Background Note | HBS Case Collection | October 2000

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.

Keywords: Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Product Development; Value Creation;


Deshpande, Rohit. "Creating Value." Harvard Business School Background Note 501-039, October 2000.