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Jaideep Prabhu

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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 an Associate Editor of the Journal of Marketing, Customer Needs and Solutions, and BMJ Innovations. He is on the editorial board of the Journal of Product Innovation Management, the advisory board of Journal of Management Studies and 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, BRAC, 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

  • Shelby Hunt/Harold Maynard Award (for the 2019 paper “Lost in a universe of markets: toward a theory of market scoping for early-stage technologies”, co-authored by Sven Molner and Manjit S. Yadav, Journal of Marketing), 2020
  • Finalist, JM Sheth Foundation Award (for the 2015 paper “Indirect learning: how emerging-market firms grow in developed markets,” co-authored by Sourindra Banerjee and Rajesh K. Chandy, Journal of Marketing), 2020
  • AMA Global Marketing SIG Excellence in Global Marketing Research Award (for the 2009 paper “Radical innovation across nations: the preeminence of corporate culture”, co-authored by Gerard J. Tellis, Rajesh Sethi and K. Chandy, Journal of Marketing), 2019
  • Gerald E. Hills Best Paper Award (for the 2008 paper “The fruits of legitimacy: why some new ventures gain more from innovation than others”, co-authored by R.S. Rao and R.K. Chandy, Journal of Marketing), 2018
  • 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 2015 paper “The antecedents and consequences of affordable value innovations for emerging markets”, co-authored by H. Ernst, H.N. Kahle, A. Dubiel and M. 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 the 2013 paper “The democratizing effects of frugal innovation: implications for inclusive growth and state-building”, co-authored by H.N. Kahle, A. Dubiel and H. Ernst, Journal of Indian Business Research), 2014
  • Runner-up, 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.

Molner, S., Prabhu, J.C. and Yadav, M.S. (2019) “Lost in a universe of markets: toward a theory of market scoping for early-stage technologies.” Journal of Marketing, 83(2): 37-61 (DOI: 10.1177/0022242918813308)

Jachimowicz, 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) 114(21): 5401–5406 (DOI: 10.1073/pnas.1617395114)

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

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): 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

Bocken, N.M.P., Fil, A. and Prabhu, J. (2016) “Scaling up social businesses in developing markets.” Journal of Cleaner Production, 139: 295-308 (DOI: 10.1016/j.jclepro.2016.08.045)

Prabhu, J., Tracey, P. and Hassan, M. (2017) “Marketing to the poor: an institutional model of exchange in emerging markets.” AMS Review, 7(3-4): 101–122 (DOI: 10.1007/s13162-017-0100-0)

Kor, Y.Y., Prabhu, J. and Esposito, M. (2017) “How large food retailers can help solve the food waste crisis.” Harvard Business Review, 19 December 2017

Prabhu, J. (2017) “Frugal innovation: doing more with less for more.” Philosophical Transactions A, 375(2095): 20160372 (DOI: 10.1098/rsta.2016.0372)

Jachimowicz, 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) 114(21): 5401–5406 (DOI: 10.1073/pnas.1617395114)

Molner, S., Prabhu, J.C. and Yadav, M.S. (2019) “Lost in a universe of markets: toward a theory of market scoping for early-stage technologies.” Journal of Marketing, 83(2): 37-61 (DOI: 10.1177/0022242918813308)

Vassallo, J.P., Prabhu, J.C., Banerjee, S. and Voola, R. (2019) “The role of hybrid organizations in scaling social innovations in bottom-of-the-pyramid markets: insights from microfinance in India.” Journal of Product Innovation Management, 36(6): 744-763 (DOI: 10.1111/jpim.12504)

Sunikka-Blank, M., Bardhan, R. Schupp, J., Prabhu, J. and Penz, F. (2020) “Films as source of everyday life and energy use: a case of Indian cinema.” Energy Research and Social Science, 69 (DOI: 10.1016/j.erss.2020.101655) (published online Nov 2020)

Jachimowicz, J.M., Szaszi, B., Lukas, M., Smerdon, D., Prabhu, J. and Weber, E.U. (2020) “Higher economic inequality intensifies the financial hardship of people living in poverty by fraying the community buffer.” Nature Human Behaviour (published online Mar 2020)

Agarwal, N., Chakrabarti, R., Prabhu, J. and Brem, A. (2020) “Managing dilemmas of resource mobilization through Jugaad: a multi-method study of social enterprises in Indian healthcare.” Strategic Entrepreneurship Journal (forthcoming)

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

Film and energy

Using Bollywood films to examine energy and household appliance use across four decades in India. Energy studies are often highly technical. A …

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More with less

Coronavirus pandemic has boosted frugal innovation around the world in both developed and developing countries, says Professor Jaideep Prabhu, in a webinar …

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Case study on off-grid solar lighting wins marketing award

Neil Davey, alumnus of CJBS, wins a marketing award through the case study he co-authored with Professor Jaideep Prabhu on Azuri. Writing …

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Quicker response in a crisis

“Frugal innovation” can help governments respond better to the COVID-19 pandemic, says article co-authored by Professor Jaideep Prabhu in Stanford Social Innovation …

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Food security

Nutrition and education beyond COVID-19 from Professor Jaideep Prabhu. Reducing food waste through innovation can play an important role in eliminating hunger and …

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Post-Brexit Britain (The Cambridge Judge Business Debate podcast series)

What are some of the issues facing Britain post-Brexit? In this episode, joining podcast host Michael Kitson, University Senior Lecturer in International …

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Cycles of poverty

How will income inequality deepen problems during the COVID-19 (coronavirus) crisis? While some are relying on friends and neighbours to help them …

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Marketing award

Paper on early-stage technologies co-authored by Professor Jaideep Prabhu of Cambridge Judge Business School wins marketing theory award from the Journal of …

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Pharma journey

From Greece to Scotland Yard to providing drugs for clinical trials: Cambridge MBA alumna Vanessa Dekou (MBA 2002) built a global pharma …

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Skills (The Cambridge Judge Business Debate podcast series)

What skills are required for the 21st Century, and what is the role for technology and governments? In this episode, joining podcast …

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Handy inclusion

Newly published Handbook of Inclusive Innovation is co-edited by Professor Paul Tracey of Cambridge Judge and includes several contributions from the School. …

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Worship-worthy study

A case study by Cambridge MBA graduate Siling Tan (MBA 2017) on Chinese mobile phone maker Xiaomi’s marketing strategy in India wins …

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InnoFrugal UK – Mark II

The second edition of the InnoFrugal UK conference focused on advancing the circular economy and frugal innovation. Two Cambridge Judge academics, Professor …

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Early-stage technology

Acceptance of market ‘ambiguity’ can lead to successful commercialisation of early-stage technology by identifying partners and broader potential uses, says a new …

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Marketing in the age of big data – what marketers should know

How can marketers keep pace with a demanding retail landscape where consumer desires and expectations are increasingly shaped by technology? Think about …

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Marketing award

Paper on innovative new ventures co-authored by Professor Jaideep Prabhu of Cambridge Judge Business School wins Best Paper on Entrepreneurship award from …

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Circular and frugal

Video thoughts of participants of the inaugural edition of InnoFrugal UK, the UK’s first conference dedicated to the subject of frugal innovation …

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Emerging fast: what’s it like consulting in emerging markets?

They offer rich opportunities – but what’s it really like to consult in a rapidly-growing economy? As the pace of change in …

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Frugal innovation

Professor Jaideep Prabhu says that doing more with less makes sense – whatever your location. On 26 January 2001, an earthquake of …

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Boot repair on a military base

A shoe repair shop on a Dutch military base is a good example of the circular economy and frugal innovation, which will …

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CamFM: Cambridge Zero Climate Talks

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, was recently on CamFM radio discussing activities …

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DD News: Special programme: COVID-19 and the global economy

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, discusses the impact of COVID-19 to global …

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India Today: Five books every student needs to read in lockdown to boost their career success

A book co-authored by Cambridge Judge Business School academics is on the list every student should read during the pandemic according to …

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Phys.org: Poor people experience greater financial hardship in areas where income inequality is greatest

A study co-authored by Jaideep Prabhu, Professor of Marketing at University of Cambridge Judge Business School, explores how income inequality will deepen …

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Financial Times: Why India’s global ambitions require more pursuit of WEF principles

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, discusses the challenges that India faces in aiming to become a major …

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Eastern Eye: Brexit, India’s domestic woes will weigh down bilateral trade

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, comments about the slowdown in the Indian economy. “Whenever there is a …

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East Anglia in Business: ‘Frugal innovation’ isn’t just for developing countries

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, discusses frugal innovation and how large and small companies can benefit from …

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FE News: Shaping the future of education

SHAPE Education recently organised a conference in collaboration with Cambridge Judge Business School to debate what changes in society are going to …

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British Airways Business Life Magazine: Top 100 business ideas

The book “Frugal Innovation”, co-authored by Jaideep Prabhu, Professor of Marketing, and Navi Radjou, Fellow in Marketing at Cambridge Judge Business School, …

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Network Capital Leadership: Interview with Cambridge Professor

An interview with Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, …

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The Hindu Business Line: India can tell the world to ‘Do Better With Less’

Western companies can learn a lot from India, say Professor Jaideep Prabhu and Navi Radjou, co-authors of Do Better With Less – …

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The Economist: Companies can appeal to workers and consumers with liberal messages

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, comments on how young people want to be proud about where they …

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BBC Vietnam: A different approach to life in India

Frugal principles, embedded in people’s everyday life in India, could be beneficial to Western companies as well, says Jaideep Prabhu, Jawaharlal Nehru …

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Cambridge Network: Cambridge Festival of Ideas: how do we secure our food supply in a changing world?

A Cambridge Festival of Ideas event on 16 October will focus on how technology solutions, such as smart-fridges, can improve people’s lives. …

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Cambridge Independent: Should the state control what we eat?

Health and diet will be one of the topics discussed at the Cambridge Festival of Ideas this year. Jaideep Prabhu, Jawaharlal Nehru …

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BBC: India’s ingenious approach to life

Western companies could benefit by adopting frugal principles, says Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business and Enterprise at Cambridge Judge. …

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Canadian Inquirer: Small firms thrive as customers seek more unique clothing

Professor Jaideep Prabhu says the success of companies like Welsh clothing firm Hiut comes from promoting their small size and individuality: “It’s …

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Politics Home: Purpose vs Profit: Are they compatible in 21st century business?

A report co-authored at Cambridge Judge Business School explores why businesses are now more focused on purpose rather than pure profit. The …

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Cambridge Global Food Security: Meet the researcher

An interview with Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge. Jaideep talks …

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BBC Radio 4: Today

Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, talks about frugal innovation and …

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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

j.prabhu@jbs.cam.ac.uk

@JaideepPrabhu