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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

  • Gerald E. Hills Best Paper Award (for 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), 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 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), 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 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), 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.

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

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)

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)

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

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? Ahead of …

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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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Leading strategic projects successfully: emerging insights

How do business leaders deal with the challenges around uncertainty, transformation, risk, complexity and challenging stakeholders? These are just some of the …

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Bloodstream publication

Article on bloodstream infection among cancer patients co-authored by Tata Social Internship student is published in microbiology journal. An article about bloodstream …

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Reducing food waste

Better collaboration with farmers, processors and consumers could help retailers reduce the huge amount of wasted food, says Harvard Business Review article …

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India focus for Executive Education

The Director of the Executive Education division of Cambridge Judge, Dr Kishore Sengupta, visits India this week to discuss a new online …

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Consulting on Bangladeshi land-related services

A team of Cambridge MBA students worked with BRAC, the world’s largest NGO, on a plan to scale up land-related services for …

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How ‘frugal innovation’ can fight off inequality

Inequality is the defining social, political and economic phenomenon of our time. Just one per cent of the world’s population now holds …

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Affordable value innovation

For multinationals, the real prize in developing countries is in ‘good enough’ rather than high-end products, which can be very profitable, says …

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Alleviating poverty through trust

‘Myopic’ decision-making by those on low-incomes creates a vicious cycle of poverty, but a new study co-authored at Cambridge Judge Business School …

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A social media guide for introverts

Think your introverted nature means you can’t use social media? Think again, in the view of two Cambridge Judge marketing faculty. People …

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Choosing an MBA programme: here’s what to look for

Tomorrow’s MBA students won’t stand for today’s learning experience. So when it comes to choosing a programme, what are the must-haves? Technology …

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The digital revolution in public services

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, writes on how to do more with less for more. Over four …

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Helping social businesses to grow

Study by University of Cambridge researchers identifies four strategies and two key methods for scaling up social businesses in developing countries in …

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Then? Silicon Valley. Now? Bangalore

Indian startups are twice as likely to be worth $1bn than UK ones. This is their secret. It’s been ten years since …

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Faculty news update

A regular update on articles, awards and other developments involving Cambridge Judge Business School faculty and fellows. Article on scaling up inclusive …

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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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Wired: 15 top thinkers on innovations that will most change our lives by 2050

Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge, comments on the implications of …

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Cambridge Alumni Magazine: Frugal innovation

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, discusses the topic of frugal innovation – the concept that was born …

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Financial Times: How upstarts drive progress at Honda

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, discusses how CEOs can communicate a change in strategy. “Ideally, the CEOs …

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Hindustan Times: Hay Festival 2018

Around 600 writers, innovators and policy makers will be attending this year’s Hay Festival from 24 May to 3 June. Jaideep Prabhu, …

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The Future Leadership Institute: Reducing food waste

Better collaboration with farmers, processors and consumers could help retailers reduce the huge amount of wasted food, says Harvard Business Review article …

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SmartBrief on Sustainability: Retailers can take strategic steps to reduce food waste

Supermarket chains and other major food retailers can help address the problem of food waste by adopting a strategy based on four …

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Harvard Business Review: How large food retailers can help solve the food waste crisis

A four-pronged strategy could help food retailers reduce the huge amount of food that is wasted each year, says an article co-authored …

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FoodBusiness360: Big grocery chains can do a lot to reduce food waste

Three business and management scholars writing in the Harvard Business Review suggest several ways large food retailers – Kroger, Sainsbury’s, Tesco, Carrefour, …

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Global Finance: Reforms give a major boost to banking business

The World Bank’s 2018 edition of its Ease of Doing Business index placed India in 100th place, up by 30 from last …

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BBC: The non-stop problem solver who loves to invent

“I like to make [people] a little more comfortable with themselves, or a little independent,” says Uddhab Bharali who over 30 years …

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Forbes: If Twitter offers you 280 characters just say no

An article on Twitter’s plan for a higher character limit says Twitter’s “original constraint” is akin to what frugal innovation stands for …

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BBC World Service: The secrets of jugaad

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business and Enterprise at Cambridge Judge Business School, discusses jugaad innovation and how it can …

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The Guardian: Trump clips Britain’s wings as Tories put faith in free-trade deals

Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, discusses the possibility of the UK having …

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Cambridge Network: Cambridge Festival of Ideas: India uncovered

This year’s Cambridge Festival of Ideas, which runs 16-29 October, will feature India in many events as the country celebrates 70 years …

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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

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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