Jaideep Prabhu
Professor of MarketingJawaharlal Nehru Professor of Indian Business & Enterprise Director of the Centre for India & Global Business (CIGB) Fellow of Clare College at Cambridge Judge Business School Executive Education
Schools
- Cambridge Judge Business School Executive Education
Expertise
Links
Biography
Cambridge Judge Business School Executive Education
Professor of Marketing
Jawaharlal Nehru Professor of Indian Business & Enterprise
Director of the Centre for India & Global Business (CIGB)
Fellow of Clare College
BTech (IIT Delhi), PhD (University of Southern California)
Research interests
International business, marketing, strategy and innovation. Specific interests include: cross-national issues concerning the antecedents and consequences of radical innovation in high-technology contexts such as banking, pharmaceuticals and biotechnology; the role of firm culture in driving innovation in firms across nations; how multinational firms organise their innovation activities worldwide; the forces that drive R&D location decisions and the factors that influence the performance implications of these decisions; the internationalisation of firms from emerging markets; and innovation in emerging markets.
Subject group: Marketing
Professional experience
Jaideep Prabhu is a member of the editorial boards of the Journal of Marketing, the International Journal of Research in Marketing and the Journal of Management Studies. He is an associate editor of Customer Needs and Solutions and BMJ Innovations, is on the editorial advisory board of The Schmalenbach Business Review, and is a member of the senior advisory board of the European Journal of Marketing.
He has consulted with or taught executives from ABN Amro, Bertelsmann AG, British Telecom, the UK''s Department of Trade and Industry (DTI), EDS, Egg, IBM, ING Bank, Laird, the NHS, Nokia, Oce Copiers, Philips, Roche, Shell, Vodafone and Xerox among other organisations in Colombia, Finland, Germany, Netherlands, Portugal, Switzerland, UK and US. He has been interviewed by or has had his work profiled on BBC News 24, The New York Times, MIT Sloan Management Review, BusinessWeek, US News & World Report, The Financial Times, Le Monde, The Times, The Times of India, The Economic Times, Anglia News, The Asian Age, The Deccan Chronicle, The Statesman, The Calcutta Telegraph, Exec Digital and elsewhere.
Jaideep is a member of the Cambridge Corporate Governance Network (CCGN).
Previous appointments
Prior to his current position, Jaideep Prabhu was Professor of Marketing and Director of Research at the Tanaka Business School, Imperial College London; University Lecturer and University Senior Lecturer in Marketing, Cambridge Judge Business School (at the time the Judge Institute of Management), University of Cambridge; Assistant Professor and Fellow at the Center for Economic Research, Tilburg University, the Netherlands; and Visiting Assistant Professor at the Anderson School of Management, UCLA.
Awards & honours
- Chartered Management Institute''s (CMI) Management Book of the Year Award (for Frugal Innovation, co-authored by Navi Radjou), 2016
- Finalist, Thomas P. Hustad Best Paper Award in Journal of Product Innovation Management, for the paper "The antecedents and consequences of affordable value innovations for emerging markets with Holger Ernst, Hanna Nari Kahle, Anna Dubiel and Mohan Subramaniam, Journal of Product Innovation Management, 2015
- Finalist, Marketing Science Institute/H. Paul Root Award for a paper published in the Journal of Marketing that makes a significant contribution to marketing practice, 2015
- Highly Commended Paper, Emerald Literati Network Awards for Excellence (for Kahle, H.N., Dubiel, A., Ernst, H. and Prabhu, J. (2013) "The democratizing effects of frugal innovation: implications for inclusive growth and state-building", Journal of Indian Business Research, 5(4): 220-234, DOI: 10.1108/JIBR-01-2013-0008), 2014
- Runner-up for the Harold H. Maynard Award for a paper published in the Journal of Marketing that makes a significant contribution to marketing theory and thought, 2009
- IBM Faculty Award for Research on Innovation and Indian Retail, 2009
- Advanced Institute of Management (AIM) Research, Innovation Fellowship, 2007-2009
- AMA TechSIG Award for the Best Article on Technology or Innovation, 2008
- Runner-up, AMA TechSIG Award for the Best Article on Technology or Innovation, 2007
- AMA TechSIG Award for the Best Article on Technology or Innovation, 2004
Selected publications
Here are a selection of Jaideep Prabhu''s publications. Please see the "Selected publications" tab above for a more comprehensive list.
Jachimowicza, J.M., Chafika, S., Munrat, S., Prabhu, J.C. and Weber, E.U. (2017) "Community trust reduces myopic decisions of low-income individuals." Proceedings of the National Academy of Sciences (PNAS) (DOI: 10.1073/pnas.1617395114) (published online April 2017; forthcoming in print)
Banerjee, S., Prabhu, J.C. and Chandy, R.K. (2016) "Indirect learning: how emerging-market firms grow in developed markets." Journal of Marketing, 79(1): 1-28 (DOI: 10.1509/jm.12.0328)
Barrett, M., Davidson, E., Prabhu, J. and Vargo, S. (2015) "Service innovation in the digital age: key contributions and future directions." MIS Quarterly, 39(1): 135-154
George, G., McGahan, A.M. and Prabhu, J. (2012) "Innovation for inclusive growth: towards a theoretical framework and a research agenda." Journal of Management Studies, 49(4): 661-683 (DOI: 10.1111/j.1467-6486.2012.01048.x)
Radjou, N., Prabhu, J. and Ahuja, S. (2012) Jugaad innovation: think frugal, be flexible, generate breakthrough growth. San Francisco, CA: Jossey-Bass.
Visit the ''Jugaad Innovation'' website
Mukherji, P., Sorescu, A., Prabhu, J.C. and Chandy, R.K. (2011) "Behemoths at the gate: how incumbents take on acquisitive entrants (and why some do better than others)." Journal of Marketing, 75(5): 53-70 (DOI: 10.1509/jmkg.75.5.53)
Journal articles
Verhallen, T.M.M., Frambach, R.T. and Prabhu, J. (1998) "Strategy based segmentation of industrial markets."00064-3 "clicking on this link will open the website in a new browser window") Industrial Marketing Management, 27(4): 305-314 (DOI: 10.1016/S0019-8501(97)00064-3)
Prabhu, J. and Tellis, G.J. (2000) "Do consumers ever learn? Analysis of segment behavior in experimental markets." Journal of Behavioral Decision Making, 13(1): 19-34
Prabhu, J. and Stewart, D.W. (2001) "Signaling strategies in competitive interaction: building reputations and hiding the truth." Journal of Marketing Research, 38(1): 62-73 (DOI: 10.1509/jmkr.38.1.62.18826)
Chandy, R.K., Prabhu, J.C. and Antia, K.D. (2003) "What will the future bring? Dominance, technology expectations, and radical product innovation." Journal of Marketing, 67(3): 1-19 (DOI: 10.1509/jmkg.67.3.1.18652)
Ranaweera, C. and Prabhu, J. (2003) "The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting." International Journal of Service Industry Management, 14(4): 374-395 (DOI: 10.1108/09564230310489231)
Ranaweera, C. and Prabhu, J. (2003) "On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth." Journal of Targeting, Measurement and Analysis for Marketing, 12(1): 82-90 (DOI: 10.1057/palgrave.jt.5740100)
Sorescu, A.B., Chandy, R.K. and Prabhu, J.C. (2003) "Sources and financial consequences of radical innovation: insights from pharmaceuticals." Journal of Marketing, 67(4): 82-102 (DOI: 10.1509/jmkg.67.4.82.18687)
Frambach, R.T., Prabhu, J. and Verhallen, T.M.M. (2003) "The influence of business strategy on new product activity: the role of market orientation." International Journal of Research in Marketing, 20(4): 377-397 (DOI: 10.1016/j.ijresmar.2003.03.003)
Prabhu, J.C., Chandy, R.K. and Ellis, M.E. (2005) "Acquisition and innovation in high-tech firms: poison pill, placebo, or tonic?" Journal of Marketing, 69(1): 114-130 (DOI: 10.1509/jmkg.69.1.114.55514)
Dellaert, B.G.C., Golounov, V.Y. and Prabhu, J. (2005) "The impact of price disclosure on dynamic shopping decisions." Marketing Letters, 16(1): 37-52 (DOI: 10.1007/s11002-005-0719-8)
Chandy, R., Hopstaken, B., Narasimhan, O. and Prabhu, J. (2006) "From invention to innovation: conversion ability in product development." Journal of Marketing Research, 43(3): 494-508 (DOI: 10.1509/jmkr.43.3.494)
Yadav, M.S., Prabhu, J.C. and Chandy, R.K. (2007) "Managing the future: CEO attention and innovation outcomes." Journal of Marketing, 71(4): 84-101 (DOI: 10.1509/jmkg.71.4.84)
Sorescu, A.B., Chandy, R.K. and Prabhu, J.C. (2007) "Why some acquisitions do better than others: product capital as a driver of long-term stock returns." Journal of Marketing Research, 44(1): 57-72 (DOI: 10.1509/jmkr.44.1.57)
Rao, R.S., Chandy, R.K. and Prabhu, J.C. (2008) "The fruits of legitimacy: why some new ventures gain more from innovation than others." Journal of Marketing, 72(4): 58-75 (DOI: 10.1509/jmkg.72.4.58)
Tellis, G.J., Prabhu, J.C. and Chandy, R.K. (2009) "Radical innovation across nations: the preeminence of corporate culture." Journal of Marketing, 73(1): 3-23 (DOI: 10.1509/jmkg.73.1.3)
Mukherji, P., Sorescu, A., Prabhu, J.C. and Chandy, R.K. (2011) "Behemoths at the gate: how incumbents take on acquisitive entrants (and why some do better than others)." Journal of Marketing, 75(5): 53-70 (DOI: 10.1509/jmkg.75.5.53)
Radjou, N. and Prabhu, J. (2012) "Mobilizing for growth in emerging markets: to reach the "next billion" consumers, multinational companies will need to move beyond value chain localization and create new networks of local partners." MIT Sloan Management Review, 53(3): 81-88
George, G., McGahan, A.M. and Prabhu, J. (2012) "Innovation for inclusive growth: towards a theoretical framework and a research agenda." Journal of Management Studies, 49(4): 661-683 (DOI: 10.1111/j.1467-6486.2012.01048.x)
Kahle, H.N., Dubiel, A., Ernst, H. and Prabhu, J. (2013) "The democratizing effects of frugal innovation: implications for inclusive growth and state-building." Journal of Indian Business Research, 5(4): 220-234 (DOI: 10.1108/JIBR-01-2013-0008)
Banerjee, S., Prabhu, J.C. and Chandy, R.K. (2015) "Indirect learning: how emerging-market firms grow in developed markets." Journal of Marketing, 79(1): 1-28 (DOI: 10.1509/jm.12.0328)
Ernst, H., Kahle, H.N., Dubiel, A., Prabhu, J. and Subramaniam, M. (2015) "The antecedents and consequences of affordable value innovations for emerging markets." Journal of Product Innovation Management, 32(1): 65-79 (DOI: 10.1111/jpim.12171)
Barrett, M., Davidson, E., Prabhu, J. and Vargo, S. (2015) "Service innovation in the digital age: key contributions and future directions." MIS Quarterly, 39(1): 135-154
Prabhu, J. (2017) "Frugal innovation: doing more with less for more." Philosophical Transactions A (forthcoming)
Jachimowicza, J.M., Chafika, S., Munrat, S., Prabhu, J.C. and Weber, E.U. (2017) "Community trust reduces myopic decisions of low-income individuals." Proceedings of the National Academy of Sciences (PNAS) (DOI: 10.1073/pnas.1617395114) (published online April 2017; forthcoming in print)
Books, monographs, reports & case studies
Radjou, N., Prabhu, J. and Ahuja, S. (2012) Jugaad innovation: think frugal, be flexible, generate breakthrough growth. San Francisco, CA: Jossey-Bass.
Visit the ''Jugaad Innovation'' website
Radjou, N. and Prabhu J. (2015) Frugal innovation: how to do more with less. London: Profile.
Visit the ''Frugal Innovation'' website
Consulting on Bangladeshi land-related services
A team of Cambridge MBA students worked with BRAC, the world’s largest NGO, on a plan to scale up land-related services for …
How ‘frugal innovation’ can fight off inequality
Inequality is the defining social, political and economic phenomenon of our time. Just one per cent of the world’s population now holds …
Affordable value innovation
For multinationals, the real prize in developing countries is in ‘good enough’ rather than high-end products, which can be very profitable, says …
Alleviating poverty through trust
‘Myopic’ decision-making by those on low-incomes creates a vicious cycle of poverty, but a new study co-authored at Cambridge Judge Business School …
A social media guide for introverts
Think your introverted nature means you can’t use social media? Think again, in the view of two Cambridge Judge marketing faculty. People …
Choosing an MBA programme: here’s what to look for
Tomorrow’s MBA students won’t stand for today’s learning experience. So when it comes to choosing a programme, what are the must-haves? Technology …
The digital revolution in public services
Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, writes on how to do more with less for more. Over four …
Helping social businesses to grow
Study by University of Cambridge researchers identifies four strategies and two key methods for scaling up social businesses in developing countries in …
Then? Silicon Valley. Now? Bangalore
Indian startups are twice as likely to be worth $1bn than UK ones. This is their secret. It’s been ten years since …
Faculty news update
A regular update on articles, awards and other developments involving Cambridge Judge Business School faculty and fellows. Article on scaling up inclusive …
Faculty news update
A regular update on articles, awards and other developments involving Cambridge Judge Business School faculty and fellows. ‘Frugal Innovation’ by Jaideep Prabhu …
Managing the future
Two Cambridge Judge academics included in Thinkers50 Radar list of future management gurus. Thinkers50, a global ranking of management thinkers, has included …
Trust in banking
Restoring trust in banking requires a cultural commitment reflected throughout the organisation, delegates told at Trust in Banking conference organised by Cambridge …
Tata Social Internship
Intern programme coordinated by Jaideep Prabhu of Cambridge Judge sends students to work with low incomes communities in urban and rural India. …
Research Horizons
Jugaad innovation, the subject of research by Jaideep Prabhu of Cambridge Judge, is featured in a special India issue of Research Horizons …
Why making decisions on technology is about far more than just the hardware
Do we control technology, or does technology control us? That’s a question that every business, government and individuals should be asking themselves …
How banks can show us they really care
Making good use of innovations from the FinTech revolution is a great way for banks to restore customers’ trust. Smartphones, smart apps …
Inclusive innovation honours
Research paper co-authored by Jaideep Prabhu of Cambridge Judge named winning paper in the annual Emerald Citations of Excellence. A research paper …
Why India could be the next business superpower
by Professor Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise and Director of the Centre for India & Global Business In …
A prestigious award for former Cambridge Judge PhD student
Magda Hassan, a former PhD student at Cambridge Judge Business School (2010-2014), has won the 2014 Worshipful Company of Marketors Award for …
The Guardian: Trump clips Britain’s wings as Tories put faith in free-trade deals
Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, discusses the possibility of the UK having …
Cambridge Network: Cambridge Festival of Ideas: India uncovered
This year’s Cambridge Festival of Ideas, which runs 16-29 October, will feature India in many events as the country celebrates 70 years …
BBC Radio 4: Disrupted Development
What is the impact of digital disruption, including automation, artificial intelligence and robotics, in developing countries? BBC talks to experts involved in …
Cambridge Business Magazine: ‘Frugal innovation’ can do a lot for inequality
Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, discusses how simple solutions like …
Cambridge Business Magazine: Multinationals need to aim for middle market in emerging markets
Global companies often aim high when it comes to emerging market opportunities, says Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor …
Quartz: The conditions that help poor people make better decisions
A study co-authored by Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, examines …
Harvard Business Review: The business case for providing health insurance to low-income employees
A study co-authored by Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, investigates …
World Economic Forum: Some ideas that might help reduce inequality
Despite economic growth in some countries, the inequality gap between poor and rich is widening. Jaideep Prabhu, Professor of Marketing and Jawaharlal …
Stanford Social Innovation Review: Solving big social problems by thinking small
Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, discusses jugaad innovation and how …
The Conversation: How ‘frugal innovation’ can fight off inequality
Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, writes about frugal …
DNA India: Cambridge varsity report on Dehli principals’ performance
A delegation from Cambridge Judge Business School went to India to meet head teachers taking part in a principal training programme. Three …
Cape Talk: How to do (much) more with (far) less
Bruce Whitfield talks to Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business …
Deccan Herald: There’s always a way
Nafeesah Ahmed writes about how jugaad is a way of life in India and how the concept is now adopted in Western …
United Nations: Q&A with Jaideep Prabhu
Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, recently attended a meeting of …
Share Radio: Rupee ban hurts Indian economy – could the damage get worse?
Robert Van Egghen reports on the situation in India after the government’s decision to remove large denomination notes from circulation one month …
Sky News: Business: Ian King Live
Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, comments on the UK Prime …
Associated Press: UK looks for stronger business ties with India
Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, comments on Prime Minister Theresa May’s visit to India. “People might expect …
Financial Times: The path to frugal innovation
Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, writes about frugal innovation and …
Cambridge Business Magazine: Scaling-up for social businesses in developing countries
Study co-authored by Jaideep Prabhu, professor of Marketing at Cambridge Judge Business School, identifies four strategies and two key methods for scaling …
The Sunday Times: Tearing down the walls that can block creativity
Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, comments about the rise in shared working spaces that is getting more …
Videos
BUSINESS - Frugal Innovation - Jaideep Prabhu
Professor Jaideep Prabhu on the PhD's Marketing pathway
Startups and Innovation: An Evening with Jaideep Prabhu
How Should A Government Be? Discussion with Prof. Jaideep Prabhu about his new book.
Jugaad Innovation: Jaideep Prabhu at TEDxUCL
INDIA SUMMIT: London 14 November 2013 Innovation Professor, Jaideep Prabhu, Cambridge University
Jaideep Prabhu on innovation growth in emerging countries
Professor Jaideep Prabhu on how the West is taking up the frugal innovation gauntlet
Jaideep Prabhu l Frugal Innovation l Meaning 2015
AGLP: A Conversation with Professor Jaideep Prabhu on 'Jugaad' Innovation
Courses Taught
Executing Corporate Innovation for Senior Executives
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Cambridge Advanced Leadership Programme
Cambridge Judge Business School Executive Education
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Corporate Responses to Global Megatrends
Cambridge Judge Business School Executive Education
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Sustainable Marketing Leadership
Cambridge Judge Business School Executive Education
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Sean O'Keefe
Howard G. and S. Louise Phanstiel Chair in Strategic Management and Leadership Distinguished Senior Advisor, Center for Strategic and International Studies Senior Research Associate, Campbell Public Affairs Institute Degree M.P.A., Syracuse University, 1978 Specialties Public manag...
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