Rohit Deshpande
Biography
Rohit Deshpande is Sebastian S. Kresge Professor of Marketing at Harvard Business School.
He teaches in the Owner/President Management Program and in other executive education offerings.
He has also been coordinator for Marketing doctoral program admissions and faculty chair of the Strategic Marketing Management executive program at Harvard Business School.
He was cited in an American Marketing Association study as one of the most highly published full professors in the marketing field.
His research programs are focused on:
» Cross-cultural Marketing Strategy
» Global Business Standards
» Global Branding and the Provenance Paradox
Video
Brand building in emerging countries
Understanding cross-cultural differences is crucial for successful business relationships and business development.
How to deal successfully with Chinese market?
What is the best marketing strategy for doing business in China?
What are challenges of brand building in emerging markets?
YWEA met Professor Deshpande from Harvard Business School.
Cross-cultural Marketing Strategy
Approaching marketing as a cultural challenge is a hallmark of the most successful companies in the world.
What is the difference between marketing as strategy and marketing as culture?
Are we assisting the end of the “General Market” and the beginning of a multicultural marketing approach?
Does a cross-cultural marketing strategy exist?
YWEA met Professor Deshpande from Harvard Business School to discuss the results of his research.
Rohit Deshpande about YWEA
Listen and discover why YWEA contributes to the improvement of your business performance and business relations. YWEA by Rohit Deshpande.
Articles
Why You Aren’t Buying Venezuelan Chocolate
The article describes the “provenance paradox”, 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. The consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international business because consumers associate premium chocolate more with Belgium or Switzerland than with Venezuela.
The author presents advice on overcoming the paradox but warns it can be a lengthy process.
Up to Code: Does Your Company’s Conduct Meet World-Class Standards?
Codes of conduct have long been a feature of corporate life. But what should it say?
In search of some reference points for managers, the authors present their findings in the form of a “codex,” a reference source on code content.
The Global Business Standards Codex contains a set of overarching principles as well as a set of conduct standards for putting those principles into practice. This codex is meant to be used as a benchmark by those wishing to create their own world-class code. The provisions of the codex must be customized to a company’s specific business and situation.
A Global Leader’s Guide to Managing Business Conduct
The article describes the relationship between codes of conduct and corporate performance in global firms.
An extensive global survey by three Harvard Business School professors finds that employees agree on core standards of corporate behavior, but meeting those standards will require new approaches to managing business conduct. The compliance and ethics programs of most companies today fall short of addressing multinationals’ basic responsibilities, let alone such vexing issues as how to stay competitive in markets where rivals follow different rules.
Companies must bring to the management of business conduct the same performance tools and concepts that they use to manage quality, innovation and financial results.
Books
The Global Market: Developing a Strategy to Manage Across Borders
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the “unglobal consumer” who does not have a “one size fits all” need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets.
Using Market Knowledge
How can we use market knowledge effectively? What needs to be done to move from market knowledge to market insight? These and other questions of significance to marketers, researchers, and scholars alike are addressed in this timely volume. Drawing on a collection of outstanding papers from the prestigious Marketing Science Institute, Professor Rohit Desphande, has assembled, in a single source, the key research on market knowledge management and the best information available for new ideas on what’s next. The contributing authors are scholars from leading business schools including Harvard, MIT and Wharton.
Developing a Market Orientation
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Developing a Market Orientation
This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm’s customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
Topics discussed include the effect of market orientation on business profitability, market orientation in small firms, and the influence of market orientation on channel relationships. All chapters were originally published as Marketing Service Institute working papers.