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Deshpande, RohitRemove Deshpande, Rohit →

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  • August 2001 (Revised May 2002)
  • Case

Worldzap

By: Rohit Deshpande, Carin-Isabel Knoop, Suma Raju and David Kiron
In February 2001, the CEO of a new technology start-up had to decide how to present his firm's value proposition to future clients, customers, and business partners. The technology allowed distribution of full-motion video clips of sports highlights to "third... View Details
Keywords: Business Startups; Information Technology; Marketing Strategy; Distribution; Technology Adoption; Forecasting and Prediction; Value Creation; Information Technology Industry; Sports Industry; Europe
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  • August 2001 (Revised September 2002)
  • Case

Sony PlayStation2 (A)

By: Rohit Deshpande and Seth Schulman
In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain... View Details
Keywords: Games, Gaming, and Gambling; Globalization; Marketing Strategy; Product Launch; Risk and Uncertainty; Competitive Strategy; Information Technology; Computer Industry; Entertainment and Recreation Industry; United States
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  • Article

What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness

By: Mark Forehand and Rohit Deshpandé
Keywords: Advertising
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  • Article

Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion

By: Sonya Grier and Rohit Deshpandé
Keywords: Society; Customers; Groups and Teams; Identity; Advertising; Status and Position
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  • December 2000
  • Article

Triad Lessons: Generalizing Results on High Performance Firms in Five Business-to-Business Markets

By: Rohit Deshpandé, John U. Farley and Frederick E. Webster Jr.
Keywords: Learning; Performance; Business Ventures; Markets
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  • 2000
  • Book

Using Market Knowledge

By: Rohit Deshpandé
Keywords: Markets; Knowledge
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  • October 2000
  • Background Note

Creating Value

By: Rohit Deshpande
Creating value involves understanding consumers/customers and bringing this knowledge into the organization. Market-driven and market-driving strategies are contrasted in the context of new product development. View Details
Keywords: Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Product Development; Value Creation
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  • winter 2000
  • Article

Beyond Market Orientation: When Customers and Suppliers Disagree

By: C. Steinman, R. Deshpande and J. U. Farley
Keywords: Markets; Customers
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  • 2000
  • Chapter

Market-Focused Organizational Transformation in China

By: Rohit Deshpandé and John U. Farley
Focuses on a study which investigated the organizational transformation of companies in China and how it affected their success. Conceptual background and hypothesis; Corporate culture of Chinese and other Asian firms; How organizational culture, climate, innovation... View Details
Keywords: Organizational Change and Adaptation; Performance; Success; China
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  • 1999
  • Chapter

Reliability in Measuring Market Orientation and Financial Performance in Transition Economies

By: R. Deshpande and J. U. Farley
Keywords: Developing Countries and Economies; Markets; Finance; Performance Evaluation; Measurement and Metrics
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  • Article

Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms

By: R. Deshpande and J. U. Farley
Keywords: Markets; Business Ventures; Culture; India; Japan
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  • 1999
  • Book

Developing a Market Orientation

By: Rohit Deshpandé
Keywords: Markets
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  • 1999
  • Article

Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi

By: Rohit Deshpandé and J. U. Farley
Keywords: Economic Systems; Customers; Marketing; Management; Viet Nam
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  • Article

Foreseeing Marketing

By: R. Deshpande
Keywords: Forecasting and Prediction; Marketing
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  • Article

Measuring Market Orientation: A Generalization and Synthesis

By: R. Deshpande and J. U. Farley
Keywords: Measurement and Metrics; Markets
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  • Article

The Market Orientation Construct: Correlations, Culture, and Comprehensiveness

By: R. Deshpande and J. U. Farley
Keywords: Markets
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  • July 1994
  • Article

Competitive Analysis

By: R. Deshpande and H. Gatignon
Keywords: Competition
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  • February 1994
  • Article

A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness

By: Rohit Deshpandé and D. M. Stayman
Keywords: Advertising
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  • January 1994
  • Article

Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency

By: B. Wansink and R. Deshpande
Keywords: Brands and Branding
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  • Article

Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis

By: Rohit Deshpandé, J. U. Farley and F E Webster Jr
Keywords: Organizational Culture; Business Ventures; Customers; Innovation and Invention; Japan
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