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Rohit Deshpande

Rohit Deshpande

Baker Foundation Professor
Sebastian S. Kresge Professor of Marketing, Emeritus

Baker Foundation Professor
Sebastian S. Kresge Professor of Marketing, Emeritus

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Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program, the Program for Leadership Development, the Owner/President Management Program and in other executive education offerings. He is currently co-teaching a MBA field/project-based course "Arts and Cultural Entrepreneurship." 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 and has previously been coordinator for Marketing faculty recruiting, coordinator for Marketing doctoral program admissions, and faculty chair of the Strategic Marketing Management  executive program at Harvard Business School. In addition to teaching marketing, he was a part of the design and delivery team that created the Leadership and Corporate Accountability (LCA) MBA required course at HBS focusing on ethics and corporate governance and was faculty chair of the LCA in India executive program. In 2008-2009 Deshpande was recognized as the Henry B. Arthur Fellow for Business Ethics and in 2015 received the Robert F. Greenhill award for outstanding contributions to the HBS community. Most recently his case studies on "Terror at the Taj" and "Street Symphony" have won Silver Telly Awards and his co-authored paper "Consumers avoid buying from firms with higher CEO-to-worker pay ratios" won the 2021 Journal of Consumer Psychology Park Best Paper Award.

Deshpandé introduced the concept of “customer-centricity” at an American Marketing Association meeting talk in 1998 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 discipline. His recent work on this topic is published in the “Core Readings in Marketing Series: Customer Centricity.” He is now extending Customer-Centricity into Audience Engagement in arts and culture organizations with case studies on the marketing of jazz (“Wynton Marsalis & Jazz at Lincoln Center”), theater (“American Repertory Theater”), media/entertainment (“Tyra Banks: Personal Branding”), art ("The Louvre"), and classical music ("The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship", "Yo-Yo Ma and Silk Road" and "Street Symphony", winner two Silver Telly Awards).

He has served on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, the Journal of International Marketing, the International Journal of Research in Marketing, the Journal of Business Research, and the Asian Journal of Marketing. He is on the Executive Directors Council of the Marketing Science Institute and has served on the Board of Directors of the American Marketing Association.

Deshpandé has also been a principal in a marketing research consulting firm and an electronics manufacturing company. He is an elected member of Beta Alpha Phi and Omicron Delta Kappa and has been listed in Who's Who in America. He has consulted with and taught executive seminars in a variety of organizations in the U.S., Europe, and Asia and has received several recognitions for both executive and MBA teaching. At Harvard, he serves on the Harvard University Committee on the Arts, the Harvard Initiative for Learning and Teaching, the Harvard Murthy Classical Library of India Committee, and is on the advisory boards of the American Repertory Theater and the David Rockefeller Center for Latin American Studies. He is also on the Board of Directors of Silk Road, founded by Yo-Yo Ma. 

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 at Austin, 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 University. 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.

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Featured Work Publications Research Summary

Cases and Teaching Materials
Cases and Teaching Materials

  • Deshpandé, Rohit, and Daniela Beyersdorfer. "The Swatch Group (B): Omega X Swatch." Harvard Business School Supplement 523-077, February 2023. View Details
  • Deshpandé, Rohit. "Arts and Cultural Entrepreneurship." Harvard Business School Course Overview Note 523-035, August 2022. View Details
  • Deshpandé, Rohit, and James Barnett. "Serum Institute of India (SII): Racing to Save Lives During a Pandemic." Harvard Business School Teaching Note 521-098, June 2021. View Details
  • Deshpandé, Rohit, Aiyesha Dey, and George Serafeim. "BlackRock: Linking Purpose to Profit." Harvard Business School Teaching Note 121-089, May 2021. View Details
  • McGee, Henry, Rohit Deshpandé, and Sarah Gulick. "Jeffrey Deitch: Art Entrepreneur." Harvard Business School Case 320-042, March 2020. (Revised October 2020.) View Details
  • Deshpandé, Rohit, and Henry McGee. "Christo and Jeanne-Claude: The Art of the Entrepreneur (B)." Harvard Business School Multimedia/Video Supplement 521-711, September 2021. View Details
  • Deshpandé, Rohit, and Henry McGee. "Christo and Jeanne-Claude: The Art of the Entrepreneur." Harvard Business School Multimedia/Video Supplement 521-710, September 2021. View Details
  • Deshpandé, Rohit, Anjali Raina, and Rachna Chawla. "Serum Institute of India (SII): Racing to Save Lives During a Pandemic." Harvard Business School Case 521-028, January 2021. (Revised March 2021.) View Details
  • Deshpandé, Rohit. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship (B) Case Supplement." Harvard Business School Multimedia/Video Supplement 520-721, December 2020. View Details
  • Deshpandé, Rohit. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship Case Supplement." Harvard Business School Multimedia/Video Supplement 520-720, December 2020. View Details
  • Deshpandé, Rohit, and Nicole Tempest Keller. "San Francisco Ballet: On 'Pointe' for the Future." Harvard Business School Teaching Note 520-115, May 2020. (Revised October 2020.) View Details
  • Deshpandé, Rohit, Aiyesha Dey, and George Serafeim. "BlackRock: Linking Purpose to Profit." Harvard Business School Case 120-042, January 2020. (Revised July 2020.) View Details
  • Deshpandé, Rohit, and John Masko. "Street Symphony: Making Human Connections through Music." Harvard Business School Teaching Note 520-042, May 2020. View Details
  • Deshpandé, Rohit. "Street Symphony: Making Human Connections Through Music." Harvard Business School Multimedia/Video Case 520-701, October 2019. View Details
  • Deshpandé, Rohit, and Nicole Tempest Keller. "San Francisco Ballet: On 'Pointe' for the Future." Harvard Business School Case 520-054, February 2020. (Revised August 2020.) View Details
  • Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.) View Details
  • Deshpandé, Rohit, and Nathaniel Schwalb. "The Dubai International Film Festival." Harvard Business School Teaching Note 519-084, May 2019. View Details
  • Deshpandé, Rohit, and Nathaniel Schwalb. "The Louvre." Harvard Business School Teaching Note 519-083, May 2019. View Details
  • Deshpandé, Rohit, Francois-Lucien Vulliermet, and Daniela Beyersdorfer. "The Louvre." Harvard Business School Case 519-045, January 2019. (Revised January 2021.) View Details
  • Deshpandé, Rohit, Paul A. Gompers, and Scott Duke Kominers. "Yo-Yo Ma and Silkroad." Harvard Business School Case 818-110, March 2018. (Revised October 2019.) View Details
  • Deshpandé, Rohit, and Alpana Thapar. "The Dubai International Film Festival." Harvard Business School Case 517-110, May 2017. (Revised November 2019.) View Details
  • Deshpandé, Rohit, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán, and Fernanda Miguel. "Tequila Patrón." Harvard Business School Case 517-108, March 2017. (Revised February 2018.) View Details
  • Deshpande, Rohit, and Saloni Chaturvedi. "Fair & Lovely vs. Dark is Beautiful." Harvard Business School Teaching Note 517-104, February 2017. View Details
  • Teixeira, Thales, Rohit Deshpandé, Ruth Costas, and Priscilla Zogbi. "Expanding Ecommerce at Technos." Harvard Business School Case 517-078, January 2017. View Details
  • Deshpande, Rohit, Julia Kelley, and Annelena Lobb. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship." Harvard Business School Teaching Note 517-061, January 2017. View Details
  • Deshpandé, Rohit, Esel Cekin, and Akiko Kanno. "Godiva Japan: Think Local, Scale Global." Harvard Business School Case 517-056, January 2017. (Revised February 2018.) View Details
  • Deshpande, Rohit, and Annelena Lobb. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship." Harvard Business School Case 517-006, October 2016. (Revised July 2017.) View Details
  • Deshpande, Rohit, and Dawn H. Lau. "Singapore Airlines: Premium Goes Multi-Brand." Harvard Business School Case 517-017, August 2016. (Revised July 2017.) View Details
  • Deshpandé, Rohit, Tarun Khanna, Namrata Arora, and Tanya Bijlani. "India's Amul: Keeping Up with the Times." Harvard Business School Case 516-116, May 2016. (Revised June 2017.) View Details
  • Deshpande, Rohit, and Saloni Chaturvedi. "Fair & Lovely vs. Dark is Beautiful." Harvard Business School Case 516-079, March 2016. (Revised August 2022.) View Details
  • Deshpandé, Rohit. "Wynton Marsalis & Jazz at Lincoln Center." Harvard Business School Multimedia/Video Case 515-701, November 2015. View Details
  • Deshpandé, Rohit. "Wynton Marsalis & Jazz at Lincoln Center." Harvard Business School Teaching Note 516-021, November 2015. View Details
  • Deshpandé, Rohit. "Taj Hotels, Resorts and Palaces." Harvard Business School Teaching Plan 516-036, September 2015. View Details
  • Deshpandé, Rohit. "Building Brand Infosys." Harvard Business School Teaching Plan 516-018, September 2015. View Details
  • Deshpandé, Rohit. "Marketing Reading: Global Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8182, 2014. View Details
  • Deshpandé, Rohit, and Anat Keinan. "Marketing Reading: Brands and Brand Equity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8140, 2014. View Details
  • Deshpandé, Rohit. "Marketing Reading: Customer Centricity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8171, 2014. View Details
  • Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business School Teaching Note 514-113, May 2014. (Revised August 2020.) View Details
  • Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business School Case 514-096, January 2014. (Revised August 2020.) View Details
  • Deshpandé, Rohit, Kerry Herman, and Annelena Lobb. "Tyra Banks: Personal Branding (TP)." Harvard Business School Teaching Plan 513-096, August 2013. View Details
  • Deshpandé, Rohit. "Tyra Banks: Personal Branding." Harvard Business School Multimedia/Video Case 513-703, August 2013. View Details
  • Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.) View Details
  • Deshpandé, Rohit, Allen S. Grossman, and Annelena Lobb. "The American Repertory Theater (TP)." Harvard Business School Teaching Plan 512-101, June 2012. View Details
  • Deshpande, Rohit, Kerry Herman, and Annelena Lobb. "Branding Yoga." Harvard Business School Case 512-025, December 2011. (Revised February 2013.) View Details
  • Deshpandé, Rohit. "Branding Yoga (TP)." Harvard Business School Teaching Plan 512-079, March 2012. (Revised April 2012.) View Details
  • Deshpande, Rohit, Annelena Lobb, and Kerry Herman. "Chocolates El Rey (TP)." Harvard Business School Teaching Plan 512-083, April 2012. View Details
  • Deshpande, Rohit, Sandra J. Sucher, and Laura Winig. "Cipla 2011." Harvard Business School Case 511-050, April 2011. (Revised April 2015.) View Details
  • Deshpandé, Rohit, Karol Misztal, and Daniela Beyersdorfer. "The Swatch Group." Harvard Business School Case 512-052, January 2012. (Revised August 2020.) View Details
  • Deshpandé, Rohit, and Nancy Hua Dai. "Hengdeli: The Art of Coexistence." Harvard Business School Case 512-058, January 2012. (Revised January 2014.) View Details
  • Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." Harvard Business School Case 512-026, October 2011. (Revised May 2015.) View Details
  • Deshpande, Rohit, and Hal Hogan. "Singapore Airlines: Customer Service Innovation." Harvard Business School Case 504-025, July 2003. (Revised April 2011.) View Details
  • Deshpande, Rohit, and Mona Sinha. "Taj Hotels, Resorts and Palaces." Harvard Business School Case 511-039, September 2010. (Revised April 2015.) View Details
  • Deshpande, Rohit, Gustavo Herrero, and Kirsten O'Neil Massaro. "Corona Beer." Harvard Business School Case 502-023, November 2001. (Revised March 2011.) View Details
  • Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Teaching Note 511-118, March 2011. (Revised March 2021.) View Details
  • Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Multimedia/Video Case 511-703, March 2011. View Details
  • Deshpande, Rohit, and Keith Chi-ho Wong. "Rebranding Gallagher." Harvard Business School Case 511-098, January 2011. (Revised January 2014.) View Details
  • Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, August 2008. (Revised June 2010.) View Details
  • Deshpande, Rohit, and Lauren Barley. "Flying J (B)." Harvard Business School Supplement 510-120, May 2010. (Revised January 2014.) View Details
  • Deshpandé, Rohit, Gustavo Herrero, and Regina Garcia-Cuellar. "Chocolates El Rey." Harvard Business School Case 508-052, January 2008. (Revised February 2010.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Tata Consultancy Services." Harvard Business School Case 505-058, January 2005. (Revised November 2009.) View Details
  • Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case 508-010, February 2008. (Revised April 2009.) View Details
  • Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011, March 2008. (Revised April 2009.) View Details
  • Deshpande, Rohit, and Ricardo Reisen de Pinho. "AIDS in Brazil." Harvard Business School Case 506-062, February 2006. (Revised February 2009.) View Details
  • Deshpande, Rohit, and Lauren Barley. "Flying J (A)." Harvard Business School Case 508-074, April 2008. (Revised March 2014.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Russian Standard." Harvard Business School Case 508-053, November 2007. (Revised April 2008.) View Details
  • Deshpande, Rohit, and Richard Cardozo. "Tiger-Tread." Harvard Business School Case 507-077, May 2007. (Revised April 2008.) View Details
  • Deshpande, Rohit. "Patents & Patients, CIPLA - Video." Harvard Business School Video Supplement 507-705, February 2007. View Details
  • Deshpande, Rohit, and Aldo Sesia Jr. "Cipla (TN)." Harvard Business School Teaching Note 307-021, February 2007. (Revised January 2013.) View Details
  • Deshpande, Rohit, and Aldo Sesia. "Parable of the Sadhu" and "Letter from Birmingham Jail" (TN). Harvard Business School Teaching Note 307-029, December 2006. View Details
  • Deshpande, Rohit, and Seth Schulman. "Hewlett-Packard (A)." Harvard Business School Case 505-065, February 2005. (Revised November 2006.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Hewlett-Packard (B)." Harvard Business School Supplement 507-036, October 2006. View Details
  • Deshpande, Rohit, and Laura Winig. "Cipla." Harvard Business School Case 503-085, June 2003. (Revised May 2006.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Modi-Revlon." Harvard Business School Case 503-104, June 2003. (Revised March 2006.) View Details
  • Deshpande, Rohit, and Hal Hogan. "Kikkoman Corporation: Consumer Focused Innovation." Harvard Business School Case 504-067, January 2004. (Revised August 2005.) View Details
  • Deshpande, Rohit, and Carin-Isabel Knoop. "Branding Citigroup's Consumer Business." Harvard Business School Case 504-023, July 2003. (Revised April 2005.) View Details
  • Deshpandé, Rohit. "Creating Customer-Centric Cultures: Lessons from High-Performance Organizations." Boston: Harvard Business School Publishing Class Lecture, 2005. Electronic. (Faculty Lecture: HBSP Product Number 107XC.) View Details
  • Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Sony PlayStation2 (A)." Harvard Business School Case 502-016, August 2001. (Revised September 2002.) View Details
  • Deshpande, Rohit, Carin-Isabel Knoop, Suma Raju, and David Kiron. "Worldzap." Harvard Business School Case 502-007, August 2001. (Revised May 2002.) View Details
  • Deshpande, Rohit. "Creating Value." Harvard Business School Background Note 501-039, October 2000. View Details

Books
Books

  • Quelch, John A. and Rohit Deshpandé, eds. The Global Market: Developing a Strategy to Manage Across Borders. San Francisco, CA: Jossey-Bass, 2004. View Details
  • Deshpandé, Rohit, ed. Using Market Knowledge. Thousand Oaks, CA: SAGE Publications, 2000. View Details
  • Deshpandé, Rohit, ed. Developing a Market Orientation. Thousand Oaks, CA: SAGE Publications, 1999. View Details

Journal Articles
Journal Articles

  • Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: An Empirical Test across 112 Countries." Marketing Letters (forthcoming). (Pre-published online March 16, 2023.) View Details
  • Deshpandé, Rohit, Imran S. Currim, and Ofer Mintz. "Benchmarking National Customer Orientation in New Markets." Report, Marketing Science Institute, October 2020. View Details
  • Deshpandé, Rohit, and Gustavo Herrero. "Divine Decadence or Business Turnaround? The Case of Venezuelan Chocolate." ReVista: Harvard Review of Latin America 20, no. 1 (Fall 2020). View Details
  • Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim. "Your Customers Have Changed. Here's How to Engage Them Again." Harvard Business School Working Knowledge (June 16, 2020). View Details
  • Mohan, Bhavya, Tobias Schlager, Rohit Deshpandé, and Michael I. Norton. "Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios." Special Issue on Marketplace Morality. Journal of Consumer Psychology 28, no. 2 (April 2018): 344–352. View Details
  • Deshpandé, Rohit, Amir Grinstein, Elie Ofek, and Sang-Hoon Kim. "Achievement Motivation, Strategic Orientations and Business Performance in Entrepreneurial Firms: How Different are Japanese and American Founders?" International Marketing Review 30, no. 3 (2013). View Details
  • Paharia, Neeru, Kathleen Vohs, and Rohit Deshpandé. "Sweatshop Labor Is Wrong Unless the Shoes Are Cute: Cognition Can Both Hurt and Help Motivated Moral Reasoning." Organizational Behavior and Human Decision Processes 121, no. 1 (May 2013): 81–88. View Details
  • Shultz, C., Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar, and A. Veeck. "Marketing and Public Policy: Transformative Research in Developing Markets." Journal of Public Policy & Marketing 31, no. 2 (Fall 2012). View Details
  • Deshpandé, Rohit, Amir Grinstein, and Elie Ofek. "Strategic Orientations in a Competitive Context: The Role of Strategic Orientation Differentiation." Marketing Letters 23, no. 3 (September 2012): 629–643. View Details
  • Deshpandé, Rohit, and Anjali Raina. "The Ordinary Heroes of the Taj." Harvard Business Review 89, no. 12 (December 2011). View Details
  • Paine, Lynn S., Rohit Deshpandé, and Joshua D. Margolis. "A Global Leader's Guide to Managing Business Conduct." Harvard Business Review 89, no. 9 (September 2011). (Online edition.) View Details
  • Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010). View Details
  • Chance, Zoe, and Rohit Deshpandé. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (September 2009). View Details
  • Deshpandé, Rohit. "The Country Effect: Leveraging the Origin of a Brand for the Global Markets." Harvard Business Review América Latina 85, no. 8 (August 2007): 2–6. View Details
  • Puccinelli, Nancy M., Rohit Deshpandé, and Alice M. Isen. "Should I Stay or Should I Go? Mood Congruity, Self-monitoring and Retail Context Preference." Journal of Business Research 60, no. 6 (June 2007): 640–648. View Details
  • Deshpandé, Rohit, and John U. Farley. "Interdisciplinary Research Within a Modified Competing Values Model of Organizational Performance: Results from Brazil." Journal of Global Marketing 20, nos. 2/3 (2007): 5–16. View Details
  • Paine, Lynn, Rohit Deshpandé, Joshua D. Margolis, and Kim Eric Bettcher. "Up to Code: Does Your Company's Conduct Meet World-Class Standards?" Harvard Business Review 83, no. 12 (December 2005): 122–133. View Details
  • Deshpandé, Rohit, and John U. Farley. "Thai Firms' Adaptations Following the Asian Economic Crisis: Market Orientation, Innovativeness and Organizational Culture Five Years After." Asian Journal of Marketing 11, no. 1 (2005). View Details
  • Farley, John U., and Rohit Deshpandé. "Charting the Evolution of Russian Firms from Soviet 'Producer Orientation' to Contemporary 'Market Orientation'." Journal of Global Marketing 19, no. 2 (2005): 7–26. View Details
  • Deshpandé, Rohit, and John U. Farley. "Organizational Culture, Innovativeness and Market Orientation in Hong Kong Five Years After Handover: What Has Changed?" Journal of Global Marketing 17, no. 4 (2004): 53–73. View Details
  • Deshpandé, Rohit, John U. Farley, and Douglas Bowman. "Tigers, Dragons, and Others: Profiling High Performance in Asian Firms." Journal of International Marketing 12, no. 3 (2004): 5–29. View Details
  • Deshpandé, Rohit, and John U. Farley. "Organizational Culture, Market Orientation, Innovativeness and Firm Performance: An International Research Odyssey." International Journal of Research in Marketing 21, no. 1 (March 2004): 3–22. View Details
  • Deshpandé, Rohit, and John U. Farley. "Market Orientation, Innovativeness and Organizational Culture: Thai Firms Adapt to the Asian Economic Crisis." Asian Journal of Marketing (January 2004): 5–19. View Details
  • Dimofte, Claudiu V., Mark R. Forehand, and Rohit Deshpandé. "Ad Schema Incongruity As Elicitor of Ethnic Self-Awareness and Differential Advertising Response." Journal of Advertising 32, no. 4 (winter 2003): 7–17. View Details
  • Forehand, Mark R., Rohit Deshpandé, and Americus Reed III. "Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response." Journal of Applied Psychology 87, no. 6 (December 2002): 1086–1099. View Details
  • Deshpandé, Rohit, and John U. Farley. "Looking at Your World Through Your Customer's Eyes: Cross-National Differences in Buyer-Seller Alliances." Journal of Relationship Marketing 1, nos. 3/4 (2002): 3–22. View Details
  • Deshpandé, Rohit, and John U. Farley. "High Performance Firms in a Complex New China: A Tale of Six Cities." Journal of Global Marketing 16, nos. 1/2 (2002): 207–229. View Details
  • Forehand, Mark, and Rohit Deshpandé. "What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness." Journal of Marketing Research (JMR) 38, no. 3 (August 2001). View Details
  • Grier, Sonya, and Rohit Deshpandé. "Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion." Journal of Marketing Research (JMR) 38, no. 2 (May 2001): 216–224. View Details
  • Deshpandé, Rohit, and John U. Farley. "Market-Focused Organizational Transformation in China." Global Markeing in Greater China Journal of Global Marketing 14, nos. 1-2 (December 2000): 7–35. View Details
  • Deshpandé, Rohit, John U. Farley, and Frederick E. Webster Jr. "Triad Lessons: Generalizing Results on High Performance Firms in Five Business-to-Business Markets." International Journal of Research in Marketing 17, no. 4 (December 2000): 353–362. View Details
  • Steinman, C., R. Deshpande, and J. U. Farley. "Beyond Market Orientation: When Customers and Suppliers Disagree." Journal of the Academy of Marketing Science 28 (winter 2000): 109–119. View Details
  • Deshpande, R., and J. U. Farley. "Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms." Journal of International Marketing 7, no. 4 (1999): 111–127. View Details
  • Deshpandé, Rohit, and J. U. Farley. "Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi." Asian Journal of Marketing 7, no. 1 (1999): 4–18. View Details
  • Deshpande, R. "Foreseeing Marketing." Journal of Marketing 63, no. 4 Special (October 1999): 164–167. View Details
  • Deshpande, R., and J. U. Farley. "Measuring Market Orientation: A Generalization and Synthesis." Journal of Market-Focused Management 2, no. 3 (September 1998): 213–232. View Details
  • Deshpande, R., and J. U. Farley. "The Market Orientation Construct: Correlations, Culture, and Comprehensiveness." Journal of Market-Focused Management 2, no. 3 (September 1998): 237–239. View Details
  • Deshpande, R., and H. Gatignon. "Competitive Analysis." Marketing Letters 5 (July 1994): 271–288. View Details
  • Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness." Journal of Marketing Research (JMR) 31 (February 1994): 57–64. View Details
  • Wansink, B., and R. Deshpande. "Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency." Marketing Letters 5 (January 1994): 91–100. View Details
  • Deshpandé, Rohit, J. U. Farley, and F E Webster Jr. "Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis." Journal of Marketing 57, no. 1 (January 1993): 23–37. View Details
  • Moorman, C., R. Deshpande, and G. Zaltman. "Factors Affecting Trust in Market Research Relationships." Journal of Marketing 57, no. 1 (January 1993): 81–101. View Details
  • Moorman, C., G. Zaltman, and Rohit Deshpandé. "Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations." Journal of Marketing Research (JMR) 29, no. 3 (August 1992): 314–28. View Details
  • Deshpandé, Rohit, and D. M. Stayman. "Situational Ethnicity and Consumer Behavior." Journal of Consumer Research 16, no. 3 (December 1989): 361–371. View Details
  • Deshpandé, Rohit, and Ajay K. Kohli. "Knowledge Disavowal: Structural Determinants of Information Processing Breakdown in Organizations." Knowledge 11, no. 2 (December 1989): 155–169. View Details
  • Deshpandé, Rohit, and Frederick E. Webster Jr. "Organization Culture and Marketing: Defining the Research Agenda." Journal of Marketing 53, no. 1 (January 1989): 3–15. View Details
  • Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms." Journal of Marketing Research (JMR) 24, no. 1 (February 1987): 114–118. View Details
  • Deshpandé, Rohit, Wayne D. Hoyer, and Naveen Donthu. "The Intensity of Ethnic Affiliation: A Study in the Sociology of Hispanic Consumption." Journal of Consumer Research 13, no. 2 (September 1986): 214–220. View Details
  • Deshpandé, Rohit. "Truth Tests and Utility Tests: Private Sector Decision Makers' Frames of Reference for Social Science Research." Social Science Quarterly 67, no. 1 (March 1986): 39–52. View Details
  • Deshpandé, Rohit, and A. Parasuraman. "Linking Corporate Culture to Strategic Planning." Business Horizons 29, no. 3 (May–June 1986): 28–37. View Details
  • Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use." Journal of Marketing Research (JMR) 21, no. 1 (February 1984): 32–38. View Details
  • Deshpandé, Rohit. "'Paradigms Lost': On Theory and Method in Research in Marketing." Journal of Marketing 47, no. 4 (Fall 1983): 101–110. View Details
  • Deshpandé, Rohit, and G. Zaltman. "Patterns of Research Use in Private and Public Sectors." Knowledge 4, no. 4 (June 1983): 561–575. View Details
  • Deshpandé, Rohit. "The Organizational Context of Market Research Use." Journal of Marketing 46, no. 4 (Fall 1982): 98–108. View Details
  • Deshpandé, Rohit, and Gerald Zaltman. "Factors Affecting the Consumption of Market Research: A Path Analysis." Journal of Marketing Research (JMR) 19, no. 1 (February 1982): 14–31. View Details
  • Deshpandé, Rohit. "Action and Enlightenment Functions of Research: Comparing Private and Public Sector Perspectives." Knowledge 2, no. 3 (March 1981): 317–330. View Details
  • Deshpandé, Rohit, and G. Zaltman. "Enhancing Research Utilization: Effective Guidelines for Managers and Researchers." Marknadsvetand [Marketing Knowledge] 8, no. 2 (1978): 39–46. View Details

Book Chapters
Book Chapters

  • Deshpandé, Rohit, and Zoe Chance. "Fighting AIDS, Fighting Poverty: Customer Centric Marketing in the Generic Antiretroviral Business." In Business Solutions for the Global Poor: Creating Social and Economic Value, edited by V. Kasturi Rangan, John A. Quelch, Gustavo Herrero, and Brooke Barton. John Wiley & Sons, 2007. View Details
  • Deshpande, R., and J. U. Farley. "Reliability in Measuring Market Orientation and Financial Performance in Transition Economies." In Marketing Issues in Transnational Economies, edited by R. Batra, 127–138. Boston: Kluwer Academic Publishers, 1999. View Details

Other Publications and Materials
Other Publications and Materials

  • Deshpandé, Rohit, Imran S. Currim, and Ofer Mintz. "Benchmarking National Customer Orientation in New Markets." Report, Marketing Science Institute, October 2020. View Details
All Publications

Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program, the Program for Leadership Development, the Owner/President Management Program and in other executive education offerings. He is currently co-teaching a MBA field/project-based course "Arts and Cultural Entrepreneurship." 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 and has previously been coordinator for Marketing faculty recruiting, coordinator for Marketing doctoral program admissions, and faculty chair of the Strategic Marketing Management  executive program at Harvard Business School. In addition to teaching marketing, he was a part of the design and delivery team that created the Leadership and Corporate Accountability (LCA) MBA required course at HBS focusing on ethics and corporate governance and was faculty chair of the LCA in India executive program. In 2008-2009 Deshpande was recognized as the Henry B. Arthur Fellow for Business Ethics and in 2015 received the Robert F. Greenhill award for outstanding contributions to the HBS community. Most recently his case studies on "Terror at the Taj" and "Street Symphony" have won Silver Telly Awards and his co-authored paper "Consumers avoid buying from firms with higher CEO-to-worker pay ratios" won the 2021 Journal of Consumer Psychology Park Best Paper Award.

Deshpandé introduced the concept of “customer-centricity” at an American Marketing Association meeting talk in 1998 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 discipline. His recent work on this topic is published in the “Core Readings in Marketing Series: Customer Centricity.” He is now extending Customer-Centricity into Audience Engagement in arts and culture organizations with case studies on the marketing of jazz (“Wynton Marsalis & Jazz at Lincoln Center”), theater (“American Repertory Theater”), media/entertainment (“Tyra Banks: Personal Branding”), art ("The Louvre"), and classical music ("The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship", "Yo-Yo Ma and Silk Road" and "Street Symphony", winner two Silver Telly Awards).

He has served on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, the Journal of International Marketing, the International Journal of Research in Marketing, the Journal of Business Research, and the Asian Journal of Marketing. He is on the Executive Directors Council of the Marketing Science Institute and has served on the Board of Directors of the American Marketing Association.

Deshpandé has also been a principal in a marketing research consulting firm and an electronics manufacturing company. He is an elected member of Beta Alpha Phi and Omicron Delta Kappa and has been listed in Who's Who in America. He has consulted with and taught executive seminars in a variety of organizations in the U.S., Europe, and Asia and has received several recognitions for both executive and MBA teaching. At Harvard, he serves on the Harvard University Committee on the Arts, the Harvard Initiative for Learning and Teaching, the Harvard Murthy Classical Library of India Committee, and is on the advisory boards of the American Repertory Theater and the David Rockefeller Center for Latin American Studies. He is also on the Board of Directors of Silk Road, founded by Yo-Yo Ma. 

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 at Austin, 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 University. 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.

Featured Work
Core Readings in Marketing Series
  • Customer Centricity
  • Brands and Brand Equity
  • Global Marketing
The Ordinary Heroes of the Taj Hotel
On the 26th of November 2008, a group of terrorists struck a dozen targets in Mumbai, India including the iconic, 103-year old Taj Palace Hotel. The siege at the hotel  lasted two days and three nights and was covered extensively by international media. But there is an amazing, inspirational back story about the heroic actions of the Taj staff couched in the culture of the Taj Hotels company. What can the staff, who saved lives while endangering their own, teach American companies about ethical behavior?

Provenance Paradox and Country of Origin Branding
Since a product's country of origin of the product establishes its authenticity, companies from emerging markets are unable to price products comparably to similar firms from developed markets. This problem of establishing authenticity, called the "provenance paradox," represents the biggest marketing challenge for emerging markets in the next decade, as companies in emerging markets try to compete in product categories for which their countries are not known.
A Global Leader's Guide to Managing Business Conduct

Managers working outside their home environments often find that their companies’ norms are inconsistent with practices followed by other businesses in the area. In response, many follow the time-honored advice given in the fourth century by the bishop of Milan to Augustine of Hippo: When in Rome, do as the Romans do.

National Customer Orientation: An Empirical Test across 112 Countries
Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time.  Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer orientation, and develop theoretical propositions on how a country’s wealth and average customer price sensitivity afect national customer orientation during and after global economic shocks without providing an empirical test. This paper tests drivers of national customer orientation by employing World Economic Forum and World Bank annual panel data from 112 countries between 2007 and 2017. The results show that customer orientation is a greater luxury of richer nations and price sensitivity is a partial mediator of that relationship; however, both relationships only transpire in non-recessionary times. The empirical test furthers scholarly research on national customer orientation and provides managers with country-level customer orientation benchmarks across countries and time.
Cases and Teaching Materials
  • Deshpandé, Rohit, and Daniela Beyersdorfer. "The Swatch Group (B): Omega X Swatch." Harvard Business School Supplement 523-077, February 2023. View Details
  • Deshpandé, Rohit. "Arts and Cultural Entrepreneurship." Harvard Business School Course Overview Note 523-035, August 2022. View Details
  • Deshpandé, Rohit, and James Barnett. "Serum Institute of India (SII): Racing to Save Lives During a Pandemic." Harvard Business School Teaching Note 521-098, June 2021. View Details
  • Deshpandé, Rohit, Aiyesha Dey, and George Serafeim. "BlackRock: Linking Purpose to Profit." Harvard Business School Teaching Note 121-089, May 2021. View Details
  • McGee, Henry, Rohit Deshpandé, and Sarah Gulick. "Jeffrey Deitch: Art Entrepreneur." Harvard Business School Case 320-042, March 2020. (Revised October 2020.) View Details
  • Deshpandé, Rohit, and Henry McGee. "Christo and Jeanne-Claude: The Art of the Entrepreneur (B)." Harvard Business School Multimedia/Video Supplement 521-711, September 2021. View Details
  • Deshpandé, Rohit, and Henry McGee. "Christo and Jeanne-Claude: The Art of the Entrepreneur." Harvard Business School Multimedia/Video Supplement 521-710, September 2021. View Details
  • Deshpandé, Rohit, Anjali Raina, and Rachna Chawla. "Serum Institute of India (SII): Racing to Save Lives During a Pandemic." Harvard Business School Case 521-028, January 2021. (Revised March 2021.) View Details
  • Deshpandé, Rohit. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship (B) Case Supplement." Harvard Business School Multimedia/Video Supplement 520-721, December 2020. View Details
  • Deshpandé, Rohit. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship Case Supplement." Harvard Business School Multimedia/Video Supplement 520-720, December 2020. View Details
  • Deshpandé, Rohit, and Nicole Tempest Keller. "San Francisco Ballet: On 'Pointe' for the Future." Harvard Business School Teaching Note 520-115, May 2020. (Revised October 2020.) View Details
  • Deshpandé, Rohit, Aiyesha Dey, and George Serafeim. "BlackRock: Linking Purpose to Profit." Harvard Business School Case 120-042, January 2020. (Revised July 2020.) View Details
  • Deshpandé, Rohit, and John Masko. "Street Symphony: Making Human Connections through Music." Harvard Business School Teaching Note 520-042, May 2020. View Details
  • Deshpandé, Rohit. "Street Symphony: Making Human Connections Through Music." Harvard Business School Multimedia/Video Case 520-701, October 2019. View Details
  • Deshpandé, Rohit, and Nicole Tempest Keller. "San Francisco Ballet: On 'Pointe' for the Future." Harvard Business School Case 520-054, February 2020. (Revised August 2020.) View Details
  • Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.) View Details
  • Deshpandé, Rohit, and Nathaniel Schwalb. "The Dubai International Film Festival." Harvard Business School Teaching Note 519-084, May 2019. View Details
  • Deshpandé, Rohit, and Nathaniel Schwalb. "The Louvre." Harvard Business School Teaching Note 519-083, May 2019. View Details
  • Deshpandé, Rohit, Francois-Lucien Vulliermet, and Daniela Beyersdorfer. "The Louvre." Harvard Business School Case 519-045, January 2019. (Revised January 2021.) View Details
  • Deshpandé, Rohit, Paul A. Gompers, and Scott Duke Kominers. "Yo-Yo Ma and Silkroad." Harvard Business School Case 818-110, March 2018. (Revised October 2019.) View Details
  • Deshpandé, Rohit, and Alpana Thapar. "The Dubai International Film Festival." Harvard Business School Case 517-110, May 2017. (Revised November 2019.) View Details
  • Deshpandé, Rohit, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán, and Fernanda Miguel. "Tequila Patrón." Harvard Business School Case 517-108, March 2017. (Revised February 2018.) View Details
  • Deshpande, Rohit, and Saloni Chaturvedi. "Fair & Lovely vs. Dark is Beautiful." Harvard Business School Teaching Note 517-104, February 2017. View Details
  • Teixeira, Thales, Rohit Deshpandé, Ruth Costas, and Priscilla Zogbi. "Expanding Ecommerce at Technos." Harvard Business School Case 517-078, January 2017. View Details
  • Deshpande, Rohit, Julia Kelley, and Annelena Lobb. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship." Harvard Business School Teaching Note 517-061, January 2017. View Details
  • Deshpandé, Rohit, Esel Cekin, and Akiko Kanno. "Godiva Japan: Think Local, Scale Global." Harvard Business School Case 517-056, January 2017. (Revised February 2018.) View Details
  • Deshpande, Rohit, and Annelena Lobb. "The Los Angeles Philharmonic Orchestra: Cultural Entrepreneurship." Harvard Business School Case 517-006, October 2016. (Revised July 2017.) View Details
  • Deshpande, Rohit, and Dawn H. Lau. "Singapore Airlines: Premium Goes Multi-Brand." Harvard Business School Case 517-017, August 2016. (Revised July 2017.) View Details
  • Deshpandé, Rohit, Tarun Khanna, Namrata Arora, and Tanya Bijlani. "India's Amul: Keeping Up with the Times." Harvard Business School Case 516-116, May 2016. (Revised June 2017.) View Details
  • Deshpande, Rohit, and Saloni Chaturvedi. "Fair & Lovely vs. Dark is Beautiful." Harvard Business School Case 516-079, March 2016. (Revised August 2022.) View Details
  • Deshpandé, Rohit. "Wynton Marsalis & Jazz at Lincoln Center." Harvard Business School Multimedia/Video Case 515-701, November 2015. View Details
  • Deshpandé, Rohit. "Wynton Marsalis & Jazz at Lincoln Center." Harvard Business School Teaching Note 516-021, November 2015. View Details
  • Deshpandé, Rohit. "Taj Hotels, Resorts and Palaces." Harvard Business School Teaching Plan 516-036, September 2015. View Details
  • Deshpandé, Rohit. "Building Brand Infosys." Harvard Business School Teaching Plan 516-018, September 2015. View Details
  • Deshpandé, Rohit. "Marketing Reading: Global Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8182, 2014. View Details
  • Deshpandé, Rohit, and Anat Keinan. "Marketing Reading: Brands and Brand Equity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8140, 2014. View Details
  • Deshpandé, Rohit. "Marketing Reading: Customer Centricity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8171, 2014. View Details
  • Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business School Teaching Note 514-113, May 2014. (Revised August 2020.) View Details
  • Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business School Case 514-096, January 2014. (Revised August 2020.) View Details
  • Deshpandé, Rohit, Kerry Herman, and Annelena Lobb. "Tyra Banks: Personal Branding (TP)." Harvard Business School Teaching Plan 513-096, August 2013. View Details
  • Deshpandé, Rohit. "Tyra Banks: Personal Branding." Harvard Business School Multimedia/Video Case 513-703, August 2013. View Details
  • Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.) View Details
  • Deshpandé, Rohit, Allen S. Grossman, and Annelena Lobb. "The American Repertory Theater (TP)." Harvard Business School Teaching Plan 512-101, June 2012. View Details
  • Deshpande, Rohit, Kerry Herman, and Annelena Lobb. "Branding Yoga." Harvard Business School Case 512-025, December 2011. (Revised February 2013.) View Details
  • Deshpandé, Rohit. "Branding Yoga (TP)." Harvard Business School Teaching Plan 512-079, March 2012. (Revised April 2012.) View Details
  • Deshpande, Rohit, Annelena Lobb, and Kerry Herman. "Chocolates El Rey (TP)." Harvard Business School Teaching Plan 512-083, April 2012. View Details
  • Deshpande, Rohit, Sandra J. Sucher, and Laura Winig. "Cipla 2011." Harvard Business School Case 511-050, April 2011. (Revised April 2015.) View Details
  • Deshpandé, Rohit, Karol Misztal, and Daniela Beyersdorfer. "The Swatch Group." Harvard Business School Case 512-052, January 2012. (Revised August 2020.) View Details
  • Deshpandé, Rohit, and Nancy Hua Dai. "Hengdeli: The Art of Coexistence." Harvard Business School Case 512-058, January 2012. (Revised January 2014.) View Details
  • Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." Harvard Business School Case 512-026, October 2011. (Revised May 2015.) View Details
  • Deshpande, Rohit, and Hal Hogan. "Singapore Airlines: Customer Service Innovation." Harvard Business School Case 504-025, July 2003. (Revised April 2011.) View Details
  • Deshpande, Rohit, and Mona Sinha. "Taj Hotels, Resorts and Palaces." Harvard Business School Case 511-039, September 2010. (Revised April 2015.) View Details
  • Deshpande, Rohit, Gustavo Herrero, and Kirsten O'Neil Massaro. "Corona Beer." Harvard Business School Case 502-023, November 2001. (Revised March 2011.) View Details
  • Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Teaching Note 511-118, March 2011. (Revised March 2021.) View Details
  • Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Multimedia/Video Case 511-703, March 2011. View Details
  • Deshpande, Rohit, and Keith Chi-ho Wong. "Rebranding Gallagher." Harvard Business School Case 511-098, January 2011. (Revised January 2014.) View Details
  • Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, August 2008. (Revised June 2010.) View Details
  • Deshpande, Rohit, and Lauren Barley. "Flying J (B)." Harvard Business School Supplement 510-120, May 2010. (Revised January 2014.) View Details
  • Deshpandé, Rohit, Gustavo Herrero, and Regina Garcia-Cuellar. "Chocolates El Rey." Harvard Business School Case 508-052, January 2008. (Revised February 2010.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Tata Consultancy Services." Harvard Business School Case 505-058, January 2005. (Revised November 2009.) View Details
  • Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case 508-010, February 2008. (Revised April 2009.) View Details
  • Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011, March 2008. (Revised April 2009.) View Details
  • Deshpande, Rohit, and Ricardo Reisen de Pinho. "AIDS in Brazil." Harvard Business School Case 506-062, February 2006. (Revised February 2009.) View Details
  • Deshpande, Rohit, and Lauren Barley. "Flying J (A)." Harvard Business School Case 508-074, April 2008. (Revised March 2014.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Russian Standard." Harvard Business School Case 508-053, November 2007. (Revised April 2008.) View Details
  • Deshpande, Rohit, and Richard Cardozo. "Tiger-Tread." Harvard Business School Case 507-077, May 2007. (Revised April 2008.) View Details
  • Deshpande, Rohit. "Patents & Patients, CIPLA - Video." Harvard Business School Video Supplement 507-705, February 2007. View Details
  • Deshpande, Rohit, and Aldo Sesia Jr. "Cipla (TN)." Harvard Business School Teaching Note 307-021, February 2007. (Revised January 2013.) View Details
  • Deshpande, Rohit, and Aldo Sesia. "Parable of the Sadhu" and "Letter from Birmingham Jail" (TN). Harvard Business School Teaching Note 307-029, December 2006. View Details
  • Deshpande, Rohit, and Seth Schulman. "Hewlett-Packard (A)." Harvard Business School Case 505-065, February 2005. (Revised November 2006.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Hewlett-Packard (B)." Harvard Business School Supplement 507-036, October 2006. View Details
  • Deshpande, Rohit, and Laura Winig. "Cipla." Harvard Business School Case 503-085, June 2003. (Revised May 2006.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Modi-Revlon." Harvard Business School Case 503-104, June 2003. (Revised March 2006.) View Details
  • Deshpande, Rohit, and Hal Hogan. "Kikkoman Corporation: Consumer Focused Innovation." Harvard Business School Case 504-067, January 2004. (Revised August 2005.) View Details
  • Deshpande, Rohit, and Carin-Isabel Knoop. "Branding Citigroup's Consumer Business." Harvard Business School Case 504-023, July 2003. (Revised April 2005.) View Details
  • Deshpandé, Rohit. "Creating Customer-Centric Cultures: Lessons from High-Performance Organizations." Boston: Harvard Business School Publishing Class Lecture, 2005. Electronic. (Faculty Lecture: HBSP Product Number 107XC.) View Details
  • Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.) View Details
  • Deshpande, Rohit, and Seth Schulman. "Sony PlayStation2 (A)." Harvard Business School Case 502-016, August 2001. (Revised September 2002.) View Details
  • Deshpande, Rohit, Carin-Isabel Knoop, Suma Raju, and David Kiron. "Worldzap." Harvard Business School Case 502-007, August 2001. (Revised May 2002.) View Details
  • Deshpande, Rohit. "Creating Value." Harvard Business School Background Note 501-039, October 2000. View Details
Books
  • Quelch, John A. and Rohit Deshpandé, eds. The Global Market: Developing a Strategy to Manage Across Borders. San Francisco, CA: Jossey-Bass, 2004. View Details
  • Deshpandé, Rohit, ed. Using Market Knowledge. Thousand Oaks, CA: SAGE Publications, 2000. View Details
  • Deshpandé, Rohit, ed. Developing a Market Orientation. Thousand Oaks, CA: SAGE Publications, 1999. View Details
Journal Articles
  • Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: An Empirical Test across 112 Countries." Marketing Letters (forthcoming). (Pre-published online March 16, 2023.) View Details
  • Deshpandé, Rohit, Imran S. Currim, and Ofer Mintz. "Benchmarking National Customer Orientation in New Markets." Report, Marketing Science Institute, October 2020. View Details
  • Deshpandé, Rohit, and Gustavo Herrero. "Divine Decadence or Business Turnaround? The Case of Venezuelan Chocolate." ReVista: Harvard Review of Latin America 20, no. 1 (Fall 2020). View Details
  • Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim. "Your Customers Have Changed. Here's How to Engage Them Again." Harvard Business School Working Knowledge (June 16, 2020). View Details
  • Mohan, Bhavya, Tobias Schlager, Rohit Deshpandé, and Michael I. Norton. "Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios." Special Issue on Marketplace Morality. Journal of Consumer Psychology 28, no. 2 (April 2018): 344–352. View Details
  • Deshpandé, Rohit, Amir Grinstein, Elie Ofek, and Sang-Hoon Kim. "Achievement Motivation, Strategic Orientations and Business Performance in Entrepreneurial Firms: How Different are Japanese and American Founders?" International Marketing Review 30, no. 3 (2013). View Details
  • Paharia, Neeru, Kathleen Vohs, and Rohit Deshpandé. "Sweatshop Labor Is Wrong Unless the Shoes Are Cute: Cognition Can Both Hurt and Help Motivated Moral Reasoning." Organizational Behavior and Human Decision Processes 121, no. 1 (May 2013): 81–88. View Details
  • Shultz, C., Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar, and A. Veeck. "Marketing and Public Policy: Transformative Research in Developing Markets." Journal of Public Policy & Marketing 31, no. 2 (Fall 2012). View Details
  • Deshpandé, Rohit, Amir Grinstein, and Elie Ofek. "Strategic Orientations in a Competitive Context: The Role of Strategic Orientation Differentiation." Marketing Letters 23, no. 3 (September 2012): 629–643. View Details
  • Deshpandé, Rohit, and Anjali Raina. "The Ordinary Heroes of the Taj." Harvard Business Review 89, no. 12 (December 2011). View Details
  • Paine, Lynn S., Rohit Deshpandé, and Joshua D. Margolis. "A Global Leader's Guide to Managing Business Conduct." Harvard Business Review 89, no. 9 (September 2011). (Online edition.) View Details
  • Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010). View Details
  • Chance, Zoe, and Rohit Deshpandé. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (September 2009). View Details
  • Deshpandé, Rohit. "The Country Effect: Leveraging the Origin of a Brand for the Global Markets." Harvard Business Review América Latina 85, no. 8 (August 2007): 2–6. View Details
  • Puccinelli, Nancy M., Rohit Deshpandé, and Alice M. Isen. "Should I Stay or Should I Go? Mood Congruity, Self-monitoring and Retail Context Preference." Journal of Business Research 60, no. 6 (June 2007): 640–648. View Details
  • Deshpandé, Rohit, and John U. Farley. "Interdisciplinary Research Within a Modified Competing Values Model of Organizational Performance: Results from Brazil." Journal of Global Marketing 20, nos. 2/3 (2007): 5–16. View Details
  • Paine, Lynn, Rohit Deshpandé, Joshua D. Margolis, and Kim Eric Bettcher. "Up to Code: Does Your Company's Conduct Meet World-Class Standards?" Harvard Business Review 83, no. 12 (December 2005): 122–133. View Details
  • Deshpandé, Rohit, and John U. Farley. "Thai Firms' Adaptations Following the Asian Economic Crisis: Market Orientation, Innovativeness and Organizational Culture Five Years After." Asian Journal of Marketing 11, no. 1 (2005). View Details
  • Farley, John U., and Rohit Deshpandé. "Charting the Evolution of Russian Firms from Soviet 'Producer Orientation' to Contemporary 'Market Orientation'." Journal of Global Marketing 19, no. 2 (2005): 7–26. View Details
  • Deshpandé, Rohit, and John U. Farley. "Organizational Culture, Innovativeness and Market Orientation in Hong Kong Five Years After Handover: What Has Changed?" Journal of Global Marketing 17, no. 4 (2004): 53–73. View Details
  • Deshpandé, Rohit, John U. Farley, and Douglas Bowman. "Tigers, Dragons, and Others: Profiling High Performance in Asian Firms." Journal of International Marketing 12, no. 3 (2004): 5–29. View Details
  • Deshpandé, Rohit, and John U. Farley. "Organizational Culture, Market Orientation, Innovativeness and Firm Performance: An International Research Odyssey." International Journal of Research in Marketing 21, no. 1 (March 2004): 3–22. View Details
  • Deshpandé, Rohit, and John U. Farley. "Market Orientation, Innovativeness and Organizational Culture: Thai Firms Adapt to the Asian Economic Crisis." Asian Journal of Marketing (January 2004): 5–19. View Details
  • Dimofte, Claudiu V., Mark R. Forehand, and Rohit Deshpandé. "Ad Schema Incongruity As Elicitor of Ethnic Self-Awareness and Differential Advertising Response." Journal of Advertising 32, no. 4 (winter 2003): 7–17. View Details
  • Forehand, Mark R., Rohit Deshpandé, and Americus Reed III. "Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response." Journal of Applied Psychology 87, no. 6 (December 2002): 1086–1099. View Details
  • Deshpandé, Rohit, and John U. Farley. "Looking at Your World Through Your Customer's Eyes: Cross-National Differences in Buyer-Seller Alliances." Journal of Relationship Marketing 1, nos. 3/4 (2002): 3–22. View Details
  • Deshpandé, Rohit, and John U. Farley. "High Performance Firms in a Complex New China: A Tale of Six Cities." Journal of Global Marketing 16, nos. 1/2 (2002): 207–229. View Details
  • Forehand, Mark, and Rohit Deshpandé. "What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness." Journal of Marketing Research (JMR) 38, no. 3 (August 2001). View Details
  • Grier, Sonya, and Rohit Deshpandé. "Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion." Journal of Marketing Research (JMR) 38, no. 2 (May 2001): 216–224. View Details
  • Deshpandé, Rohit, and John U. Farley. "Market-Focused Organizational Transformation in China." Global Markeing in Greater China Journal of Global Marketing 14, nos. 1-2 (December 2000): 7–35. View Details
  • Deshpandé, Rohit, John U. Farley, and Frederick E. Webster Jr. "Triad Lessons: Generalizing Results on High Performance Firms in Five Business-to-Business Markets." International Journal of Research in Marketing 17, no. 4 (December 2000): 353–362. View Details
  • Steinman, C., R. Deshpande, and J. U. Farley. "Beyond Market Orientation: When Customers and Suppliers Disagree." Journal of the Academy of Marketing Science 28 (winter 2000): 109–119. View Details
  • Deshpande, R., and J. U. Farley. "Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms." Journal of International Marketing 7, no. 4 (1999): 111–127. View Details
  • Deshpandé, Rohit, and J. U. Farley. "Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi." Asian Journal of Marketing 7, no. 1 (1999): 4–18. View Details
  • Deshpande, R. "Foreseeing Marketing." Journal of Marketing 63, no. 4 Special (October 1999): 164–167. View Details
  • Deshpande, R., and J. U. Farley. "Measuring Market Orientation: A Generalization and Synthesis." Journal of Market-Focused Management 2, no. 3 (September 1998): 213–232. View Details
  • Deshpande, R., and J. U. Farley. "The Market Orientation Construct: Correlations, Culture, and Comprehensiveness." Journal of Market-Focused Management 2, no. 3 (September 1998): 237–239. View Details
  • Deshpande, R., and H. Gatignon. "Competitive Analysis." Marketing Letters 5 (July 1994): 271–288. View Details
  • Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness." Journal of Marketing Research (JMR) 31 (February 1994): 57–64. View Details
  • Wansink, B., and R. Deshpande. "Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency." Marketing Letters 5 (January 1994): 91–100. View Details
  • Deshpandé, Rohit, J. U. Farley, and F E Webster Jr. "Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis." Journal of Marketing 57, no. 1 (January 1993): 23–37. View Details
  • Moorman, C., R. Deshpande, and G. Zaltman. "Factors Affecting Trust in Market Research Relationships." Journal of Marketing 57, no. 1 (January 1993): 81–101. View Details
  • Moorman, C., G. Zaltman, and Rohit Deshpandé. "Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations." Journal of Marketing Research (JMR) 29, no. 3 (August 1992): 314–28. View Details
  • Deshpandé, Rohit, and D. M. Stayman. "Situational Ethnicity and Consumer Behavior." Journal of Consumer Research 16, no. 3 (December 1989): 361–371. View Details
  • Deshpandé, Rohit, and Ajay K. Kohli. "Knowledge Disavowal: Structural Determinants of Information Processing Breakdown in Organizations." Knowledge 11, no. 2 (December 1989): 155–169. View Details
  • Deshpandé, Rohit, and Frederick E. Webster Jr. "Organization Culture and Marketing: Defining the Research Agenda." Journal of Marketing 53, no. 1 (January 1989): 3–15. View Details
  • Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms." Journal of Marketing Research (JMR) 24, no. 1 (February 1987): 114–118. View Details
  • Deshpandé, Rohit, Wayne D. Hoyer, and Naveen Donthu. "The Intensity of Ethnic Affiliation: A Study in the Sociology of Hispanic Consumption." Journal of Consumer Research 13, no. 2 (September 1986): 214–220. View Details
  • Deshpandé, Rohit. "Truth Tests and Utility Tests: Private Sector Decision Makers' Frames of Reference for Social Science Research." Social Science Quarterly 67, no. 1 (March 1986): 39–52. View Details
  • Deshpandé, Rohit, and A. Parasuraman. "Linking Corporate Culture to Strategic Planning." Business Horizons 29, no. 3 (May–June 1986): 28–37. View Details
  • Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use." Journal of Marketing Research (JMR) 21, no. 1 (February 1984): 32–38. View Details
  • Deshpandé, Rohit. "'Paradigms Lost': On Theory and Method in Research in Marketing." Journal of Marketing 47, no. 4 (Fall 1983): 101–110. View Details
  • Deshpandé, Rohit, and G. Zaltman. "Patterns of Research Use in Private and Public Sectors." Knowledge 4, no. 4 (June 1983): 561–575. View Details
  • Deshpandé, Rohit. "The Organizational Context of Market Research Use." Journal of Marketing 46, no. 4 (Fall 1982): 98–108. View Details
  • Deshpandé, Rohit, and Gerald Zaltman. "Factors Affecting the Consumption of Market Research: A Path Analysis." Journal of Marketing Research (JMR) 19, no. 1 (February 1982): 14–31. View Details
  • Deshpandé, Rohit. "Action and Enlightenment Functions of Research: Comparing Private and Public Sector Perspectives." Knowledge 2, no. 3 (March 1981): 317–330. View Details
  • Deshpandé, Rohit, and G. Zaltman. "Enhancing Research Utilization: Effective Guidelines for Managers and Researchers." Marknadsvetand [Marketing Knowledge] 8, no. 2 (1978): 39–46. View Details
Book Chapters
  • Deshpandé, Rohit, and Zoe Chance. "Fighting AIDS, Fighting Poverty: Customer Centric Marketing in the Generic Antiretroviral Business." In Business Solutions for the Global Poor: Creating Social and Economic Value, edited by V. Kasturi Rangan, John A. Quelch, Gustavo Herrero, and Brooke Barton. John Wiley & Sons, 2007. View Details
  • Deshpande, R., and J. U. Farley. "Reliability in Measuring Market Orientation and Financial Performance in Transition Economies." In Marketing Issues in Transnational Economies, edited by R. Batra, 127–138. Boston: Kluwer Academic Publishers, 1999. View Details
Other Publications and Materials
  • Deshpandé, Rohit, Imran S. Currim, and Ofer Mintz. "Benchmarking National Customer Orientation in New Markets." Report, Marketing Science Institute, October 2020. View Details
Research Summary
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.

Cultural Entrepreneurship and the Business of the Arts
A more recent research program focuses on creating and managing ventures connected with the arts and culture. This research extends the concept of Customer-Centricity into the context of Audience Engagement. This primarily case-based work explores how successful arts/culture organizations deal with challenges of changing audience demographics and social media marketing. And how new arts/culture startups engage with new audiences.
Workplace Ethics and Global Business Standards
This research grows out of initial collaborative research with Joshua Margolis and Lynn Paine on the relationship between codes of conduct and corporate performance. This work was reported in Harvard Business Review articles in 2005 and 2011. More recent research focuses on specific topics in workplace ethics including consumer moral disengagement regarding workplace conditions, consumer reactions to employee pay inequalities, and the marketing of skin whitening cosmetics.
Additional Information
  • Full Biography
  • Working Knowledge Articles
  • Rohit Deshpande's Google Scholar profile
Affiliations
  • Program for Leadership Development
  • Owner/President Management Program
  • Global Colloquium for Participant-Centered Learning
  • Executive Directors Council of Marketing Science Institute
Areas of Interest
  • corporate culture
  • customer focus
  • ethics
  • Additional Topics
  • global
  • globalization
  • marketing
  • Industries
  • advertising
  • agribusiness
  • airline
  • banking
  • beauty products
  • beverage
  • financial services
  • home video games
  • marketing industry
  • pharmaceuticals
  • telecommunications
  • tourism
  • video games
  • Geographies
  • Asia
  • Australia
  • Australia and Oceania
  • Brazil
  • Chile
  • China
  • Colombia
  • Europe
  • France
  • Germany
  • India
  • Japan
  • Mexico
  • North America
  • Russian Federation
  • Singapore
  • South America
  • Thailand
  • United Kingdom
  • United States
  • Venezuela
  • Vietnam
In The News

In The News

    • 31 Aug 2022
    • Wall Street Journal

    Arthur Andersen’s Legacy, 20 Years After Its Demise, Is Complicated

    • 14 Jun 2022
    • Business Insider

    Gen Z Revived Life Is Good and the $150 Million Clothing Brand Makes a Case Study for Riding Out a Down Cycle

    • 28 Jun 2021
    • World Economic Forum

    Three Tactics to Overcome COVID-19 Vaccine Hesitancy

    • 04 May 2021
    • Harvard Business School

    Legacy, Leadership and Transformation at America's National Ballet Company

    • 19 Apr 2021
    • CNN Business

    Trump Wants You to Boycott Coke. His Properties Are Still Serving It

→More News for Rohit Deshpande

Rohit Deshpande In the News

31 Aug 2022
Wall Street Journal
Arthur Andersen’s Legacy, 20 Years After Its Demise, Is Complicated

14 Jun 2022
Business Insider
Gen Z Revived Life Is Good and the $150 Million Clothing Brand Makes a Case Study for Riding Out a Down Cycle

28 Jun 2021
World Economic Forum
Three Tactics to Overcome COVID-19 Vaccine Hesitancy

04 May 2021
Harvard Business School
Legacy, Leadership and Transformation at America's National Ballet Company

19 Apr 2021
CNN Business
Trump Wants You to Boycott Coke. His Properties Are Still Serving It

29 Jan 2021
HBS Working Knowledge
How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics

21 Jan 2021
The Time of India
Companies tap management gurus to tackle ‘unknowns’

01 Dec 2020
HBS Alumni Bulletin
Invest in the New Abnormal

22 Sep 2020
ReVista
Divine Decadence or Business Turnaround? The Case of Venezuelan Chocolate

11 Aug 2020
Forbes
Your Customers Have Changed. Here's How To Engage Them Again.

16 Jun 2020
HBS Working Knowledge
Your Customers Have Changed. Here's How to Engage Them Again.

22 Apr 2020
Vanity Fair
The Curious Case of the Coronavirus Commercial

22 Apr 2020
Vanity Fair
The Curious Case of the Coronavirus Commercial

21 Jun 2019
BBC
The Business of Yoga

15 Mar 2019
Harvard Gazette
‘I want to make it felt’

27 Jun 2018
Cold Call
L.A. Philharmonic Shows the American Symphony Orchestra Isn’t Dead Yet

24 May 2018
New York Times
‘Uncle Drew’: Branding Vehicle or Feature Film? Yes

16 May 2018
NPR
Spotify's 'Hateful Conduct' Policy Drags The Music Industry Into The #MeToo Moment

15 May 2018
Los Angeles Times
Where do prescription drugs come from? Good luck answering that question

14 May 2018
CNBC
American Airlines gives employees (and the public) a peek at its decision-making one podcast at a time

06 Mar 2018
CNBC
United Airlines is sending employees to compassion training

07 Dec 2017
NPR
MPR Cutting Ties With Longtime Business Partner Garrison Keillor

01 Dec 2017
HBS Alumni Bulletin
YOGA INC.

09 Oct 2017
Moneyish
How It Happened: A Moneyish guide to yoga and barre’s rise from niche workout to lifestyle phenomena

09 Jun 2017
Quartz
The marketing savvy in Mark Zuckerberg’s tour of Average America

09 May 2017
Wall Street Journal
If You Were Lorde’s Manager What Would You Do?

17 Mar 2017
Boston Herald
Corporate social media ripe for political hacking

15 Mar 2017
Harvard Business School
What's Your Favorite Case to Teach?

25 Jan 2017
HBS Working Knowledge
How Should Advertisers Respond to Consumer Demand for Whiter Skin?

23 Jan 2017
Harvard Business School
Does Jazz Music Need Star Power?

19 Jan 2017
Cold Call
Can Wynton Marsalis and Lincoln Center Save Jazz Music?

24 Oct 2016
Bloomberg
Meet the Billionaires of Thailand's Red Bull Fortune

25 Aug 2016
Quartz
These are the subtle tweaks used by travel websites to make you spend more

30 Jun 2016
Harvard Business School
What Are Faculty Reading This Summer?

03 May 2016
Bloomberg
Beyonce Goes From Lemonade to Watermelons With Juice Investment

15 Oct 2015
Washington Post
CEOs beware: Your astronomical salaries may soon cost you customers

06 Aug 2015
Atlantic
When Workers Know Exactly How Much More Money CEOs Make, Will Anything Change?

29 Jul 2015
HBS Working Knowledge
Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers

23 Jul 2015
Huffington Post
Money Cannot Be the God of Life: How CEO Pay Drives Inequality

10 Jul 2015
Harvard Business School
What Are You Reading This Summer?

07 Jul 2015
Fortune
Want more customers? Lower your CEO’s pay.

05 Jun 2015
Harvard Business Review
Is Your CEO’s High Salary Scaring Away Customers?

21 Feb 2015
Washington Post
The making of Hillary 5.0: Marketing wizards help re-imagine Clinton brand

10 Feb 2015
Mint
Firms need a formal code of conduct

02 Feb 2015
Economic Times
Rebranding Infosys

25 Jan 2015
New York Times
Catalogs, After Years of Decline, Are Revamped for Changing Times

10 Jul 2014
Forbes India
"Companies are Throwing Money at Social Media"

26 Nov 2013
Harvard Business School
Five Years Later: Looking Back at the Taj Heroes

20 Nov 2013
DNA India
Leadership Lessons

07 Aug 2013
Boston Globe
Generation Y a tough target for marketers

18 Apr 2013
ABC: World News
Everyday Heroes Inspire Stunned Nation

11 Apr 2013
Globe and Mail
Canada Goose CEO’s ‘aha’ moment: ‘I realized the brand was real’

29 Mar 2013
Inc.
New Life for Old Brands

06 Feb 2013
New York Times
With a Super Bowl Ad, Scientology Gets a Crowd

04 Jan 2013
Economic Times (Bombay)
B-school curriculum is now covering legal, ethical issues too

04 Jan 2013
Forbes
Branding Yoga: Good Business or Blasphemy?

04 Jan 2013
Economic Times (India)
B-school curriculum is now covering legal, ethical issues too: Prof Rohit Deshpande, Harvard Business School

19 Dec 2012
International Business Times
Who Cares About Apparel Factory Workers Burned To Death? Apparently, Not You

26 Nov 2012
TEDxNewEngland
The Ordinary Heroes of the Taj Hotel

10 Sep 2012
HBS Working Knowledge
HBS Cases: Branding Yoga

31 Jul 2012
Minneapolis Star Tribune
Reinvention isn’t easy, but sometimes it’s the only way forward

19 Jun 2012
Die Presse
Employer Branding: Bloß nicht am Headcount kürzen

14 May 2012
Week
Learning curve

27 Apr 2012
Singapore Girl's Charms Fade as Airline Battle Heats Up

12 Apr 2012
Financial Times
Sponsors lay down Olympic challenge to rivals

19 Mar 2012
Washington Post
Chaleo Yoovidhya, who made a fortune in Red Bull energy drink, dies in Thailand

26 Feb 2012
Economic Times (Bombay)
Can brand Mallya make Kingfisher Airlines fly?

22 Jan 2012
Wall Street Journal
Cocoa Seen Getting Hot Again

16 Jan 2012
All hands on deck: How can we make more heroes?

25 Nov 2011
The Hotel Workers Who Saved Lives During Mumbai Attacks

19 Nov 2011
Barron's
Cocoa's Woes Set to Dissolve

14 Nov 2011
HBS Working Knowledge
Creating a Global Business Code

16 Sep 2011
AIG Restores Name in TV Ad, Fulfilling CEO Call on Comeback

13 Jul 2011
New York Times
Toyota Pitches Its RAV4 to a New Demographic

21 Jun 2011
Pittsburgh Post-Gazette
PPG kicks off new rebranding campaign worth $2 million the first year

17 Jun 2011
Economic Times (Bombay)
How case studies from India are being taught at Harvard Business School

17 Jun 2011
Economic Times (Bombay)
Eureka Forbes, TCS, Zensar: How Indian companies have benefited by being a Harvard case study

22 Mar 2011
HBR Blogs
Patience in Japan

15 Mar 2011
Harvard Business School Faculty Comment on Crisis in Japan

27 Jan 2011
Economic Times (Bombay)
Response by Taj employees to 26/11 a case study at Harvard

12 Jan 2011
Heroes: Why Do Some Risk Their Lives for Others?

24 Dec 2010
Wall Street Journal
Selling Candy With a Conscience

15 Dec 2010
HBR Blogs
How to Build a Brand Like Corona

15 Dec 2010
Financial Times
Should sensitive events be used in ads?

26 Nov 2010
Wall Street Journal
Q&A: Harvard Study on Taj Employee Heroism

17 Nov 2010
DNA India
Harvard developing case study on leadership during Taj terror attack

23 Aug 2010
Cranberry Industry Hits A Sour Spot

23 Jun 2010
Financial Times
The perils of a tarnished brand

12 Oct 2009
CNN
Michelin Man, tire-tossing superhero

21 May 2009
Harvard Business School Hosts Annual Faculty Research Symposium

Other

Additional Information
Full Biography
Working Knowledge Articles
Rohit Deshpande's Google Scholar profile

Full Biography

Rohit Deshpandé is Sebastian S. Kresge Professor of Marketing at Harvard Business Schoolwhere he currently teaches in the 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 and has previously been coordinator for Marketing faculty recruiting, coordinator for Marketing doctoral program admissions, and faculty chair of the Strategic Marketing Management flagship executive program from the Marketing unit of Harvard Business School. 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.

He has served on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, the Journal of International Marketing,  the International Journal of Research in Marketing, the Journal of Business Research, and the Asian Journal of Marketing. He is on the Executive Directors Council of the Marketing Science Institute and recently served on the Board of Directors of the American Marketing Association.

Deshpandé has also been a principal in a marketing research consulting firm and an electronics manufacturing company. He is an elected member of Beta Alpha Phi and Omicron Delta Kappa and is listed in Who's Who in America. He has consulted with and taught executive seminars in a variety of organizations in the U.S., Europe, and Asia and has received several recognitions for both executive and MBA teaching.

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.

Affiliations

Program for Leadership Development
Owner/President Management Program
Global Colloquium for Participant-Centered Learning
 More
Executive Directors Council of Marketing Science Institute
 Less

Areas of Interest

corporate culture
customer focus
ethics
 More

Additional Topics

global
globalization
marketing

Industries

advertising
agribusiness
airline
banking
beauty products
beverage
financial services
home video games
marketing industry
pharmaceuticals
telecommunications
tourism
video games

Geographies

Asia
Australia
Australia and Oceania
Brazil
Chile
China
Colombia
Europe
France
Germany
India
Japan
Mexico
North America
Russian Federation
Singapore
South America
Thailand
United Kingdom
United States
Venezuela
Vietnam
 Less

In The News

    • 31 Aug 2022
    • Wall Street Journal

    Arthur Andersen’s Legacy, 20 Years After Its Demise, Is Complicated

    • 14 Jun 2022
    • Business Insider

    Gen Z Revived Life Is Good and the $150 Million Clothing Brand Makes a Case Study for Riding Out a Down Cycle

    • 28 Jun 2021
    • World Economic Forum

    Three Tactics to Overcome COVID-19 Vaccine Hesitancy

    • 04 May 2021
    • Harvard Business School

    Legacy, Leadership and Transformation at America's National Ballet Company

    • 19 Apr 2021
    • CNN Business

    Trump Wants You to Boycott Coke. His Properties Are Still Serving It

→More News for Rohit Deshpande

Rohit Deshpande In the News

31 Aug 2022
Wall Street Journal
Arthur Andersen’s Legacy, 20 Years After Its Demise, Is Complicated

14 Jun 2022
Business Insider
Gen Z Revived Life Is Good and the $150 Million Clothing Brand Makes a Case Study for Riding Out a Down Cycle

28 Jun 2021
World Economic Forum
Three Tactics to Overcome COVID-19 Vaccine Hesitancy

04 May 2021
Harvard Business School
Legacy, Leadership and Transformation at America's National Ballet Company

19 Apr 2021
CNN Business
Trump Wants You to Boycott Coke. His Properties Are Still Serving It

29 Jan 2021
HBS Working Knowledge
How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics

21 Jan 2021
The Time of India
Companies tap management gurus to tackle ‘unknowns’

01 Dec 2020
HBS Alumni Bulletin
Invest in the New Abnormal

22 Sep 2020
ReVista
Divine Decadence or Business Turnaround? The Case of Venezuelan Chocolate

11 Aug 2020
Forbes
Your Customers Have Changed. Here's How To Engage Them Again.

16 Jun 2020
HBS Working Knowledge
Your Customers Have Changed. Here's How to Engage Them Again.

22 Apr 2020
Vanity Fair
The Curious Case of the Coronavirus Commercial

22 Apr 2020
Vanity Fair
The Curious Case of the Coronavirus Commercial

21 Jun 2019
BBC
The Business of Yoga

15 Mar 2019
Harvard Gazette
‘I want to make it felt’

27 Jun 2018
Cold Call
L.A. Philharmonic Shows the American Symphony Orchestra Isn’t Dead Yet

24 May 2018
New York Times
‘Uncle Drew’: Branding Vehicle or Feature Film? Yes

16 May 2018
NPR
Spotify's 'Hateful Conduct' Policy Drags The Music Industry Into The #MeToo Moment

15 May 2018
Los Angeles Times
Where do prescription drugs come from? Good luck answering that question

14 May 2018
CNBC
American Airlines gives employees (and the public) a peek at its decision-making one podcast at a time

06 Mar 2018
CNBC
United Airlines is sending employees to compassion training

07 Dec 2017
NPR
MPR Cutting Ties With Longtime Business Partner Garrison Keillor

01 Dec 2017
HBS Alumni Bulletin
YOGA INC.

09 Oct 2017
Moneyish
How It Happened: A Moneyish guide to yoga and barre’s rise from niche workout to lifestyle phenomena

09 Jun 2017
Quartz
The marketing savvy in Mark Zuckerberg’s tour of Average America

09 May 2017
Wall Street Journal
If You Were Lorde’s Manager What Would You Do?

17 Mar 2017
Boston Herald
Corporate social media ripe for political hacking

15 Mar 2017
Harvard Business School
What's Your Favorite Case to Teach?

25 Jan 2017
HBS Working Knowledge
How Should Advertisers Respond to Consumer Demand for Whiter Skin?

23 Jan 2017
Harvard Business School
Does Jazz Music Need Star Power?

19 Jan 2017
Cold Call
Can Wynton Marsalis and Lincoln Center Save Jazz Music?

24 Oct 2016
Bloomberg
Meet the Billionaires of Thailand's Red Bull Fortune

25 Aug 2016
Quartz
These are the subtle tweaks used by travel websites to make you spend more

30 Jun 2016
Harvard Business School
What Are Faculty Reading This Summer?

03 May 2016
Bloomberg
Beyonce Goes From Lemonade to Watermelons With Juice Investment

15 Oct 2015
Washington Post
CEOs beware: Your astronomical salaries may soon cost you customers

06 Aug 2015
Atlantic
When Workers Know Exactly How Much More Money CEOs Make, Will Anything Change?

29 Jul 2015
HBS Working Knowledge
Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers

23 Jul 2015
Huffington Post
Money Cannot Be the God of Life: How CEO Pay Drives Inequality

10 Jul 2015
Harvard Business School
What Are You Reading This Summer?

07 Jul 2015
Fortune
Want more customers? Lower your CEO’s pay.

05 Jun 2015
Harvard Business Review
Is Your CEO’s High Salary Scaring Away Customers?

21 Feb 2015
Washington Post
The making of Hillary 5.0: Marketing wizards help re-imagine Clinton brand

10 Feb 2015
Mint
Firms need a formal code of conduct

02 Feb 2015
Economic Times
Rebranding Infosys

25 Jan 2015
New York Times
Catalogs, After Years of Decline, Are Revamped for Changing Times

10 Jul 2014
Forbes India
"Companies are Throwing Money at Social Media"

26 Nov 2013
Harvard Business School
Five Years Later: Looking Back at the Taj Heroes

20 Nov 2013
DNA India
Leadership Lessons

07 Aug 2013
Boston Globe
Generation Y a tough target for marketers

18 Apr 2013
ABC: World News
Everyday Heroes Inspire Stunned Nation

11 Apr 2013
Globe and Mail
Canada Goose CEO’s ‘aha’ moment: ‘I realized the brand was real’

29 Mar 2013
Inc.
New Life for Old Brands

06 Feb 2013
New York Times
With a Super Bowl Ad, Scientology Gets a Crowd

04 Jan 2013
Economic Times (Bombay)
B-school curriculum is now covering legal, ethical issues too

04 Jan 2013
Forbes
Branding Yoga: Good Business or Blasphemy?

04 Jan 2013
Economic Times (India)
B-school curriculum is now covering legal, ethical issues too: Prof Rohit Deshpande, Harvard Business School

19 Dec 2012
International Business Times
Who Cares About Apparel Factory Workers Burned To Death? Apparently, Not You

26 Nov 2012
TEDxNewEngland
The Ordinary Heroes of the Taj Hotel

10 Sep 2012
HBS Working Knowledge
HBS Cases: Branding Yoga

31 Jul 2012
Minneapolis Star Tribune
Reinvention isn’t easy, but sometimes it’s the only way forward

19 Jun 2012
Die Presse
Employer Branding: Bloß nicht am Headcount kürzen

14 May 2012
Week
Learning curve

27 Apr 2012
Singapore Girl's Charms Fade as Airline Battle Heats Up

12 Apr 2012
Financial Times
Sponsors lay down Olympic challenge to rivals

19 Mar 2012
Washington Post
Chaleo Yoovidhya, who made a fortune in Red Bull energy drink, dies in Thailand

26 Feb 2012
Economic Times (Bombay)
Can brand Mallya make Kingfisher Airlines fly?

22 Jan 2012
Wall Street Journal
Cocoa Seen Getting Hot Again

16 Jan 2012
All hands on deck: How can we make more heroes?

25 Nov 2011
The Hotel Workers Who Saved Lives During Mumbai Attacks

19 Nov 2011
Barron's
Cocoa's Woes Set to Dissolve

14 Nov 2011
HBS Working Knowledge
Creating a Global Business Code

16 Sep 2011
AIG Restores Name in TV Ad, Fulfilling CEO Call on Comeback

13 Jul 2011
New York Times
Toyota Pitches Its RAV4 to a New Demographic

21 Jun 2011
Pittsburgh Post-Gazette
PPG kicks off new rebranding campaign worth $2 million the first year

17 Jun 2011
Economic Times (Bombay)
How case studies from India are being taught at Harvard Business School

17 Jun 2011
Economic Times (Bombay)
Eureka Forbes, TCS, Zensar: How Indian companies have benefited by being a Harvard case study

22 Mar 2011
HBR Blogs
Patience in Japan

15 Mar 2011
Harvard Business School Faculty Comment on Crisis in Japan

27 Jan 2011
Economic Times (Bombay)
Response by Taj employees to 26/11 a case study at Harvard

12 Jan 2011
Heroes: Why Do Some Risk Their Lives for Others?

24 Dec 2010
Wall Street Journal
Selling Candy With a Conscience

15 Dec 2010
HBR Blogs
How to Build a Brand Like Corona

15 Dec 2010
Financial Times
Should sensitive events be used in ads?

26 Nov 2010
Wall Street Journal
Q&A: Harvard Study on Taj Employee Heroism

17 Nov 2010
DNA India
Harvard developing case study on leadership during Taj terror attack

23 Aug 2010
Cranberry Industry Hits A Sour Spot

23 Jun 2010
Financial Times
The perils of a tarnished brand

12 Oct 2009
CNN
Michelin Man, tire-tossing superhero

21 May 2009
Harvard Business School Hosts Annual Faculty Research Symposium

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