Rohit Deshpandé
Harvard Business School
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What kinds of corporate cultures are common to best-performing organizations? Does being customer focused really matter? In this presentation, Professor Rohit Deshpandé describes revolutionary changes in marketing that lead to more customer-centric organizations, where customers are everybody's responsibility and the language of the customer is key. Approaching marketing as a cultural challenge is a hallmark of the most successful high-performance companies in the world.
Professor Deshpandé examines the elements of corporate culture that lead to the best performance. He finds that the most successful companies look alike, no matter where in the world they are, and concludes that corporate culture trumps national culture.
His compelling findings can be applied to your organization to increase its performance. How does your organization stack up against the best?
Rohit Deshpandé, Sebastian S. Kresge Professor of Marketing, serves as the faculty chair for Strategic Marketing Management. A member of the Marketing Unit faculty, he teaches two required MBA courses, Marketing and Leadership and Corporate Accountability. His primary research interest concerns the impact of corporate culture on global marketing strategy, with particular focus on cross-cultural marketing strategy and the influence of culture on consumption.
Learning Goals
Professor Deshpandé's presentation and supporting materials are designed to help you:
- Perceive the revolutionary changes in marketing.
- Recognize the difference between marketing as tactics and strategy and marketing as culture.
- Understand the findings from the high-performance firms study.
- Appreciate the importance of being customer-centric and open to innovation.
- Apply the findings to your own organization.
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CIP: Cultivating Customer
Loyalty |
Loyal customers are important to a company’s ongoing success. Discover how managers can promote values, communication, processes, and rewards to strengthen customer loyalty while improving the bottom line. Learn how to develop and manage strategic relationships that build loyalty. Understand the potential impact of trying to be all things to all customers.
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HMM: Customer Focus |
A vital orientation tool with value for every employee. Covers the critical components of servicing internal or external customers, with a compelling overview of the importance of customer service, its relationship to customer satisfaction, and its link to company profitability. |
