by V. Kasturi Rangan - Publications - Faculty & Research

15 Jun 2020
Research & Ideas

A Mass Crisis Can Overwhelm Health Care. Liberia Found a Solution.

If one thing has been made clear by the COVID-19 pandemic, it is this: The health care system in the United States (and most other nations) is not set up to respond to a large-scale medical emergency that affects tens of thousands of citizens simultaneously. But there... View Details

Keywords: by Rachel Layne; Health

Research Summary

Social Marketing and Cause Marketing

By: V. Kasturi Rangan

Rangan is studying the role of marketing in influencing social change by focusing on the adoption of social products and ideas such as family planning, economic development, drug abuse prevention, health care, and recycling. Rangan is attempting to determine how social... View Details

Research Summary

Business Strategy at the Base of the Pyramid

By: V. Kasturi Rangan

Rangan is studying how businesses create value for the 4.2 billion low income, and poorer income residents at the base of the global income pyramid. These are individuals who live on less than $5/day. Providing food, water, sanitation, healthcare, education, skills... View Details

13 Jun 2011
HBS Case

Mobile Banking for the Unbanked

bank accounts at all—they wanted effective ways to send money home to their families. The case's key lesson is the importance of meeting the real needs of your target audience, not the needs as you perceive them, says professor V. View Details

Keywords: by Carmen Nobel; Banking; Communications; Telecommunications

Research Summary

Channel Stewardship

By: V. Kasturi Rangan

Drawing on a dozen in-depth primary case studies, field research, and consulting applications, Rangan has developed a paradigm for continuously evolving a firm's Go-to-Market strategy in keeping up with the changes in its business environment. This evolutionary... View Details

Research Summary

Corporate Social Responsibility

By: V. Kasturi Rangan

Rangan has developed a framework and a process for auditing a company's CSR activities and from that a blueprint for CSR strategy development. He is now in the phase of verifying the framework and implementing the process in certain chosen sites. View Details

03 Jan 2011
Research & Ideas

Most Popular Articles of 2010

systematic analysis and comparison across these approaches. In this paper, HBS professors Alnoor Ebrahim and V. Kasturi Rangan provide a synthesis of the current debates and,... View Details

Keywords: by Staff

23 Jun 2003
Research & Ideas

Building a Better Buyer-Seller Relationship

important, an understanding of the process of how relationships evolve over time," he said. Buyer-seller Evolution To study how relationships evolve in mature industrial markets, Narayandas and HBS professor V. View Details

Keywords: by Martha Lagace

17 Aug 2010
First Look

First Look: August 17

contrast to assumptions of neoclassical economics; and (3) managerial implications-analytics, skills, and success factors. Purchase this note:http://cb.hbsp.harvard.edu/cb/product/410076-PDF-ENG Equitas Microfinance: The Fastest Growing MFI on the Planet V.G.... View Details

Keywords: Martha Lagace

13 Dec 2006
Research & Ideas

Improving Public Health for the Poor

course with HBS professor V. Kasturi Rangan on business serving the so-called "base of the pyramid" sector. Chu says microfinance is one of the few effective... View Details

Keywords: by Martha Lagace; Health

01 Jun 2010
Sharpening Your Skills

Sharpening Your Skills: Social Reporting

nonprofits to achieve their missions. How Do I Sell Csr To Investors And Other Stakeholders During A Financial Crisis? Corporate Social Responsibility in a Downturn Financial turmoil is not a reason to scale back on CSR programs—quite the opposite, says HBS professor... View Details

Keywords: by Staff

14 Jun 2010
Research & Ideas

The Hard Work of Measuring Social Impact

professor Herman "Dutch" Leonard), for nonprofit board members, in November. In two working papers that break down what makes social impact easier or more difficult to measure (one coauthored with HBS professor V. View Details

Keywords: by Julia Hanna

19 Jan 2010
Sharpening Your Skills

Sharpening Your Skills: Managing the Economic Crisis

back on CSR programs—quite the opposite, says HBS professor V. Kasturi "Kash" Rangan. As a marketing scholar, Rangan is optimistic about strategic CSR efforts that provide... View Details

Keywords: by Staff

02 Jan 2007
Research & Ideas

Most Popular Articles of 2006

a fundamental rethinking of how entrepreneurship works. The Strategic Way to Go to Market Too often channel strategies develop at the last minute—when a product is ready to go to market. But this haphazard approach leaves a lot of efficiencies and synergies View Details

Keywords: by Sean Silverthorne

19 Apr 2004
Research & Ideas

Ground-Floor Opportunities for Retail in India

have made goods more attainable and enticing to a larger portion of the population. At the same time, trade liberalization and more sophisticated manufacturing techniques create goods that are less expensive and higher quality. A panel moderated View Details

Keywords: by Julia Hanna; Consumer Products; Retail

05 Jan 2009
Research & Ideas

Most Popular Articles and Working Papers 2008

sophistication in methods, it is now possible to more judiciously allocate marketing resources. By Sunil Gupta and Thomas J. Steenburgh. 5. The Future of Social Enterprise This paper considers the confluence of forces that is shaping the... View Details

Keywords: by Staff

23 Feb 2004
Research & Ideas

It’s Back to Business-Basics for Nonprofits

involved in healthcare or advocacy. HBS professor V. Kasturi Rangan pointed out the question organizations need to answer: What can this organization do to solve this aspect of... View Details

Keywords: by Manda Salls

04 Mar 2002
Research & Ideas

Don’t Lose Money With Customers

management process. One study, completed in collaboration with HBS professor V. Kasturi Rangan, addresses the strategy design and implementation phase of the process by... View Details

Keywords: by Peter K. Jacobs

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

corporation to do? HBS professor V. Kasturi "Kash" Rangan and HBS research associate Arthur McCaffrey propose a framework for an "ethic of engagement," that... View Details

Keywords: by Working Knowledge editors

June 2011
Article

Segmenting the Base of the Pyramid

By: V. Kasturi Rangan, Michael Chu and Djorjiji Petkoski

The bottom of the economic pyramid is a risky place for business, but decent profits can be made there if companies link their financial success with their constituencies' well-being. To do that effectively, you must understand the nuances of people's daily lives, say... View Details