How to create strings containing double quotes in Excel formulas?

Have you tried escaping with a double-quote?

= "Maurice ""The Rocket"" Richard"

Alternatively, you can use the CHAR function:

= "Maurice " & CHAR(34) & "Rocket" & CHAR(34) & " Richard"

Three double quotes: " " " x " " " = "x" Excel will auto change to one double quote. e.g.:

=CONCATENATE("""x"""," hi")  

= "x" hi