skip to navigation skip to content
 

Jaideep Prabhu

Jaideep Prabhu

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

  • 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.

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. 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

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

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

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 …

Read more

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 …

Read more

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. …

Read more

Research Horizons

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

Read more

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 …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

‘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 …

Read more

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, …

Read more

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 …

Read more

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, …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

Cambridge webinar on frugal innovation announced following record high of global R&D spending

Business executives will be given an insight into driving innovation with limited resources in an upcoming webinar on ‘Frugal Innovation’ from Cambridge …

Read more

Cambridge students unite in order to improve lives in Africa

Students of the Cambridge Development Initiative (CDI) have launched their first crowd-funding campaign to support a project in Tanzania. CDI, a student …

Read more

Cambridge Judge Business School MBA scoops prestigious award

Nawaz Imam (MBA 2012) has won the 2013 Worshipful Company of Marketors Award for outstanding performance in marketing at the Master’s level. …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

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 …

Read more

Strategy and Business: The frugal way to go

Pioneering companies in mature economies are learning from emerging market companies a new way to expand their businesses, writes Jaideep Prabhu, Jawaharlal …

Read more

Share Radio: Investment perspectives

Running a business in uncertain times is not easy. Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, …

Read more

Phys.org: A touch of frugal genius

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, outlines examples of jugaad innovation and explains why the …

Read more

Business Because: MBA careers: Shortage of digital chiefs presents employment opportunities

The shortage of digital chiefs represents employment opportunities for tech-savvy leaders, writes Seb Murray. Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business …

Read more

The Huffington Post: Six lessons in innovation from Cuban entrepreneurs

Ricardo Herrero, executive director of #CubaNow, writes about Cuban entrepreneurs. Ricardo refers to Jugaad Innovation, co-authored by Jaideep Prabhu, Jawaharlal Nehru Professor …

Read more

Strategy and Business: Aetna’s Frugal Healthcare Strategy

Cambridge Judge’s Jaideep Prabhu and Navi Radjou look at the strategy of Aetna, one of the world’s leading health insurers, and what …

Read more

Financial Times: UK innovators: Ready to launch

Sarah Gordon investigates why UK is not very successful at innovation. “The UK leads the world in terms of research but if …

Read more

China Daily: The will to change the world

Young people are finding that working for startups is more appealing. “This is an intriguing prospect, and certainly one to be taken …

Read more

China Daily Asia: Innovation on a budget gives more for less

Arunachalam Muruganantham has created a revolution in the usage and manufacturing of sanitary products in India. Mr Muruganantham adopted the principles of …

Read more

China Daily Asia: Working toward a new job market

The number of startup companies is growing in China as more and more people start their own business. China is now looking …

Read more

Business Standard: Jugaad is both a necessity and a hobby

Reporter Rohit Nautiyal interviews Cambridge Judge Business School’s Jaideep Prabhu and Navi Radjou on jugaad innovation and how companies around the world …

Read more

The Independent: MBA Guide: Five fresh business books to give you the edge

Helena Pozniak lists top 5 books that will give a fresh insight in to 21st century business world. The book Frugal Innovation: …

Read more

India Info Online: Frugal Innovation: How to do better with less

In the new book Frugal Innovation award-winning authors show how companies in the West are learning to do business faster, better and …

Read more

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.

Read more