Rohit Deshpande

Sebastian S. Kresge Professor of Marketing

Rohit Deshpandé is Sebastian S. Kresge Professor of Marketing at Harvard Business School, where he currently teaches in the Program for Leadership Development, Owner/President Management Program and in other executive education offerings. 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, Leadership and Corporate Accountability China and India programs and coordinator for Marketing faculty recruiting. He has previously been coordinator for Marketing doctoral program admissions, and faculty chair of the Strategic Marketing Management executive program. In addition to teaching marketing, he was a part of the design and delivery team that created the Leadership and Corporate Accountability MBA required course at HBS focusing on ethics and corporate governance. In 2008-2009 Deshpande was the Henry B. Arthur Fellow for Business Ethics.

Rohit Deshpandé is Sebastian S. Kresge Professor of Marketing at Harvard Business School, where he currently teaches in the Program for Leadership Development, Owner/President Management Program and in other executive education offerings. 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, Leadership and Corporate Accountability China and India programs and coordinator for Marketing faculty recruiting. He has previously been coordinator for Marketing doctoral program admissions, and faculty chair of the Strategic Marketing Management executive program. In addition to teaching marketing, he was a part of the design and delivery team that created the Leadership and Corporate Accountability MBA required course at HBS focusing on ethics and corporate governance. In 2008-2009 Deshpande was the Henry B. Arthur Fellow for Business Ethics.

Deshpandé introduced the concept of “customer-centricity” at an American Marketing Association meeting talk in 1998. His primary research interest concerns the creation and implementation of customer centric corporate culture, a topic on which he pioneered published work over 15 years ago, 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 field. His most recent books include Developing a Market Orientation, Using Market Knowledge, and The Global Market: Managing the Challenges and Opportunities of Globalization.

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, 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 Business School. 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.

 

  1. Cross-cultural Marketing Strategy

    Rohit Deshpandé's research program focuses on cross-cultural marketing strategy. One stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in multinational firms. Deshpandé is collaborating on a study of high performance firms across several geographies with initial work comparing European, Japanese, and U.S. companies, and current work on emergent economies in Asia. This research also develops diagnostics for measuring the customer-centricity/market orientation of a firm.

    The second stream of projects relates to the influence of culture on consumption. This work examines the impact of the changing demographics of the U.S. population on receptiveness to corporate branding and advertising strategies with specific focus on ethnic and minority marketing strategies.

  2. Global Business Standards

    A more recent research program focuses on understanding the relationship between codes of conduct and corporate performance in global firms. Collaborating with HBS colleagues Joshua Margolis and Lynn Paine, Deshpande is working on developing a diagnostic measurement of business codes of conduct and examining similarities and differences in firms operating across different geographies. The initial phases of this project are described in the December 2005 Harvard Business Review article 'Up to Code' and the September 2011 Harvard Business Review online article 'The Global Leader's Guide to Managing Business Conduct.'
  3. Global Branding and the Provenance Paradox

    Recent research on  global branding focuses on the Provenance Paradox. This phenomenon describes the problem faced by companies in emergent economies trying to establish their brands in developed markets. Although their provenance establishes authenticity, it also constrains these firms to raw material supply chain positions with lower prices. This paradox is detailed in a Harvard Business Review article in December 2010 titled "Why You Aren't Buying Venezuelan Chocolate."