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- Faculty Publications (187)
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All HBS Web
(115,628)
- Faculty Publications (187)
- Article
Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion
By: Sonya Grier and Rohit Deshpandé
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.
- December 2000
- Article
Triad Lessons: Generalizing Results on High Performance Firms in Five Business-to-Business Markets
By: Rohit Deshpandé, John U. Farley and Frederick E. Webster Jr.
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.
- 2000
- Book
Using Market Knowledge
By: Rohit Deshpandé
Deshpandé, Rohit, ed. Using Market Knowledge. Thousand Oaks, CA: SAGE Publications, 2000.
- October 2000
- Background Note
Creating Value
By: Rohit Deshpande
Creating value involves understanding consumers/customers and bringing this knowledge into the organization. Market-driven and market-driving strategies are contrasted in the context of new product development.
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Keywords:
Knowledge Use and Leverage;
Marketing Strategy;
Consumer Behavior;
Product Development;
Value Creation
Deshpande, Rohit. "Creating Value." Harvard Business School Background Note 501-039, October 2000.
- winter 2000
- Article
Beyond Market Orientation: When Customers and Suppliers Disagree
By: C. Steinman, R. Deshpande and J. U. Farley
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.
- 2000
- Chapter
Market-Focused Organizational Transformation in China
By: Rohit Deshpandé and John U. Farley
Focuses on a study which investigated the organizational transformation of companies in China and how it affected their success. Conceptual background and hypothesis; Corporate culture of Chinese and other Asian firms; How organizational culture, climate, innovation...
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Deshpandé, Rohit, and John U. Farley. "Market-Focused Organizational Transformation in China." In Greater China in the Global Market, edited by Yigang Pan, 7–35. New York: Haworth Press, 2000.
- 1999
- Chapter
Reliability in Measuring Market Orientation and Financial Performance in Transition Economies
By: R. Deshpande and J. U. Farley
- Article
Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms
By: R. Deshpande and J. U. Farley
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.
- 1999
- Book
Developing a Market Orientation
By: Rohit Deshpandé
Keywords:
Markets
Deshpandé, Rohit, ed. Developing a Market Orientation. Thousand Oaks, CA: SAGE Publications, 1999.
- 1999
- Article
Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi
By: Rohit Deshpandé and J. U. Farley
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.
- Article
Foreseeing Marketing
By: R. Deshpande
Deshpande, R. "Foreseeing Marketing." Journal of Marketing 63, no. 4 Special (October 1999): 164–167.
- Article
Measuring Market Orientation: A Generalization and Synthesis
By: R. Deshpande and J. U. Farley
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.
- Article
The Market Orientation Construct: Correlations, Culture, and Comprehensiveness
By: R. Deshpande and J. U. Farley
Keywords:
Markets
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.
- July 1994
- Article
Competitive Analysis
By: R. Deshpande and H. Gatignon
Keywords:
Competition
Deshpande, R., and H. Gatignon. "Competitive Analysis." Marketing Letters 5 (July 1994): 271–288.
- February 1994
- Article
A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness
By: Rohit Deshpandé and D. M. Stayman
Keywords:
Advertising
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.
- January 1994
- Article
Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency
By: B. Wansink and R. Deshpande
Keywords:
Brands and Branding
Wansink, B., and R. Deshpande. "Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency." Marketing Letters 5 (January 1994): 91–100.
- Article
Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis
By: Rohit Deshpandé, J. U. Farley and F E Webster Jr
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.
- Article
Factors Affecting Trust in Market Research Relationships
By: C Moorman, R. Deshpande and G. Zaltman
Moorman, C., R. Deshpande, and G. Zaltman. "Factors Affecting Trust in Market Research Relationships." Journal of Marketing 57, no. 1 (January 1993): 81–101.
- 1993
- Report
Relationships Between Providers and Users of Market Research: The Role of Personal Trust
By: Rohit Deshpandé, G. Zaltman and C Moorman
- August 1992
- Article
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations
By: C Moorman, G. Zaltman and Rohit Deshpandé
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.