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

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

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 …

Read more

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 …

Read more

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’ …

Read more

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 …

Read more

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 …

Read more

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 …

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

Gulf News: An empowered consumer takes over the ‘frugal’ economy

Cambridge Judge Business School’s Professor Jaideep Prabhu and Navi Radjou looks at the frugal economy and why it’s growing more popular in …

Read more

Cambridge Network: ‘Frugal innovation’ is now entrenched in the West

In 2012, the book Jugaad Innovation was influential in letting the world know how developing countries like India were doing more with …

Read more

Project Syndicate: The rise of the frugal economy

Cambridge Judge Business School’s Professor Jaideep Prabhu and Navi Radjou looks at the frugal economy and why it’s growing more popular in …

Read more

The Irish Times: Book review: Frugal Innovation

The Irish Times looks at the new book Frugal Innovation: How to Do More with Less, by Navi Radjou, Fellow in India …

Read more

Cambridge Business Magazine: How the West was won over to frugal innovation

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise and Director of the Centre for India & Global Business at Cambridge …

Read more

The Wall Street Journal: The surprising secret of India’s success could be its brain drain

For decades, developing country governments have struggled with the “brain drain.” But research co-authored by Jaideep Prabhu at Cambridge Judge Business School …

Read more

Cambridge News: Reverse “brain drain” is not a problem says Cambridge Judge Business School

Concern about a “brain drain” of executives from developing countries who work in mature markets is misplaced, says research co-authored by Jaideep Prabhu, …

Read more

The Economist: Cheap and cheerful

The Economist‘s Schumpeter column looks at the new book Frugal Innovation: How to Do More with Less, by Navi Radjou, Fellow in …

Read more

The Economic Times: Flipkart top seller WS Retail to separate logistics arm Ekart into wholly-owned unit

WS Retail is looking to separate its management and operation functions. Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at …

Read more

Jazz FM: Alpari Business Breakfast with Michael Wilson

Reporter Nick Howard looks at technology and business, in relation to the Consumer Electronics Show now going on in Las Vegas. Jaideep …

Read more

Bookomi: 3 ways… to do frugal innovation

Cambridge Judge Business School’s Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise, and Navi Radjou, business consultant and Fellow in …

Read more

The Economic Times: Imagineering 2015: how India Inc can go frugal this year

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, and Navi Radjou, business consultant and Fellow …

Read more

Harvard Business Review: What frugal innovators do

In their upcoming book Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, and Navi Radjou, business consultant …

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