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Jaideep Prabhu

Jaideep Prabhu

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, 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.

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)

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)

Journal articles

Verhallen, T.M.M., Frambach, R.T. and Prabhu, J. (1998) "Strategy based segmentation of industrial markets." 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): 10-28

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

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)

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

Then? Silicon Valley. Now? Bangalore

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Managing the future

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Trust in banking

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Tata Social Internship

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Research Horizons

Jugaad innovation, the subject of research by Jaideep Prabhu of Cambridge Judge, is featured in a special India issue of Research Horizons …

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Why making decisions on technology is about far more than just the hardware

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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 …

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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 …

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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 …

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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 …

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Frugal part two

‘Frugal Innovation’ is now entrenched in the West. In 2012, the book Jugaad Innovation was influential in letting the world know how …

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‘Indirect’ learning

Concern about executive ‘brain drain’ from developing countries is misplaced. ‘Indirect’ learning in mature markets crucial to developing-country firms’ growth, says research …

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Free online learning platform provides digital skills to business

Cambridge Judge faculty develop three courses for Digital Business Academy. Cambridge Judge Business School faculty have developed three courses – in marketing, …

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The High Commissioner of India visits the University of Cambridge

What does India offer to UK students and businesses and how can UK academics contribute to India’s success were among the topics …

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Spreading the word on frugal innovation

Two of Cambridge Judge Business School’s experts are travelling abroad this month to speak on the topic of frugal innovation. Jaideep Prabhu, …

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Cambridge Judge Business School faculty members secure funding for innovative research in Africa

Cambridge Judge faculty Jaideep Prabhu and Shai Vyakarnam have received funding awards to research opportunities for social enterprise, solar technology and mobile-based …

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Influential ‘Jugaad Innovation’ goes into sixth language

How to turn a crisis into opportunities for growth? What does jugaad, or frugal and flexible innovation, mean for business? These and …

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Student charity needs your support

Students of the Cambridge Development Initiative (CDI) are asking for your help to raise £3,000 in order to match a £25,000 pledge …

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Share Radio: Is it time for investors to think again about India?

Professor Jaideep Prabhu talks to Robert Van Egghan about the benefits of the new, unified, goods and services tax levy in India, …

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Cambridge TV: ARM response

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, comments on ARM’s £24bn sale to Japan’s …

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Cambridge Business Magazine: The challenge of scaling up ‘inclusive’ markets

Pressure is mounting on the private sector to expand efforts to improve the welfare of the poor – not only by creating …

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The Daily Star: Jugaad: The budget approach to innovation

In an interview for a Bangladeshi daily newspaper, Jaideep Prabhu, Jawaharlal Nehru Professor of Business and Enterprise at Cambridge Judge Business School, …

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Cambridge Business Magazine: Has globalisation overreached itself?

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, on globalisation, manufacturing and the rise of …

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Cambridge Business Magazine: Worldwide solutions to meet the needs of the ‘next four million’

According to the World Recourses Institute, more than four billion people around the world live in poverty and face significant unmet needs …

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The Daily Star: Resilience S Asians’ survival instinct

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, comments on how people in the South Asia region …

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Cambridge News: Frugal innovation can have big impact on developing world

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, discusses the role of frugal innovation in the developing …

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Flight International: Innovation challenge

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, discusses management of innovation strategy in high-tech …

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Indian Express: Smartphones and jugaad innovation: Inclusive growth in the palm of our hands

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, discusses how frugal innovation is boosting business, …

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BBC News: Talking Business

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, comments on India’s growth potential and the …

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City AM: Why modern managers need these five vital old-school skills

Piers Cain discusses what skills managers should have in organisations today in order to “get the balance between human and technology right.” …

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The Bookseller: Frugal Innovation wins Management Book of the Year

A book authored by Cambridge Judge academics wins top award at annual Chartered Management Institute (CMI) Book of the Year awards. Frugal …

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CorpComms: Experimenting with ideas

Andrew Clark looks at a modern corporate phenomenon and whether the trend of setting up innovation labs is bringing new ideas. Jaideep …

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The Conversation: How frugal innovation can kick-start the global economy in 2016

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, discusses the frugal innovation revolution and how this could …

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City AM: Frugal innovation: Doing more with less

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, discusses how frugal innovation can help people do more …

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Bloomberg Business: Rolls-Royce crisis tests East’s mettle after Silicon Fen success

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, comments on Rolls-Royce Holdings Plc situation and its new …

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International Innovation: Frugal innovation and energy: Faster, better, cheaper

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, discusses how frugal innovation can help people to do …

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New Statesman: Six business deals to look out between Narendra Modi and David Cameron

In regards to India PM Narendra Modi’s visit to the UK, Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at …

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The Conversation: Six deals to look out for as Indian PM Modi visits Britain

Prior to India PM Narendra Modi’s visit to the UK this week, Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise …

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Contact details

Jaideep Prabhu
Cambridge Judge Business School
University of Cambridge
Trumpington Street
Cambridge CB2 1AG
UK

Tel: +44 (0)1223 765468
Fax: +44 (0)1223 339701

j.prabhu@jbs.cam.ac.uk

@JaideepPrabhu

Research impact

The jugaad juggernaut

The fleet-footed thinking of developing nations is super-charging R&D at multinationals according to Professor Jaideep Prabhu.

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