Research Summary
Research Summary
Overview
By: Rohit Deshpande
Description
Customer Centricity
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 on the relationship between codes of conduct and corporate performance. This work was reported in Harvard Business Review articles. 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.