketing, the International Journal of Research in Marketing, the Journal of Business Research, and the Asian Journal of Marketing. He is on the Executive Directors Council of the Marketing Science Institute and has served on the Board of Directors of the American Marketing Association.
Deshpandé has also been a principal in a marketing research consulting firm and an electronics manufacturing company. He is an elected member of Beta Alpha Phi and Omicron Delta Kappa and has been listed in Who's Who in America. He has consulted with and taught executive seminars in a variety of organizations in the U.S., Europe, and Asia and has received several recognitions for both executive and MBA teaching. At Harvard, he serves on the Harvard University Committee on the Arts and is on the advisory board of the American Repertory Theater. He is also on the Board of Directors of Silk Road, founded by Yo-Yo Ma.
Before coming to Harvard, Deshpandé was the E. B. Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. He has also held appointments as Associate and Assistant Professor of Marketing at the University of Texas at Austin, Visiting Professor and Scholar at the Graduate School of Business at Stanford University and Thomas Henry Carroll Ford Foundation Visiting Professor of Business Administration at Harvard University. He served as Executive Director of the Marketing Science Institute from 1997-1999. He has a B.Sc. (Hons. Dist.) and M.M.S. from the University of Bombay, an M.B.A. from Northwestern University, and a Ph.D. from the University of Pittsburgh, where he received the Distinguished Alumnus Award in 2008.
- Featured Work
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On the 26th of November 2008, a group of terrorists struck a dozen targets in Mumbai, India including the iconic, 103-year old Taj Palace Hotel. The siege at the hotel lasted two days and three nights and was covered extensively by international media. But there is an amazing, inspirational back story about the heroic actions of the Taj staff couched in the culture of the Taj Hotels company. What can the staff, who saved lives while endangering their own, teach American companies about ethical behavior?Since a product's country of origin of the product establishes its authenticity, companies from emerging markets are unable to price products comparably to similar firms from developed markets. This problem of establishing authenticity, called the "provenance paradox," represents the biggest marketing challenge for emerging markets in the next decade, as companies in emerging markets try to compete in product categories for which their countries are not known.
Managers working outside their home environments often find that their companies’ norms are inconsistent with practices followed by other businesses in the area. In response, many follow the time-honored advice given in the fourth century by the bishop of Milan to Augustine of Hippo: When in Rome, do as the Romans do.
Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer orientation, and develop theoretical propositions on how a country’s wealth and average customer price sensitivity afect national customer orientation during and after global economic shocks without providing an empirical test. This paper tests drivers of national customer orientation by employing World Economic Forum and World Bank annual panel data from 112 countries between 2007 and 2017. The results show that customer orientation is a greater luxury of richer nations and price sensitivity is a partial mediator of that relationship; however, both relationships only transpire in non-recessionary times. The empirical test furthers scholarly research on national customer orientation and provides managers with country-level customer orientation benchmarks across countries and time. - Cases and Teaching Materials
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- Deshpandé, Rohit, and David Allen. "The Venice Biennale." Harvard Business School Teaching Note 524-086, June 2024. View Details
- Deshpandé, Rohit, Dante Roscini, and James Barnett. "Zegna." Harvard Business School Teaching Note 524-077, April 2024. View Details
- Deshpandé, Rohit, and Alexis Lefort. "Kickstarter: Crowdfunding for the Arts." Harvard Business School Case 524-016, November 2023. (Revised May 2024.) View Details
- Deshpandé, Rohit, Dante Roscini, and Elena Corsi. "Zegna." Harvard Business School Case 524-021, August 2023. (Revised September 2023.) View Details
- Deshpandé, Rohit, and Elena Corsi. "The Venice Biennale." Harvard Business School Case 523-097, April 2023. (Revised May 2024.) View Details
- Deshpandé, Rohit, and Daniela Beyersdorfer. "The Swatch Group (B): Omega X Swatch." Harvard Business School Supplement 523-077, February 2023. View Details
- Deshpandé, Rohit. "Arts and Cultural Entrepreneurship." Harvard Business School Course Overview Note 523-035, August 2022. View Details
- Deshpandé, Rohit, and James Barnett. "Serum Institute of India (SII): Racing to Save Lives During a Pandemic." Harvard Business School Teaching Note 521-098, June 2021. View Details
- Deshpandé, Rohit, Aiyesha Dey, and George Serafeim. "BlackRock: Linking Purpose to Profit." Harvard Business School Teaching Note 121-089, May 2021. View Details
- McGee, Henry, Rohit Deshpandé, and Sarah Gulick. "Jeffrey Deitch: Art Entrepreneur." Harvard Business School Case 320-042, March 2020. (Revised October 2020.) View Details
- Deshpandé, Rohit, and Henry McGee. "Christo and Jeanne-Claude: The Art of the Entrepreneur (B)." Harvard Business School Multimedia/Video Supplement 521-711, September 2021. View Details
- Deshpandé, Rohit, and Henry McGee. "Christo and Jeanne-Claude: The Art of the Entrepreneur." Harvard Business School Multimedia/Video Supplement 521-710, September 2021. View Details
- Deshpandé, Rohit, Anjali Raina, and Rachna Chawla. "Serum Institute of India (SII): Racing to Save Lives During a Pandemic." Harvard Business School Case 521-028, January 2021. (Revised March 2021.) View Details
- Deshpandé, Rohit. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship (B) Case Supplement." Harvard Business School Multimedia/Video Supplement 520-721, December 2020. View Details
- Deshpandé, Rohit. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship Case Supplement." Harvard Business School Multimedia/Video Supplement 520-720, December 2020. View Details
- Deshpandé, Rohit, and Nicole Tempest Keller. "San Francisco Ballet: On 'Pointe' for the Future." Harvard Business School Teaching Note 520-115, May 2020. (Revised October 2020.) View Details
- Deshpandé, Rohit, Aiyesha Dey, and George Serafeim. "BlackRock: Linking Purpose to Profit." Harvard Business School Case 120-042, January 2020. (Revised July 2020.) View Details
- Deshpandé, Rohit, and John Masko. "Street Symphony: Making Human Connections through Music." Harvard Business School Teaching Note 520-042, May 2020. View Details
- Deshpandé, Rohit. "Street Symphony: Making Human Connections Through Music." Harvard Business School Multimedia/Video Case 520-701, October 2019. View Details
- Deshpandé, Rohit, and Nicole Tempest Keller. "San Francisco Ballet: On 'Pointe' for the Future." Harvard Business School Case 520-054, February 2020. (Revised August 2020.) View Details
- Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.) View Details
- Deshpandé, Rohit, and Nathaniel Schwalb. "The Dubai International Film Festival." Harvard Business School Teaching Note 519-084, May 2019. View Details
- Deshpandé, Rohit, and Nathaniel Schwalb. "The Louvre." Harvard Business School Teaching Note 519-083, May 2019. View Details
- Deshpandé, Rohit, Francois-Lucien Vulliermet, and Daniela Beyersdorfer. "The Louvre." Harvard Business School Case 519-045, January 2019. (Revised January 2021.) View Details
- Deshpandé, Rohit, Paul A. Gompers, and Scott Duke Kominers. "Yo-Yo Ma and Silkroad." Harvard Business School Case 818-110, March 2018. (Revised October 2019.) View Details
- Deshpandé, Rohit, and Alpana Thapar. "The Dubai International Film Festival." Harvard Business School Case 517-110, May 2017. (Revised November 2019.) View Details
- Deshpandé, Rohit, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán, and Fernanda Miguel. "Tequila Patrón." Harvard Business School Case 517-108, March 2017. (Revised February 2018.) View Details
- Deshpande, Rohit, and Saloni Chaturvedi. "Fair & Lovely vs. Dark is Beautiful." Harvard Business School Teaching Note 517-104, February 2017. View Details
- Teixeira, Thales, Rohit Deshpandé, Ruth Costas, and Priscilla Zogbi. "Expanding Ecommerce at Technos." Harvard Business School Case 517-078, January 2017. View Details
- Deshpande, Rohit, Julia Kelley, and Annelena Lobb. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship." Harvard Business School Teaching Note 517-061, January 2017. View Details
- Deshpandé, Rohit, Esel Cekin, and Akiko Kanno. "Godiva Japan: Think Local, Scale Global." Harvard Business School Case 517-056, January 2017. (Revised February 2018.) View Details
- Deshpande, Rohit, and Annelena Lobb. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship." Harvard Business School Case 517-006, October 2016. (Revised July 2017.) View Details
- Deshpande, Rohit, and Dawn H. Lau. "Singapore Airlines: Premium Goes Multi-Brand." Harvard Business School Case 517-017, August 2016. (Revised July 2017.) View Details
- Deshpandé, Rohit, Tarun Khanna, Namrata Arora, and Tanya Bijlani. "India's Amul: Keeping Up with the Times." Harvard Business School Case 516-116, May 2016. (Revised June 2017.) View Details
- Deshpande, Rohit, and Saloni Chaturvedi. "Fair & Lovely vs. Dark is Beautiful." Harvard Business School Case 516-079, March 2016. (Revised August 2022.) View Details
- Deshpandé, Rohit. "Wynton Marsalis & Jazz at Lincoln Center." Harvard Business School Multimedia/Video Case 515-701, November 2015. View Details
- Deshpandé, Rohit. "Wynton Marsalis & Jazz at Lincoln Center." Harvard Business School Teaching Note 516-021, November 2015. View Details
- Deshpandé, Rohit. "Taj Hotels, Resorts and Palaces." Harvard Business School Teaching Plan 516-036, September 2015. View Details
- Deshpandé, Rohit. "Building Brand Infosys." Harvard Business School Teaching Plan 516-018, September 2015. View Details
- Deshpandé, Rohit. "Marketing Reading: Global Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8182, 2014. View Details
- Deshpandé, Rohit, and Anat Keinan. "Marketing Reading: Brands and Brand Equity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8140, 2014. View Details
- Deshpandé, Rohit. "Marketing Reading: Customer Centricity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8171, 2014. View Details
- Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business School Teaching Note 514-113, May 2014. (Revised August 2020.) View Details
- Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business School Case 514-096, January 2014. (Revised August 2020.) View Details
- Deshpandé, Rohit, Kerry Herman, and Annelena Lobb. "Tyra Banks: Personal Branding (TP)." Harvard Business School Teaching Plan 513-096, August 2013. View Details
- Deshpandé, Rohit. "Tyra Banks: Personal Branding." Harvard Business School Multimedia/Video Case 513-703, August 2013. View Details
- Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.) View Details
- Deshpandé, Rohit, Allen S. Grossman, and Annelena Lobb. "The American Repertory Theater (TP)." Harvard Business School Teaching Plan 512-101, June 2012. View Details
- Deshpande, Rohit, Kerry Herman, and Annelena Lobb. "Branding Yoga." Harvard Business School Case 512-025, December 2011. (Revised February 2013.) View Details
- Deshpandé, Rohit. "Branding Yoga (TP)." Harvard Business School Teaching Plan 512-079, March 2012. (Revised April 2012.) View Details
- Deshpande, Rohit, Annelena Lobb, and Kerry Herman. "Chocolates El Rey (TP)." Harvard Business School Teaching Plan 512-083, April 2012. View Details
- Deshpande, Rohit, Sandra J. Sucher, and Laura Winig. "Cipla 2011." Harvard Business School Case 511-050, April 2011. (Revised April 2015.) View Details
- Deshpandé, Rohit, Karol Misztal, and Daniela Beyersdorfer. "The Swatch Group." Harvard Business School Case 512-052, January 2012. (Revised August 2020.) View Details
- Deshpandé, Rohit, and Nancy Hua Dai. "Hengdeli: The Art of Coexistence." Harvard Business School Case 512-058, January 2012. (Revised January 2014.) View Details
- Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." Harvard Business School Case 512-026, October 2011. (Revised May 2015.) View Details
- Deshpande, Rohit, and Hal Hogan. "Singapore Airlines: Customer Service Innovation." Harvard Business School Case 504-025, July 2003. (Revised April 2011.) View Details
- Deshpande, Rohit, and Mona Sinha. "Taj Hotels, Resorts and Palaces." Harvard Business School Case 511-039, September 2010. (Revised April 2015.) View Details
- Deshpande, Rohit, Gustavo Herrero, and Kirsten O'Neil Massaro. "Corona Beer." Harvard Business School Case 502-023, November 2001. (Revised March 2011.) View Details
- Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Teaching Note 511-118, March 2011. (Revised March 2021.) View Details
- Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Multimedia/Video Case 511-703, March 2011. View Details
- Deshpande, Rohit, and Keith Chi-ho Wong. "Rebranding Gallagher." Harvard Business School Case 511-098, January 2011. (Revised January 2014.) View Details
- Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, August 2008. (Revised June 2010.) View Details
- Deshpande, Rohit, and Lauren Barley. "Flying J (B)." Harvard Business School Supplement 510-120, May 2010. (Revised January 2014.) View Details
- Deshpandé, Rohit, Gustavo Herrero, and Regina Garcia-Cuellar. "Chocolates El Rey." Harvard Business School Case 508-052, January 2008. (Revised February 2010.) View Details
- Deshpande, Rohit, and Seth Schulman. "Tata Consultancy Services." Harvard Business School Case 505-058, January 2005. (Revised November 2009.) View Details
- Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case 508-010, February 2008. (Revised April 2009.) View Details
- Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011, March 2008. (Revised April 2009.) View Details
- Deshpande, Rohit, and Ricardo Reisen de Pinho. "AIDS in Brazil." Harvard Business School Case 506-062, February 2006. (Revised February 2009.) View Details
- Deshpande, Rohit, and Lauren Barley. "Flying J (A)." Harvard Business School Case 508-074, April 2008. (Revised March 2014.) View Details
- Deshpande, Rohit, and Seth Schulman. "Russian Standard." Harvard Business School Case 508-053, November 2007. (Revised April 2008.) View Details
- Deshpande, Rohit, and Richard Cardozo. "Tiger-Tread." Harvard Business School Case 507-077, May 2007. (Revised April 2008.) View Details
- Deshpande, Rohit. "Patents & Patients, CIPLA - Video." Harvard Business School Video Supplement 507-705, February 2007. View Details
- Deshpande, Rohit, and Aldo Sesia Jr. "Cipla (TN)." Harvard Business School Teaching Note 307-021, February 2007. (Revised January 2013.) View Details
- Deshpande, Rohit, and Aldo Sesia. "Parable of the Sadhu" and "Letter from Birmingham Jail" (TN). Harvard Business School Teaching Note 307-029, December 2006. View Details
- Deshpande, Rohit, and Seth Schulman. "Hewlett-Packard (A)." Harvard Business School Case 505-065, February 2005. (Revised November 2006.) View Details
- Deshpande, Rohit, and Seth Schulman. "Hewlett-Packard (B)." Harvard Business School Supplement 507-036, October 2006. View Details
- Deshpande, Rohit, and Laura Winig. "Cipla." Harvard Business School Case 503-085, June 2003. (Revised May 2006.) View Details
- Deshpande, Rohit, and Seth Schulman. "Modi-Revlon." Harvard Business School Case 503-104, June 2003. (Revised March 2006.) View Details
- Deshpande, Rohit, and Hal Hogan. "Kikkoman Corporation: Consumer Focused Innovation." Harvard Business School Case 504-067, January 2004. (Revised August 2005.) View Details
- Deshpande, Rohit, and Carin-Isabel Knoop. "Branding Citigroup's Consumer Business." Harvard Business School Case 504-023, July 2003. (Revised April 2005.) View Details
- Deshpandé, Rohit. "Creating Customer-Centric Cultures: Lessons from High-Performance Organizations." Boston: Harvard Business School Publishing Class Lecture, 2005. Electronic. (Faculty Lecture: HBSP Product Number 107XC.) View Details
- Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.) View Details
- Deshpande, Rohit, and Seth Schulman. "Sony PlayStation2 (A)." Harvard Business School Case 502-016, August 2001. (Revised September 2002.) View Details
- Deshpande, Rohit, Carin-Isabel Knoop, Suma Raju, and David Kiron. "Worldzap." Harvard Business School Case 502-007, August 2001. (Revised May 2002.) View Details
- Deshpande, Rohit. "Creating Value." Harvard Business School Background Note 501-039, October 2000. View Details
- Books
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- Parasuraman, A., William Bearden, Rohit Deshpandé, Valerie S. Folkes, Thomas J. Madden, David W. Stewart, Rajan Varadarajan, and William L. Wilkie. Enhancing Knowledge Development in Marketing. AMA Educators' Proceedings. Chicago, IL: American Marketing Association, 1990. View Details
- Quelch, John A. and Rohit Deshpandé, eds. The Global Market: Developing a Strategy to Manage Across Borders. San Francisco, CA: Jossey-Bass, 2004. View Details
- Deshpandé, Rohit, ed. Using Market Knowledge. Thousand Oaks, CA: SAGE Publications, 2000. View Details
- Deshpandé, Rohit, ed. Developing a Market Orientation. Thousand Oaks, CA: SAGE Publications, 1999. View Details
- Journal Articles
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- Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: An Empirical Test across 112 Countries." Marketing Letters 34, no. 2 (June 2023): 189–204. View Details
- Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: A Framework, Propositions and Agenda for Future Research." European Journal of Marketing 56, no. 4 (April 2022): 1014–1041. View Details
- Deshpandé, Rohit, Imran S. Currim, and Ofer Mintz. "Benchmarking National Customer Orientation in New Markets." Report, Marketing Science Institute, October 2020. View Details
- Deshpandé, Rohit, and Gustavo Herrero. "Divine Decadence or Business Turnaround? The Case of Venezuelan Chocolate." ReVista: Harvard Review of Latin America 20, no. 1 (Fall 2020). View Details
- Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim. "Your Customers Have Changed. Here's How to Engage Them Again." Harvard Business School Working Knowledge (June 16, 2020). View Details
- Mohan, Bhavya, Tobias Schlager, Rohit Deshpandé, and Michael I. Norton. "Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios." Special Issue on Marketplace Morality. Journal of Consumer Psychology 28, no. 2 (April 2018): 344–352. View Details
- Deshpandé, Rohit, Amir Grinstein, Elie Ofek, and Sang-Hoon Kim. "Achievement Motivation, Strategic Orientations and Business Performance in Entrepreneurial Firms: How Different are Japanese and American Founders?" International Marketing Review 30, no. 3 (2013). View Details
- Paharia, Neeru, Kathleen Vohs, and Rohit Deshpandé. "Sweatshop Labor Is Wrong Unless the Shoes Are Cute: Cognition Can Both Hurt and Help Motivated Moral Reasoning." Organizational Behavior and Human Decision Processes 121, no. 1 (May 2013): 81–88. View Details
- Shultz, C., Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar, and A. Veeck. "Marketing and Public Policy: Transformative Research in Developing Markets." Journal of Public Policy & Marketing 31, no. 2 (Fall 2012). View Details
- Deshpandé, Rohit, Amir Grinstein, and Elie Ofek. "Strategic Orientations in a Competitive Context: The Role of Strategic Orientation Differentiation." Marketing Letters 23, no. 3 (September 2012): 629–643. View Details
- Deshpandé, Rohit, and Anjali Raina. "The Ordinary Heroes of the Taj." Harvard Business Review 89, no. 12 (December 2011). View Details
- Paine, Lynn S., Rohit Deshpandé, and Joshua D. Margolis. "A Global Leader's Guide to Managing Business Conduct." Harvard Business Review 89, no. 9 (September 2011). (Online edition.) View Details
- Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010). View Details
- Chance, Zoe, and Rohit Deshpandé. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (September 2009). View Details
- Deshpandé, Rohit. "The Country Effect: Leveraging the Origin of a Brand for the Global Markets." Harvard Business Review América Latina 85, no. 8 (August 2007): 2–6. View Details
- Puccinelli, Nancy M., Rohit Deshpandé, and Alice M. Isen. "Should I Stay or Should I Go? Mood Congruity, Self-monitoring and Retail Context Preference." Journal of Business Research 60, no. 6 (June 2007): 640–648. View Details
- Deshpandé, Rohit, and John U. Farley. "Interdisciplinary Research Within a Modified Competing Values Model of Organizational Performance: Results from Brazil." Journal of Global Marketing 20, nos. 2/3 (2007): 5–16. View Details
- Paine, Lynn, Rohit Deshpandé, Joshua D. Margolis, and Kim Eric Bettcher. "Up to Code: Does Your Company's Conduct Meet World-Class Standards?" Harvard Business Review 83, no. 12 (December 2005): 122–133. View Details
- Deshpandé, Rohit, and John U. Farley. "Thai Firms' Adaptations Following the Asian Economic Crisis: Market Orientation, Innovativeness and Organizational Culture Five Years After." Asian Journal of Marketing 11, no. 1 (2005). View Details
- Farley, John U., and Rohit Deshpandé. "Charting the Evolution of Russian Firms from Soviet 'Producer Orientation' to Contemporary 'Market Orientation'." Journal of Global Marketing 19, no. 2 (2005): 7–26. View Details
- Deshpandé, Rohit, and John U. Farley. "Organizational Culture, Innovativeness and Market Orientation in Hong Kong Five Years After Handover: What Has Changed?" Journal of Global Marketing 17, no. 4 (2004): 53–73. View Details
- Deshpandé, Rohit, John U. Farley, and Douglas Bowman. "Tigers, Dragons, and Others: Profiling High Performance in Asian Firms." Journal of International Marketing 12, no. 3 (2004): 5–29. View Details
- Deshpandé, Rohit, and John U. Farley. "Organizational Culture, Market Orientation, Innovativeness and Firm Performance: An International Research Odyssey." International Journal of Research in Marketing 21, no. 1 (March 2004): 3–22. View Details
- Deshpandé, Rohit, and John U. Farley. "Market Orientation, Innovativeness and Organizational Culture: Thai Firms Adapt to the Asian Economic Crisis." Asian Journal of Marketing (January 2004): 5–19. View Details
- Dimofte, Claudiu V., Mark R. Forehand, and Rohit Deshpandé. "Ad Schema Incongruity As Elicitor of Ethnic Self-Awareness and Differential Advertising Response." Journal of Advertising 32, no. 4 (winter 2003): 7–17. View Details
- Forehand, Mark R., Rohit Deshpandé, and Americus Reed III. "Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response." Journal of Applied Psychology 87, no. 6 (December 2002): 1086–1099. View Details
- Deshpandé, Rohit, and John U. Farley. "Looking at Your World Through Your Customer's Eyes: Cross-National Differences in Buyer-Seller Alliances." Journal of Relationship Marketing 1, nos. 3/4 (2002): 3–22. View Details
- Deshpandé, Rohit, and John U. Farley. "High Performance Firms in a Complex New China: A Tale of Six Cities." Journal of Global Marketing 16, nos. 1/2 (2002): 207–229. View Details
- Forehand, Mark, and Rohit Deshpandé. "What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness." Journal of Marketing Research (JMR) 38, no. 3 (August 2001). View Details
- Grier, Sonya, and Rohit Deshpandé. "Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion." Journal of Marketing Research (JMR) 38, no. 2 (May 2001): 216–224. View Details
- Deshpandé, Rohit, John U. Farley, and Frederick E. Webster Jr. "Triad Lessons: Generalizing Results on High Performance Firms in Five Business-to-Business Markets." International Journal of Research in Marketing 17, no. 4 (December 2000): 353–362. View Details
- Steinman, C., R. Deshpande, and J. U. Farley. "Beyond Market Orientation: When Customers and Suppliers Disagree." Journal of the Academy of Marketing Science 28 (winter 2000): 109–119. View Details
- Deshpande, R., and J. U. Farley. "Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms." Journal of International Marketing 7, no. 4 (1999): 111–127. View Details
- Deshpandé, Rohit, and J. U. Farley. "Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi." Asian Journal of Marketing 7, no. 1 (1999): 4–18. View Details
- Deshpande, R. "Foreseeing Marketing." Journal of Marketing 63, no. 4 Special (October 1999): 164–167. View Details
- Deshpande, R., and J. U. Farley. "Measuring Market Orientation: A Generalization and Synthesis." Journal of Market-Focused Management 2, no. 3 (September 1998): 213–232. View Details
- Deshpande, R., and J. U. Farley. "The Market Orientation Construct: Correlations, Culture, and Comprehensiveness." Journal of Market-Focused Management 2, no. 3 (September 1998): 237–239. View Details
- Deshpande, R., and H. Gatignon. "Competitive Analysis." Marketing Letters 5 (July 1994): 271–288. View Details
- Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness." Journal of Marketing Research (JMR) 31 (February 1994): 57–64. View Details
- Wansink, B., and R. Deshpande. "Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency." Marketing Letters 5 (January 1994): 91–100. View Details
- Deshpandé, Rohit, J. U. Farley, and F E Webster Jr. "Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis." Journal of Marketing 57, no. 1 (January 1993): 23–37. View Details
- Moorman, C., R. Deshpande, and G. Zaltman. "Factors Affecting Trust in Market Research Relationships." Journal of Marketing 57, no. 1 (January 1993): 81–101. View Details
- Moorman, C., G. Zaltman, and Rohit Deshpandé. "Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations." Journal of Marketing Research (JMR) 29, no. 3 (August 1992): 314–28. View Details
- Deshpandé, Rohit, and D. M. Stayman. "Situational Ethnicity and Consumer Behavior." Journal of Consumer Research 16, no. 3 (December 1989): 361–371. View Details
- Deshpandé, Rohit, and Ajay K. Kohli. "Knowledge Disavowal: Structural Determinants of Information Processing Breakdown in Organizations." Knowledge 11, no. 2 (December 1989): 155–169. View Details
- Deshpandé, Rohit, and Frederick E. Webster Jr. "Organization Culture and Marketing: Defining the Research Agenda." Journal of Marketing 53, no. 1 (January 1989): 3–15. View Details
- Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms." Journal of Marketing Research (JMR) 24, no. 1 (February 1987): 114–118. View Details
- Deshpandé, Rohit, Wayne D. Hoyer, and Naveen Donthu. "The Intensity of Ethnic Affiliation: A Study in the Sociology of Hispanic Consumption." Journal of Consumer Research 13, no. 2 (September 1986): 214–220. View Details
- Deshpandé, Rohit. "Truth Tests and Utility Tests: Private Sector Decision Makers' Frames of Reference for Social Science Research." Social Science Quarterly 67, no. 1 (March 1986): 39–52. View Details
- Deshpandé, Rohit, and A. Parasuraman. "Linking Corporate Culture to Strategic Planning." Business Horizons 29, no. 3 (May–June 1986): 28–37. View Details
- Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use." Journal of Marketing Research (JMR) 21, no. 1 (February 1984): 32–38. View Details
- Deshpandé, Rohit. "'Paradigms Lost': On Theory and Method in Research in Marketing." Journal of Marketing 47, no. 4 (Fall 1983): 101–110. View Details
- Deshpandé, Rohit, and G. Zaltman. "Patterns of Research Use in Private and Public Sectors." Knowledge 4, no. 4 (June 1983): 561–575. View Details
- Deshpandé, Rohit. "The Organizational Context of Market Research Use." Journal of Marketing 46, no. 4 (Fall 1982): 98–108. View Details
- Deshpandé, Rohit, and Gerald Zaltman. "Factors Affecting the Consumption of Market Research: A Path Analysis." Journal of Marketing Research (JMR) 19, no. 1 (February 1982): 14–31. View Details
- Deshpandé, Rohit. "Action and Enlightenment Functions of Research: Comparing Private and Public Sector Perspectives." Knowledge 2, no. 3 (March 1981): 317–330. View Details
- Deshpandé, Rohit, and G. Zaltman. "Enhancing Research Utilization: Effective Guidelines for Managers and Researchers." Marknadsvetand [Marketing Knowledge] 8, no. 2 (1978): 39–46. View Details
- Book Chapters
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- Deshpandé, Rohit, and Zoe Chance. "Fighting AIDS, Fighting Poverty: Customer Centric Marketing in the Generic Antiretroviral Business." In Business Solutions for the Global Poor: Creating Social and Economic Value, edited by V. Kasturi Rangan, John A. Quelch, Gustavo Herrero, and Brooke Barton. John Wiley & Sons, 2007. View Details
- Deshpande, R., and J. U. Farley. "Reliability in Measuring Market Orientation and Financial Performance in Transition Economies." In Marketing Issues in Transnational Economies, edited by R. Batra, 127–138. Boston: Kluwer Academic Publishers, 1999. View Details
- Deshpandé, Rohit, and G. Zaltman. "The Use of Market Research in Industrial Organizations." In A Strategic Approach to Business Marketing, edited by Robert Spekman and David Wilson, 58–66. American Marketing Association, 1985. View Details
- Deshpandé, Rohit, and Gerald Zaltman. "The Characteristics of Knowledge Use: Corporate and Public Policy Insights." Chap. 18 in Government Marketing: Theory and Practice, edited by Michael P. Mokwa and Steven E. Permut, 270–278. Public and Nonprofit Sector Marketing. New York, NY: Praeger, 1981. View Details
- Deshpandé, Rohit, and Gerald Zaltman. "The Characteristics of Knowledge Use: Corporate and Public Policy Insights." Chap. 18 in Government Marketing: Theory and Practice, edited by Michael P. Mokwa and Steven E. Permut, 270–278. Public and Nonprofit Sector Marketing. New York, NY: Praeger, 1981. View Details
- Deshpandé, Rohit, and Gerald Zaltman. "Increasing the Utilization of Scientific and Technical Information: Guidelines for Research Producers and Users." Chap. 7 in The Marketing of Scientific and Technical Information, edited by William Richard King and Gerald Zaltman, 93–109. Routledge, 1979. View Details
- Deshpandé, Rohit. "Marketing Management." Chap. 10 in Management Principles for Nonprofit Agencies and Organizations, edited by G. Zaltman, 363–400. New York, NY: AMACOM, 1979. View Details
- Other Publications and Materials
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- Deshpandé, Rohit, Imran S. Currim, and Ofer Mintz. "Benchmarking National Customer Orientation in New Markets." Report, Marketing Science Institute, October 2020. View Details
- Deshpandé, Rohit, Amir Grinstein, and E. Ofek. "Strategic Orientations in a Competitive Environment: Following the Road Not Taken." AMA Educators' Proceedings 19 (Summer 2008): 83. View Details
- Ustuner, Tuba, and Rohit Deshpandé. "Intimacy: An Overlooked Dimension of Marketing Relationships." AMA Educators' Proceedings 14 (2003): 134–135. View Details
- Deshpandé, Rohit, and John U. Farley. "Market-Focused Organizational Transformation in China." In Greater China in the Global Market, edited by Yigang Pan, 7–35. New York: Haworth Press, 2000. View Details
- Cherian, Joseph, and Rohit Deshpandé. "The Impact of Organizational Culture on the Adoption of Industrial Innovations." AMA Educators' Proceedings (1985): 30–34. View Details
- Deshpandé, Rohit. "Theoretical Myopia: The Discipline of Marketing and the Hierarchy of the Sciences." AMA Educators' Proceedings (1984): 18–21. (Scientific Method in Marketing.) View Details
- Zimmer, Mary, and Rohit Deshpandé. "The Development of Choice Tactics in Low Involvement Situations." AMA Educators' Proceedings (1984): 220–223. (Scientific Method in Marketing, Chicago.) View Details
- Deshpandé, Rohit, and A. Parasuraman. "The Cultural Context of Marketing Management." AMA Educators' Proceedings (1984): 176–179. View Details
- Deshpandé, Rohit, and A. Parasuraman. "Organizational Culture and Marketing Effectiveness." AMA Educators' Proceedings (1984): 137–140. (Scientific Method in Marketing.) View Details
- Deshpandé, Rohit. "A Comparative Review of Innovation Diffusion Books." Journal of Marketing Research (JMR) 20, no. 3 (August 1983): 327–334. View Details
- Deshpandé, Rohit, and Wayne D. Hoyer. "Profiling the Mexican-American Consumer: An Empirical Study of Attitudes Towards Business and Government and Hispanic Consumption Patterns." Report, University of Texas at Austin, 1983. View Details
- Deshpandé, Rohit, and Wayne D. Hoyer. "Consumer Decision Making: Strategies, Cognitive Effort, and Perceived Risk." AMA Educators' Proceedings (1983): 88–91. View Details
- Deshpandé, Rohit, and Wayne D. Hoyer. "Cross-Cultural Influences on Buyer Behavior: The Impact of Hispanic Ethnicity." AMA Educators' Proceedings (1982): 89–92. View Details
- Deshpandé, Rohit, Wayne D. Hoyer, and Scott Jeffries. "Low Involvement Decision Processes: The Importance of Choice Tactics." Proceedings Series, American Marketing Association (1982): 155–158. (Philosophy of Science Perspectives.) View Details
- Deshpandé, Rohit, and S. Krishnan. "Correlates of Deficient Consumer Environments: The Case of the Elderly." Advances in Consumer Research 9 (1982): 515–519. View Details
- Deshpandé, Rohit, and S. Jeffries. "Attributes Affecting the Use of Market Research in Decision Making: An Exploratory Study." AMA Educators' Proceedings (1981): 1–4. View Details
- Deshpandé, Rohit, and S. Krishnan. "A Consumer Based Approach for Establishing Priorities in Consumer Information Programs: Implications for Public Policy." Advances in Consumer Research 8 (1981): 338–343. View Details
- Deshpandé, Rohit. "The Usefulness of Marketing Information in Decision Making: An Empirical Study of Market Research Projects." Proceedings of the Annual Meeting of the Southern Marketing Association (1980): 482–485. View Details
- Deshpandé, Rohit, and S. Krishnan. "Consumer Impulse Purchase and Credit Card Usage: An Empirical Examination Using the Log Linear Model." Advances in Consumer Research 7 (1980): 792–795. View Details
- Deshpandé, Rohit. "The Use, Non-Use, and Abuse of Social Science Knowledge: A Review Essay." Knowledge 1, no. 1 (March 1979): 164–176. View Details
- Deshpandé, Rohit, and S. Krishnan. "The Use of Buying Decision Rules by the Elderly: Public Policy Implications of Perceived Post-Purchase Dissatisfaction." AMA Educators' Proceedings (1979): 583–588. View Details
- Deshpandé, Rohit, and G. Zaltman. "The Impact of Elderly Consumer Dissatisfaction and Buying Experience on Information Search: A Path-Analysis Approach." In New Dimensions of Consumer Satisfaction and Complaining Behavior: Papers from the Third Annual Conference on Consumer Satisfaction, Dissatisfaction and Complaining Behavior, edited by R. Day and K. Hunt, 145–152. Department of Marketing, School of Business, Indiana University, 1979. View Details
- Zaltman, Gerald, Rajendra K. Srivastava, and Rohit Deshpandé. "Perceptions of Unfair Marketing Practices: Consumerism Implications." Advances in Consumer Research 5 (1978): 247–253. View Details
- Deshpandé, Rohit, and Rajendra K. Srivastava. "Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies." Special Issue on Proceedings of the Second Annual Conference of the Academy of Marketing Science edited by D. K. Hawes and R. Tamilia. Developments in Marketing Science 1 (1978): 128–132. View Details
- Deshpandé, Rohit, and Rajendra K. Srivastava. "The Management of Marketing Conflict: Implications for Public Policy." AMA Educators' Proceedings (1977): 542. View Details
- Deshpandé, Rohit. "Rural Marketing." In Growth, Social Justice, and the Indian Manager, 205–210. Xavier Labor Relations Institute, 1972. View Details
- Research Summary
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Customer Centricity Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high performance firms. This research also develops diagnostics for measuring the customer-centricity/market orientation of a firm. Recent work involves developing case studies of customer-centric firms in Europe, Asia, and the Americas. Cultural Entrepreneurship and the Business of the Arts A more recent research program focuses on creating and managing ventures connected with the arts and culture. This research extends the concept of Customer-Centricity into the context of Audience Engagement. This primarily case-based work explores how successful arts/culture organizations deal with challenges of changing audience demographics and social media marketing. And how new arts/culture startups engage with new audiences. Workplace Ethics and Global Business Standards This research grows out of initial collaborative research on the relationship between codes of conduct and corporate performance. This work was reported in Harvard Business Review articles. More recent research focuses on specific topics in workplace ethics including consumer moral disengagement regarding workplace conditions, consumer reactions to employee pay inequalities, and the marketing of skin whitening cosmetics.Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high performance firms. This research also develops diagnostics for measuring the customer-centricity/market orientation of a firm.
Recent work involves developing case studies of customer-centric firms in Europe, Asia, and the Americas.
A more recent research program focuses on creating and managing ventures connected with the arts and culture. This research extends the concept of Customer-Centricity into the context of Audience Engagement. This primarily case-based work explores how successful arts/culture organizations deal with challenges of changing audience demographics and social media marketing. And how new arts/culture startups engage with new audiences.This research grows out of initial collaborative research with Joshua Margolis and Lynn Paine on the relationship between codes of conduct and corporate performance. This work was reported in Harvard Business Review articles in 2005 and 2011. More recent research focuses on specific topics in workplace ethics including consumer moral disengagement regarding workplace conditions, consumer reactions to employee pay inequalities, and the marketing of skin whitening cosmetics. - Teaching
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Leadership and Corporate Accountability
Business of the Arts
Marketing - Additional Information
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Affiliations
- Areas of Interest
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- corporate culture
- customer focus
- ethics
- global
- globalization
- marketing
- advertising
- agribusiness
- airline
- banking
- beauty products
- beverage
- financial services
- home video games
- marketing industry
- pharmaceuticals
- telecommunications
- tourism
- video games
- Asia
- Australia
- Australia and Oceania
- Brazil
- Chile
- China
- Colombia
- Europe
- France
- Germany
- India
- Japan
- Mexico
- North America
- Russian Federation
- Singapore
- South America
- Thailand
- United Kingdom
- United States
- Venezuela
- Vietnam
Additional TopicsIndustriesGeographies - In The News