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FACULTY & RESEARCH

Rohit DeshpandeSebastian S. Kresge Professor of Marketing

Unit: Marketing

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(617) 495-5449

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Rohit Deshpandé is Sebastian S. Kresge Professor of Marketing at Harvard Business School, where he currentlyteaches in the Program for Leadership Development, Owner/President Management Program and in otherexecutive education offerings. He has also taught global branding, international marketing, and first yearmarketing in the MBA program as well as a doctoral seminar in marketing management. He is the faculty chair ofthe Global Colloquium for Participant-Centered Learning, Leadership and Corporate Accountability China andIndia programs and coordinator for Marketing faculty recruiting. He has previously been coordinator for Marketingdoctoral program admissions, and faculty chair of the Strategic Marketing Management executive program. Inaddition to teaching marketing, he was a part of the design and delivery team that created the Leadership andCorporate 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 in1998. His primary research interest concerns the creation and implementation of customer centric corporateculture, 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 hasprofiled high performance, customer-centric companies in Asia, Europe, and the Americas. He has publishedseveral technical articles, cases, and monographs and was cited in an American Marketing Association study asone of the most highly published full professors in the marketing field. His most recent books include Developinga Market Orientation, Using Market Knowledge, and The Global Market: Managing the Challenges andOpportunities of Globalization.

Before coming to Harvard, Deshpandé was the E. B. Osborn Professor of Marketing at the Amos Tuck School ofBusiness Administration at Dartmouth College. He has also held appointments as Associate and AssistantProfessor of Marketing at the University of Texas, Visiting Professor and Scholar at the Graduate School ofBusiness at Stanford University and Thomas Henry Carroll Ford Foundation Visiting Professor of BusinessAdministration at Harvard University. He served as Executive Director of the Marketing Science Institute from1997-1999. He has a B.Sc. (Hons. Dist.) and M.M.S. from the University of Bombay, an M.B.A. fromNorthwestern University, and a Ph.D. from the University of Pittsburgh, where he received the DistinguishedAlumnus Award in 2008.

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Featured Work

The Ordinary Heroes of the Taj HotelOn 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 coveredextensively by international media. But there is an amazing, inspirational back story about the heroic actions ofthe Taj staff couched in the culture of the Taj Hotels company. What can the staff, who saved lives whileendangering their own, teach American companies about ethical behavior?

Provenance Paradox and Country of Origin BrandingSince a product's country of origin of the product establishes its authenticity, companies from emerging marketsare unable to price products comparably to similar firms from developed markets. This problem of establishingauthenticity, called the "provenance paradox," represents the biggest marketing challenge for emerging marketsin the next decade, as companies in emerging markets try to compete in product categories for which theircountries are not known.

A Global Leader's Guide to Managing Business ConductManagers working outside their home environments often find that their companies’ norms are inconsistent withpractices followed by other businesses in the area. In response, many follow the time-honored advice given inthe fourth century by the bishop of Milan to Augustine of Hippo: When in Rome, do as the Romans do.

Publications

Most Recent

Deshpandé, Rohit, Amir Grinstein, Elie Ofek, and Sang-Hoon Kim. "Achievement Motivation, StrategicOrientations and Business Performance in Entrepreneurial Firms: How Different Are Japanese and AmericanFounders?" International Marketing Review 30, no. 3 (2013). View Details

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Books

Journal Articles

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." Journalof 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 ofStrategic Orientation Differentiation." Marketing Letters 23, no. 3 (September 2012): 629–643. 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 DecisionProcesses 121, no. 1 (May 2013): 81–88. View Details

Paine, Lynn S., Rohit Deshpandé, and Joshua D. Margolis. "A Global Leader's Guide to Managing BusinessConduct." Harvard Business Review 89, no. 9 (September 2011). (Online edition.) View Details

Deshpandé, Rohit, and Anjali Raina. "The Ordinary Heroes of the Taj." Harvard Business Review 89, no. 12(December 2011). View Details

Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12(December 2010). View Details

Quelch, John A., and Rohit Deshpandé. The Global Market: Developing a Strategy to Manage AcrossBorders. 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. ViewDetails

Deshpandé, Rohit, Amir Grinstein, Elie Ofek, and Sang-Hoon Kim. "Achievement Motivation, StrategicOrientations and Business Performance in Entrepreneurial Firms: How Different Are Japanese and AmericanFounders?" 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 DecisionProcesses 121, no. 1 (May 2013): 81–88. View Details

Deshpandé, Rohit, Amir Grinstein, and Elie Ofek. "Strategic Orientations in a Competitive Context: The Role ofStrategic Orientation Differentiation." Marketing Letters 23, no. 3 (September 2012): 629–643. 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." Journalof Public Policy & Marketing 31, no. 2 (Fall 2012). 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 BusinessConduct." 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 inDeveloping Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing Journal ofMacromarketing 29, no. 3 (2009). View Details

Deshpandé, Rohit. "The Country Effect: Leveraging the Origin of a Brand for the Global Markets." HarvardBusiness 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

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Deshpandé, Rohit, and John U. Farley. "Interdisciplinary Research Within a Modified Competing Values Modelof Organizational Performance: Results from Brazil." Journal of Global Marketing 20, nos. 2/3 (2007): 5–16. ViewDetails

Paine, Lynn, Rohit Deshpandé, Joshua D. Margolis, and Kim Eric Bettcher. "Up to Code: Does Your Company'sConduct Meet World-Class Standards?" Harvard Business Review 83, no. 12 (December 2005): 122–133. ViewDetails

Deshpandé, Rohit, and John U. Farley. Thai Firms' Adaptations Following the Asian Economic Crisis: MarketOrientation, 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 'ProducerOrientation' to Contemporary 'Market Orientation'." Journal of Global Marketing 19, no. 2 (2005): 7–26. ViewDetails

Deshpandé, Rohit, and John U. Farley. "Organizational Culture, Innovativeness and Market Orientation in HongKong 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 HighPerformance 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 FirmPerformance: 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: ThaiFirms 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 EthnicSelf-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 II. "Identity Salience and the Influence of DifferentialActivation 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-NationalDifferences 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 SixCities." 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 ofElicited Distinctiveness." Journal of Marketing Research (JMR) 38 (August 2001). View Details

Grier, Sonya, and Rohit Deshpandé. "Social Dimension of Consumer Distinctiveness: The Influence of SocialStatus on Group Identity and Advertising Persuasion." Journal of Marketing Research (JMR) 38 (May 2001):216–224. View Details

Deshpandé, Rohit, and John U. Farley. "Market-Focused Organizational Transformation in China." GlobalMarkeing 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 HighPerformance 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 SuppliersDisagree." 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 JapaneseFirms." Journal of International Marketing 7, no. 4 (1999): 111–127. View Details

Deshpandé, Rohit, and J. U. Farley. "Culture, Customers, and Contemporary Communism: VietnameseMarketing 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. ViewDetails

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Book Chapters

Working Papers

Cases and Teaching Materials

Deshpande, R., and J. U. Farley. "Measuring Market Orientation: A Generalization and Synthesis." Journal ofMarket-Focused Management 2 (September 1998): 213–232. View Details

Deshpande, R., and J. U. Farley. "The Market Orientation Construct: Correlations, Culture, andComprehensiveness." Journal of Market-Focused Management 2 (September 1998): 237–239. View Details

Deshpande, R., and H. Gatignon. "Competitive Analysis." Marketing Letters 5 (July 1994): 271–288. ViewDetails

Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and AdvertisingEffectiveness." 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, andInnovativeness 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 MarketResearch: 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 Zoe Chance. "Fighting AIDS, Fighting Poverty: Customer Centric Marketing in theGeneric Antiretroviral Business." In Business Solutions for the Global Poor: Creating Social and EconomicValue, 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 inTransition Economies." In Marketing Issues in Transnational Economies, edited by R. Batra, 127–138. Boston:Kluwer Academic Publishers, 1999. View Details

Mohan, Bhavya, Michael I. Norton, and Rohit Deshpandé. "Paying Up for Fair Pay: Consumers Prefer Firmswith Lower CEO-to-Worker Pay Ratios." Harvard Business School Working Paper, No. 15-091, May 2015. ViewDetails

Paharia, Neeru, and Rohit Deshpandé. "Sweatshop Labor is Wrong Unless the Jeans are Cute: Motivated MoralDisengagement." Harvard Business School Working Paper, No. 09-079, January 2009. View Details

Deshpandé, Rohit, and John U. Farley. "Chinese Corporate Culture, Market Orientation, Innovation and FirmPerformance." Harvard Business School Working Paper, No. 98-029, October 1997. View Details

Deshpandé, Rohit, and John U. Farley. "Culture, Customers, and Contemporary Communism: VietnameseMarketing Management." Harvard Business School Working Paper, No. 98-028, September 1997. View Details

Deshpandé, Rohit, John U. Farley, and Frederick E. Webster Jr. "Factors Affecting Organizational Performance:A Five-Country Comparison." Harvard Business School Working Paper, No. 98-027, September 1997. ViewDetails

Deshpandé, Rohit, and John U. Farley. "Measuring Market Orientation: Generalization and Synthesis." HarvardBusiness School Working Paper, No. 98-026, September 1997. View Details

Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case515-059, January 2015. (Revised January 2015.) View Details

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Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business SchoolTeaching Note 514-113, May 2014. View Details

Deshpandé, Rohit, Tarun Khanna, and Tanya Bijlani. "India's Amul: Keeping Up with the Times." HarvardBusiness School Case 514-067, October 2013. View Details

Deshpandé, Rohit, and Michael Norris. "Building a Social Media Culture at Dell." Harvard Business School Case514-096, January 2014. (Revised April 2015.) View Details

Deshpandé, Rohit, Kerry Herman, and Annelena Lobb. "Tyra Banks: Personal Branding (TP)." Harvard BusinessSchool 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)." HarvardBusiness 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 SchoolTeaching 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 SchoolCase 512-052, January 2012. (Revised January 2014.) View Details

Deshpandé, Rohit, and Nancy Hua Dai. "Hengdeli: The Art of Coexistence." Harvard Business School Case512-058, January 2012. (Revised January 2014.) View Details

Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." HarvardBusiness School Case 512-026, October 2011. (Revised May 2015.) View Details

Deshpande, Rohit, and Hal Hogan. "Singapore Airlines: Customer Service Innovation." Harvard Business SchoolCase 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 SchoolCase 502-023, November 2001. (Revised March 2011.) View Details

Deshpandé, Rohit, and Matthew Preble. "Terror at the Taj Bombay: Customer-Centric Leadership (TN)." HarvardBusiness School Teaching Note 511-118, March 2011. View Details

Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business SchoolMultimedia/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 Case509-018, 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 SchoolCase 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

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Presentations

Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case508-010, February 2008. (Revised April 2009.) View Details

Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business SchoolSupplement 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, February2007. (Revised January 2013.) View Details

Deshpande, Rohit, and Aldo Sesia. "Parable of the Sadhu" and "Letter from Birmingham Jail" (TN). HarvardBusiness 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 May2006.) 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 BusinessSchool Case 504-067, January 2004. (Revised August 2005.) View Details

Deshpande, Rohit, and Carin-Isabel Knoop. "Branding Citigroup's Consumer Business." Harvard BusinessSchool 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 ProductNumber 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 SchoolCase 502-007, August 2001. (Revised May 2002.) View Details

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

Deshpandé, Rohit. "Leadership and Corporate Accountability." H.M. Trivedi Memorial Lecture, Indian Merchants’Chamber, Mumbai, India, November 2012. View Details

Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business School Club of India,Mumbai, India, November 2012. View Details

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Other Publications and Materials

Research Summary

RESEARCH SUMMARY

Cross-cultural Marketing Strategyby Rohit Deshpande

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

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

RESEARCH SUMMARY

Global Business Standardsby Rohit Deshpande

Deshpandé, Rohit. "The Ordinary Heroes of the Taj." TEDx New England Conference, TEDx New England,October 2012. View Details

Deshpandé, Rohit. "Sweatshop Labor is Wrong Unless the Jeans are Cute: Motivated Moral Disengagement."Paper presented at the Society for Consumer Psychology Annual Conference, February 13, 2009. View Details

Chance, Zoe, and Rohit Deshpandé. "Young Guns: How Violence Drives Video Game Adoption." Paperpresented at the Transformative Consumer Research Conference, Marketing Science Institute, July 06,2007. View Details

Deshpandé, Rohit, and Zoe Chance. "Putting Patients First: Marketing Strategies for Treating HIV in DevelopingNations." Paper presented at the Transformative Consumer Research Conference, Marketing Science Institute,July 01, 2007. View Details

Deshpandé, Rohit, and Zoe Chance. "Fighting AIDS, Fighting Poverty: Customer Centric Marketing in theGeneric Antiretroviral Business." Paper presented at the Trans-Atlantic Doctoral Conference, London BusinessSchool, May 18, 2006. View Details

Deshpandé, Rohit, and Zoe Chance. "Fighting AIDS, Fighting Poverty: Customer Centric Marketing in theGeneric Antiretroviral Business." Paper presented at the Harvard Business School Conference on GlobalPoverty, December 01, 2005. View Details

Kohli, Ajay K., and Rohit Deshpandé. "Marketing Organizations: Changing Structures and Roles." MarketingScience Institute Report, April 2005. (pages 77-84.) View Details

Deshpandé, Rohit, Sang-Hoon Kim, and Elie Ofek. "Preempting Competetitive Risk via Customer Focus.:Entrepreneurial Firms in Japan and the U.S." January 2004. View Details

Deshpandé, Rohit, and John U. Farley. "Tigers and Dragons: Profiling High Performance Asian Firms." Report,Marketing Science Institute, December 2001. View Details

Deshpandé, Rohit, G. Zaltman, and C Moorman. "Relationships Between Providers and Users of MarketResearch: The Role of Personal Trust." Report, Marketing Science Institute, January 1993. View Details

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

RESEARCH SUMMARY

Global Branding and the Provenance Paradox

by Rohit Deshpande

Recent research on global branding focuses on the Provenance Paradox. This phenomenon describes theproblem 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 chainpositions with lower prices. This paradox is detailed in a Harvard Business Review article in December 2010titled "Why You Aren't Buying Venezuelan Chocolate."

Rohit Deshpande In the News

07 Jul 2015FortuneWant more customers? Lower your CEO’s pay.05 Jun 2015Harvard Business ReviewIs Your CEO’s High Salary Scaring Away Customers?21 Feb 2015Washington PostThe making of Hillary 5.0: Marketing wizards help re-imagine Clinton brand10 Feb 2015LivemintFirms need a formal code of conduct02 Feb 2015Economic TimesRebranding Infosys25 Jan 2015New York TimesCatalogs, After Years of Decline, Are Revamped for Changing Times10 Jul 2014Forbes India"Companies are Throwing Money at Social Media"26 Nov 2013Harvard Business SchoolFive Years Later: Looking Back at the Taj Heroes20 Nov 2013DNA IndiaLeadership Lessons07 Aug 2013Boston GlobeGeneration Y a tough target for marketers11 Apr 2013Globe and MailCanada Goose CEO’s ‘aha’ moment: ‘I realized the brand was real’29 Mar 2013

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Inc.New Life for Old Brands06 Feb 2013New York TimesWith a Super Bowl Ad, Scientology Gets a Crowd04 Jan 2013ForbesBranding Yoga: Good Business or Blasphemy?04 Jan 2013Economic Times (India)B-school curriculum is now covering legal, ethical issues too: Prof Rohit Deshpande, Harvard Business School

Additional Information (Links)

Full BiographyWorking Knowledge Articles

Affiliations

Program for Leadership DevelopmentOwner/President Management ProgramGlobal Colloquium for Participant-Centered LearningExecutive Directors Council of Marketing Science Institute

Areas of Interest

corporate culturecustomer focusethicsethnic marketinginternational marketing

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