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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 Journal of the Academy of Marketing Science, the International Journal of Research in Marketing Science and the Journal of Management Studies, and 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.

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)

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)

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)

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

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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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 …

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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 …

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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. …

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Cambridge showcased in ‘Innovation Ecosystem’ Report for World Economic Forum

Cambridge Judge Business School, St John’s Innovation Centre and Cambridge start-up Social i Media have collaborated on a report for the World …

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The jugaad juggernaut

The fleet-footed thinking of developing nations is super-charging R&D at multinationals according to Professor Jaideep Prabhu In the West, business innovation is often …

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Cambridge Judge Business School Fellow Navi Radjou wins Thinkers50 ‘Oscar’

Navi Radjou, a Fellow of Cambridge Judge Business School, has been named one of the world-changing thinkers of today by the ‘Oscars’ …

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Jugaad fever sweeps the world

A book co-authored by Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, on the unique …

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US shutdown: the fallout for UK and emerging economies

Cambridge Judge Business School’s experts comment on shutdown A prolonged shutdown of the US government will spell interesting times for other economies …

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Cambridge Judge faculty shortlisted for Thinkers50 awards

The Director of the Centre for India and Global Business at Cambridge Judge Business School, Professor Jaideep Prabhu, has been shortlisted for …

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Cambridge Judge Business School’s new Business Breakthrough Series begins ‘innovatively’

The Cambridge Business Breakthrough Series launched its first physical event on 8 May 2013 with a session on ‘Fostering a Culture of …

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The West takes up the frugal innovation gauntlet

Companies in the West are increasingly adopting the frugal and flexible approach to innovation found in emerging economies as they concentrate on …

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The West takes up the frugal innovation gauntlet

Companies in the West are increasingly adopting the frugal and flexible approach to innovation found in emerging economies as they concentrate on …

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Fundraising appeal for the Future Business Centre launches at Cambridge Judge Business School

Cambridge Judge Business School was delighted to welcome the pioneer of the social investment movement, Sir Ronald Cohen, to the School to …

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Sir Fazle Hasan Abed, Founder of BRAC, to speak at the next Cambridge Leadership Seminar

Cambridge Judge Business School is pleased to welcome Sir Fazle Hasan Abed, Chairman and Founder of BRAC, as speaker at the next …

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Cambridge Network: Cambridge Festival of Ideas wraps up biggest event yet

This year’s festival was a real success – featuring more than 250 events in two weeks and 20,000 people attending talks, exhibitions, …

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Cambridge Network: Your opportunity to learn about frugal and other innovation

Cambridge Network is hosting a business event on innovation on 18 November. Jaideep Prabhu, Nehru Professor of Indian Business and Enterprise at …

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BBC Radio Cambridgeshire: Chris Mann’s Drivetime

The annual ‘Festival of Ideas’ started on 21 October and will feature over 250 events in two weeks. Jaideep Prabhu, Jawaharlal Nehru …

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Cambridge News: Ask an academic

In this short Cambridge News interview Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise, tells about his areas of expertise, …

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Cambridge Network: Cambridge Judge experts spread the word on frugal innovation

Frugal innovation is a major source of affordable and sustainable solutions to problems of poverty, inequality and resource constraint worldwide. New technologies …

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CKGSB Knowledge: The age of micro-multinational companies

Bennett Voyles looks at micro-multinational companies, why are they trending and what benefits this brings. Jaideep Prabhu, Jawaharlal Nehru Professor of Business …

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Browse the City: Jugaad innovation arrives in Milan

Three events are organised in Milan, Rome and Turin to mark the launch of the Italian edition of ‘Jugaad Innovation.’ Co-authors Jaideep …

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BRAC blog: Scaling digitality: Does scaling technology have to mean losing the human touch

The second Frugal Innovation Forum titled ‘Scaling Digitally’ took place in Bangladesh. Over 150 people representing 16 countries spent their weekend at …

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Cambridge Network: Cambridge students unite in order to improve lives in Africa

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

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Cambridge News: Supermarket price war on the horizon

Morrisons announced a £176 million loss for the last year and said it will invest £1 billion in lowering prices in order …

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Telegraph India: Book banks to rescue kids

A jugaad approach to recycling text books draws on Jaideep Prabhu’s Jugaad Innovation Read the full article [telegraphindia.com]

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Vocus blog: Are you a thought leader or a thought follower?

In his blog post Ardi Kolah analyses what a thought leadership is and shares some examples, including Jaideep Prabhu’s book Jugaad Innovation …

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BizEd: Bookshelf: Jugaad Innovation

Co-editor Sharon Shin reviews Jugaad Innovation by Jaideep Prabhu, Navi Radjou and Simone Ahuja. Read on page 76. Read the March/April edition …

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European Medical Device Technology: What medtech manufacturers need to copy from Chinese and Indian companies

Thomas Klein investigates what medtech companies need to do in order to succeed in emerging markets. Jaideep Prabhu, Professor of Marketing and …

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YouTube: CDI crowdfunding pitch

An Accelerate Cambridge start-up features Cambridge Judge Business School’s Professor Jaideep Prabhu in their first Youtube crowdfunding pitch. Cambridge Development Initiative, a …

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Global Post: It’s tough to be an Indian Olympian

Reporter James Tapper investigates how three Indian Olympians made it to Sochi in the face of huge obstacles and interviews Professor Jaideep …

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The Bright ID: Jugaad innovation

In his blog Bruno Fabre investigates what Western countries can learn from jugaad innovation and refers to the book written by Jaideep …

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Innovation Forum: What can ‘frugal innovation’ do for development

The author investigates some examples of frugal innovation in India, such as testing the drinking water in rural villages for arsenic contamination …

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Lessons in Business: The economy of scarcity and adversity are drivers of innovation: the case of India

Olivier Meier writes about innovation in emerging economies and investigates some examples in India drawing on the research of Jugaad Innovation authors …

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Strategy and Business: Beating competitors with high-speed innovation

Professor Jaideep Prabhu, Director of the Centre for India and Global Business at Cambridge Judge Business School, and Dr Navi Radjou, Cambridge …

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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.

Read more