Customer-Centric Marketing Strategy

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.