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The Marketing subject group

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About the subject group

The Marketing group consists of scholars in marketing strategy (Jaideep Prabhu, Eden Yin, Ahmed Khwaja), modelling (Dominique Lauga, Ahmed Khwaja, Shasha Lu) and consumer behaviour (Dominique Lauga, Vincent Mak). Group members work in 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 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 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 the School include Hans Baumgartner (Pennsylvania State University), John Deighton (Harvard), Jan Heide (Wisconsin Madison), Wayne Hoyer (Texas Austin), Ganesh Iyer (Berkeley), Shailendra Jain (Washington), Christine Moorman (Duke), Jinhong Xie (University of Florida), Elie Ofek (Harvard), Bernd Skiera (Goethe University Frankfurt), Gerard Tellis (USC), and Kathleen Vohs (Minnesota).

The group has also been organising an annual marketing research camp every June since 2013. 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, INSEAD, LBS, Michigan, MIT, NYU, Oxford, Penn State, UBC, UNC, USC, Wharton, Wisconsin and Yale. This event has also been 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 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.


  • Khwaja, Ahmed
    Professor of Marketing, Business & Public Enterprise, Head of the Marketing Subject Group
  • Lauga, Dominique
    Professor of Marketing
  • Lu, Shasha
    Associate Professor in Marketing
  • Mak, Vincent
    Professor of Marketing & Decision Sciences, Vice-Dean for Programmes & Research
  • Prabhu, Jaideep
    Jawaharlal Nehru Professor of Indian Business and Enterprise, Director of the Centre for India & Global Business
  • Yin, Eden
    Associate Professor in Marketing, Director of the MPhil in Management Programme

PhD students

Honorary appointments

  • Andaleeb, Syed
    Research Fellow (Visiting)
  • Badgaiyan, Gyanendra
    Fellow (Visiting)
  • Bedi, Satbir
  • Bloomfield, Mark
  • Datta, Munish
    Fellow (Visiting)
  • Deshpande, Ketan
    Fellow (Visiting)
  • Fernandes, Marvin
    Fellow (Visiting)
  • Gates, David
  • Granados Sanchez, Cristian
    Associate (Visiting)
  • Huralikoppi, Santosh
    Fellow (Visiting)
  • Hurth, Victoria
  • KC, Raghabendra
  • Landsman, David
  • Levy, Eric
    Fellow (Visiting)
  • Liechty, John C
    Research Fellow (Visiting)
  • Mehta, Ritchie
    Fellow (Visiting)
  • Mendez-Duron, Rebeca
    Associate (Visiting)
  • Merlo, Omar
  • Orr, David William
    Associate (Visiting)
  • Osta, Elisabetta
    Fellow (Visiting)
  • Patel, Shilen
    Fellow (Visiting)
  • Petersen, Daniel Agerbech
  • Raju, Jagmohan Singh
    Fellow (Visiting)
  • Sanyal, Sanjoy
    Fellow (Visiting)
  • Storisteanu, Daniel
    Associate (Visiting)
  • Sundar, Ranjani
  • Takasaki, Yohsuke
  • Tellis, Gerard
    Research Fellow
  • Wiggins, Liz
    Associate (Visiting)

Publishing output

Members of the group have published in leading marketing, psychology, economics, decision sciences and strategy journals, including Journal of Marketing ResearchManagement ScienceMarketing ScienceJournal of MarketingPNASPsychological ScienceOrganizational Behavior and Human Decision ProcessesJournal of Personality and Social PsychologyJournal of Consumer PsychologyJournal of Econometrics and the RAND Journal of Economics.

Group members also serve on (or have served on) the editorial boards of the editorial boards of Marketing ScienceManagement ScienceJournal of MarketingJournal of the Academy of Marketing ScienceJournal of International MarketingInternational Journal of Research in Marketing and Journal of Management Studies, and on the senior advisory board of the European Journal of Marketing.


Yin, E. and Mahrous, A. (2022) “Covid-19 global pandemic, workplace spirituality and the rise of spirituality-driven organisations in the post-digital era.” Journal of Humanities and Applied Social Sciences (DOI: 10.1108/JHASS-11-2021-0177) (published online Jan 2022)


Fainmesser, I.P., Lauga, D. and Ofek, O. (2021) “Ratings, reviews, and the marketing of new products.” Management Science, 67(11): 7023-7045 (DOI: 10.1287/mnsc.2020.3848)

Prabhu, J. (2021) How should a government be? The new levers of state power. London: Profile Books.

Tse, C.H., Yim, C.K.B., Yin, E., Wan, F. and Jiao, H. (2021) “R&D activities and innovation performance of MNE subsidiaries: the moderating effects of government support and entry mode.” Technological Forecasting and Social Change, 166: 120603 (DOI: 10.1016/j.techfore.2021.120603)

Williamson, P., Guo, B. and Yin, E. (2021) “When can Chinese competitors catch up? Market and capability ladders and their implications for multinationals.” Business Horizons, 64(2): 223-237 (DOI: Yin, E. and Mahrous, A. (2022)10.1016/j.bushor.2020.11.007)


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, 14(3): 419-443 (DOI: 10.1002/sej.1362)

Bao, Y. and Yin, E. (2020) “Global mindset and the performance of Chinese firms.” Frontiers in Management and Business, 1(1): 24-39 (DOI: 10.25082/FMB.2020.01.005)

Bhatti, Y., Prabhu, J. and Harris, M. (2020) “Frugal innovation for today’s and tomorrow’s crises.” Stanford Social Innovation Review, 23 June 2020

Chark, R., Mak, V. and Muthukrishnan, A.V. (2020) “The premium as informational cue in insurance decision making.” Theory and Decision, 88(3): 369-404 (DOI: 10.1007/s11238-019-09732-5)

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, 4(Jul): 702–712 (DOI: 10.1038/s41562-020-0849-2)

Radjou, N. and Prabhu, J. (2020) Do better with less: frugal innovation for sustainable growth. London: Penguin.

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: 101655 (DOI: 10.1016/j.erss.2020.101655)

Wan, F., Williamson, P., Yin, E. and Lei, L. (2020) “Is disruptive innovation in emerging economies different? Evidence from China.” Journal of Engineering and Technology Management, 57: 101590 (DOI: 10.1016/j.jengtecman.2020.101590)

Wang, L., Jin, J.L., Zhou, K.Z., Li, C.B. and Yin. E. (2020) “Does customer participation hurt new product development performance? Customer role, product newness, and conflict.” Journal of Business Research, 109: 246-259 (DOI: 10.1016/j.jbusres.2019.12.013)

Yin, E. (2020) “How far are Chinese brands from leading the world?” FT (Chinese), 3 July 2020

Yin, E. (2020) “How far can Chinese-style management travel in the world?” FT (Chinese), 23 December 2020

Yin, E. (2020) “Promoting the Belt and Road Initiative: a strategic marketing approach.” In: De Cremer, D., McKern, B. and McGuire, J. (eds.) The Belt and Road Initiative: opportunities and challenges of a Chinese economic ambition. London: Sage, pp.344-364

Yin, E. and Phillips, N. (2020) “Understanding value creation in cultural industries: strategies for creating and managing meaning.” Journal of Humanities and Applied Social Sciences, 2(3): 165-180 (DOI: 10.1108/JHASS-04-2020-0053)

Zhou, Y., Lu, S. and Ding, M. (2020) “Contour-as-face framework: a method to preserve privacy and perception.” Journal of Marketing Research, 57(4): 617-639 (DOI: 10.1177/0022243720920256)


Li, K.T., Tang, W., Wu, D., Huang, W., Wu, F., Lee, A., Feng, H., Pan, S.W., Han, L., Mak, V., Yang, L. and Tucker, J.D. (2019) “Pay-it-forward strategy to enhance uptake of dual gonorrhea and chlamydia testing among men who have sex with men in China: a pragmatic, quasi-experimental study.” The Lancet Infectious Diseases, 19(1): 76-82 (DOI: 10.1016/S1473-3099(18)30556-5)

Mak, V., Seale, D.A., Rapoport, A. and Gisches, E.J. (2019) “Voting rules in sequential search by committees: theory and experiments.” Management Science, 65(9): 3949-4450 (DOI: 10.1287/mnsc.2018.3146)

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)

Rapoport, A. and Mak, V. (2019) “Strategic interactions in transportation networks.” In: Donohue, K., Katok, E. and Leider, S. (eds.) The handbook of behavioral operations. Hoboken, NJ: John Wiley & Sons, pp.557-585

Rapoport, A., Qi, H., Mak, V. and Gisches, E.J. (2019) “When a few undermine the whole: a class of social dilemmas in ridesharing.” Journal of Economic Behavior and Organization, 166: 125-137 (DOI: 10.1016/j.jebo.2019.08.015)

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)

Wan, F., Williamson, P. and Yin, E. (2019) “Enabling cost innovation by non-traditional organizational processes: the case of Chinese firms.” Technological Forecasting and Social Change, 139: 352-361 (10.1016/j.techfore.2018.12.003)

Williamson, P.J., Wu, X. and Yin, E. (2019) “Learning from Huawei’s superfluidity.” Ivey Business Journal, May/Jun


Blevins, J.R., Khwaja, A. and Yang, N. (2018) “Firm expansion, size spillovers, and market dominance in retail chain dynamics.” Management Science, 64(9): 3971-4470 (DOI: 10.1287/mnsc.2017.2814) (download a copy)

Gallant, A.R., Hong, H. and Khwaja, A. (2018) “A Bayesian approach to estimation of dynamic models with small and large number of heterogeneous players and latent serially correlated states.” Journal of Econometrics, 203(1): 19-32 (DOI: 10.1016/j.jeconom.2017.04.004)

Gallant, A.R., Hong, H. and Khwaja, A. (2018) “The dynamic spillovers of entry: an application to the generic drug industry.” Management Science, 64(3): 1189-1211 (DOI: 10.1287/mnsc.2016.2648)

KC, R.P., Kunter, M. and Mak, V. (2018) “The influence of a competition on non-competitors.” In: Proceedings of the National Academy of Sciences (PNAS), 115(11): 2716-2721 (DOI: 10.1073/pnas.1717301115)

Mak, V., Rapoport, A. and Gisches, E.J. (2018) “Dynamic pricing decisions and seller-buyer interactions under capacity constraints.” Games, 9(1): 10 (DOI: 10.3390/g9010010)

Mak, V., Seale, D.A., Gisches, E.J., Yang, R., Cheng, M., Moon, M. and Rapoport, A. (2018) “The Braess Paradox and coordination failure in directed networks with mixed externalities.” Production and Operations Management, 27(4): 717-733 (DOI: 10.1111/poms.12827)

Mak, V., Seale, D.A., Gisches, E.J., Rapoport, A., Cheng, M., Moon, M. and Yang, R. (2018) “A network ridesharing experiment with sequential choice of transportation mode.” Theory and Decision, 85(3-4): 407-433 (DOI: 10.1007/s11238-018-9663-y)

Ofek, E., Tao, T., Yin, E. and Dai, N.H. (2018) “Huawei: how can we lead the way?” Harvard Business School Case: N9-518-071.

Spann, M., Zeithammer, R., Bertini, M., Haruvy, E., Jap, S.D., Koenigsberg, O., Mak, V., Popkowski Leszczyc, P., Skiera, B. and Thomas, M. (2018) “Beyond posted prices: the past, present, and future of participative pricing mechanisms.” Customer Needs and Solutions, 5(1-2): 121-136 (DOI: 10.1007/s40547-017-0082-y)

Williamson, P.J., Wu, X. and Yin, E. (2018) “Super-fluidity: creating an organization that flexes with the market [in Chinese].” Harvard Business Review, May: 121-127


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)

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)

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)

Yin, E., Ansari, S. and Akhtar, N. (2017) “Radical innovation, paradigm shift and incumbent’s dilemma: the case of the auto industry.” Future Studies Research Journal, 9(1): 138-148 (DOI: 10.24023/FutureJournal/2175-5825/2017.v9i1.301)

Industry engagement

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 BP, Barclays Bank, BRAC, BT, Cambridge Enterprise, Infosys, the Chartered Management Institute, NESTA, PepsiCo, Pearson, Huawei, and 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 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 and he 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 also 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.

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.

Previous seminars

Easter 2023

The role of “live” in livestreaming markets: evidence using orthogonal random forest
Professor Puneet Manchanda, University of Michigan
12:30-14:00, 20 April 2023
Castle Teaching Room, Cambridge Judge Business School

Lent 2023

Pricing and design of pay-to-win add-ons
Dr Esma Koca, Imperial College Business School
12:30-14:00, 15 March 2023
Castle Teaching Room, Cambridge Judge Business School

Alone, together: a model of social (mis)learning from reviews
Dr Tommaso Bondi, Cornell Tech and Cornell University
11:30-13:00, 17 March 2023
Room W2.01, Cambridge Judge Business School

Michaelmas 2022

Non-parametric estimation of habitual brand loyalty
Professor Jean-Pierre Dube, Chicago Booth
12:00-14:30, 16 September 2022
Room W2.02, Cambridge Judge Business School

Flexible demand estimation with search data
Dr Stephan Seiler, Imperial College London
12:00-14:00, 25 November 2022
Room W2.01, Cambridge Judge Business School

Preventing poverty is everyone’s business
Professor John Liechty, Smeal College of Business
12:30-14:00, 1 December 2022
Castle Teaching Room, Cambridge Judge Business School

Easter 2022

Search prominence in a distribution channel
Dr Yi Zhu, Carlson School of Management, University of Minnesota
12:00-14:30, 22 July 2022
Seminar Room 1, Cambridge Judge Business School

AI transformation: shop-then-ship vs ship-then-shop
Professor Jiwoong Shin, Yale University
12:00-14:30, 16 June 2022
Lecture Theatre 2, Cambridge Judge Business School

Contact us

Get in touch with the subject group via our Administrator, Luke Slater:

[email protected]


There are currently no upcoming Marketing seminars.