The Marketing subject group

Marketing strategy, modelling and consumer behaviour 

The Marketing group consists of scholars from each of the 3 sub-fields of marketing:  

  • marketing strategy 
  • modelling  
  • consumer behaviour. 

Our group is international, with members from China, France, Hong Kong, India and the US. Members have extensive research networks with academics from other leading institutions throughout North America and the rest of the world.  

The Business School enjoys frequent visits from world-class scholars and has the resources to invite leading scholars to spend between one and three months working with faculty on research projects.

The Business School enjoys frequent visits from world-class scholars and has the resources to invite leading scholars to spend between one and three months working with faculty on research projects. Previous visiting professors who have spent a month or more at Cambridge Judge include:  

  • Hans Baumgartner (Pennsylvania State University) 
  • John Deighton (Harvard) 
  • Peter Golder (Dartmouth) 
  • Jan Heide (Wisconsin Madison) 
  • Wayne Hoyer (Texas Austin) 
  • Ganesh Iyer (UC Berkeley) 
  • Shailendra Jain (Washington) 
  • Puneet Manchanda (Michigan) 
  • Christine Moorman (Duke) 
  • Vishal Narayan (NUS) 
  • Elie Ofek (Harvard) 
  • Vithala Rao (Cornell) 
  • Jiwoong Shin (Yale) 
  • Bernd Skiera (Goethe University Frankfurt) 
  • Gerard Tellis (USC) 
  • Kathleen Vohs (Minnesota) 
  • Jinhong Xie (University of Florida) 
Marketing concept.

Key research and teaching areas 

Group members work in key areas as diverse as:  

  • Marketing and innovation in emerging markets
  • Experimental economics
  • Econometrics
  • Game theory and industrial organisation
  • Innovation
  • Unstructured and big data
  • Social identity and consumption behaviour
  • Behavioural decision-making 

The research agenda of the group is stimulated by regular contact with senior personnel of regional, national and international organisations such as BP, Barclays Bank, BRAC, BT, Cambridge Enterprise, Infosys, NESTA, PepsiCo, Pearson, Huawei, and various parts of the UK and Indian governments, among others.

Marketing research camp

The group has also been organising an annual marketing research camp every June since 2013. This event is well attended by academics from major universities in the UK such as LBS, Oxford, Durham, Imperial, Warwick, Leeds, Bath, Cardiff and Cass Business School. The research camp has become a high profile research event which attracts top scholars in the field from all over the world.

Past speakers have included leading academics from:

  • Fudan
  • Harvard
  • Hong Kong (HKUST)
  • Imperial College
  • LBS
  • Michigan
  • Minnesota
  • MIT
  • NYU
  • Oxford
  • Penn State
  • UBC
  • UNC
  • USC
  • Wharton
  • Wisconsin
  • Yale.


Faculty members of the Marketing subject group teach on the MBA and EMBA and other masters and executive education programmes.  


Meet our members including faculty, PhD students and honorary appointees. 


Honorary appointments

PhD students

Soniya Gupta-Rawal

PhD candidate

BCom (Shri Ram College of Commerce), MCom (Delhi School of Economics), MPhil (University of Cambridge)

Kriti Raheja

PhD candidate

MPhil (University of Cambridge)

Sonal Srivastava

PhD candidate

Chung-Ting (Francesco) Wang

PhD candidate

MPhil (University of Cambridge)

Liang Zhao

PhD candidate

BSc (Hong Kong University of Science and Technology), MPhil (University of Cambridge)

Publishing output

Editorial boards

Members of the Marketing group have published in leading marketing, psychology, economics, decision sciences and strategy journals, including:  

  • Journal of Marketing Research 
  • Management Science 
  • Marketing Science 
  • Journal of Marketing 
  • PNAS 
  • Psychological Science 
  • Organizational Behaviour and Human Decision Processes 
  • Journal of Personality and Social Psychology 
  • Journal of Consumer Psychology, 
  • Journal of Econometrics  
  • RAND Journal of Economics. 

Peer reviews

Group members also serve on (or have served on) the editorial boards of:  

  • Marketing Science 
  • Management Science 
  • Journal of Marketing (Area Editor) 
  • Journal of the Academy of Marketing Science 
  • Journal of International Marketing 
  • International Journal of Research in Marketing  
  • Journal of Management Studies 
  • a the European Journal of Marketing (Senior Advisory Board). 

Selected publications

Industry and policy engagement 

Regional, national and international organisations

Members of the Marketing Subject Group interact frequently with organisations from the business, third and public sectors. In the last decade, the research agenda of the group has been stimulated by regular contact with senior personnel of regional, national and international organisations such as: 

  • Accenture 
  • BP 
  • Barclays Bank 
  • BRAC 
  • BT 
  • Cambridge Enterprise 
  • Chartered Management Institute  
  • Gousto 
  • Huawei  
  • Infosys 
  • NESTA 
  • PepsiCo 
  • Pearson 
  • Unilever 
  • various parts of the UK and Indian governments, among others. 

Recent and current examples of engagement projects from the group include: 

  • Professor Jaideep Prabhu worked with the Chartered Management Institute to study purpose in organisations and NESTA to study the relationship between purpose and innovation. He has also acted as the methodology adviser to Ignitho Technologies and has advised several organisations on frugal innovation. 
  • Professor Ahmed Khwaja, together with PhD student Sonal Srivastava [link] and Professor Jaideep Prabhu, is working on a project with Gousto to understand the online food ordering habits of individuals and their implications for consumers, businesses and policymakers in encouraging the evolution of healthier eating patterns. Previously, he looked at the effect of employee engagement on customer satisfaction and customer retention, by looking at the data of a large car rental company. Prodessor Khwaja also worked on a project about beverage consumption decisions using the data of a multinational corporation, to understand how to best guide consumers to make healthier choices. He has done work on topics of interest to public policy that has been funded by institutions like the NIH and Robert Wood Johnson Foundation. 
  • Professor Vincent Mak worked on a project on “pay what you want systems” with a zoo in Germany, to help them understand the best way to implement these systems. Additionally, he recently started a research project with a precision medicine startup to investigate the productivity of gig workers in response to communication of ESG (environmental, social, and governance) practices. 
  • Dr Eden Yin is working on several projects with Chinese businesses, helping them with their globalisation and branding strategies. 

Collaboration with BRAC

An example of deep engagement involving members of the marketing group is the long-term collaboration with BRAC, one of the world’s largest NGOs.  

The Founder and Chairperson of BRAC, Sir Fazle Hasan Abed, visited Cambridge Judge Business School (CJBS) in 2013 to speak to our students and meet with faculty. During his visit, he signed a Memorandum of Understanding (MoU) with CJBS that committed the two organisations to working together on research and engagement over the long run.  

This MoU has resulted in five years of sustained engagement between faculty and students of CJBS and various divisions of BRAC. For instance, Professor Jaideep Prabhu has supervised two PhD students, Toby Norman and Jarrod Vassallo, who have worked on BRAC programmes in social enterprise and microfinance. Groups of MBA students have also worked on BRAC projects and Professor Prabhu has spoken at the annual Frugal Innovation Forum organised by BRAC in 2014, 2015 and 2016. 

Research seminars

There are no upcoming research seminars. Please check back again later.

Easter term 2023

20 April 2023 | 12:30-14:00, Castle Teaching Room, Cambridge Judge Business School

The role of “live” in livestreaming markets: evidence using orthogonal random forest

Professor Puneet Manchanda, University of Michigan

Lent term 2022

15 March 2023 | 12:30-14:00, Castle Teaching Room, Cambridge Judge Business School

Pricing and design of pay-to-win add-ons

Dr Esma Koca, Imperial College Business School

17 March 2023 | 11:30-13:00, Room W2.01, Cambridge Judge Business School

Alone, together: a model of social (mis)learning from reviews

Dr Tommaso Bondi, Cornell Tech and Cornell University

Easter term 2022

16 June 2022 | 12:00-14:30, Lecture Theatre 2, Cambridge Judge Business School

AI transformation: shop-then-ship vs ship-then-shop

Professor Jiwoong Shin, Yale University

22 July 2022 | 12:00-14:30, Seminar Room 1, Cambridge Judge Business School

Search prominence in a distribution channel

Dr Yi Zhu, Carlson School of Management, University of Minnesota

Michaelmas term 2022

16 September 2022 | 12:00-14:30, Room W2.02, Cambridge Judge Business School

Non-parametric estimation of habitual brand loyalty

Professor Jean-Pierre Dube, Chicago Booth

25 November 2022 | 12:00-14:00, Room W2.01, Cambridge Judge Business School

Flexible demand estimation with search data

Dr Stephan Seiler, Imperial College London

1 December 2022 | 12:30-14:00, Castle Teaching Room, Cambridge Judge Business School

Preventing poverty is everyone’s business

Professor John Liechty, Smeal College of Business