An article on ‘indirect learning’ abroad by firms in developing markets co-authored by Professor Jaideep Prabhu of Cambridge Judge wins global marketing award from the American Marketing Association.
An article about firms in developing markets co-authored by Professor Jaideep Prabhu of Cambridge Judge Business School was named winner of the 2022 Excellence in Global Marketing Research Award by the American Marketing Association.
The article outlined how concern over a “brain drain” of executives from developing countries who work in mature markets is misplaced, because such “indirect” learning abroad is critical to how those companies fare in more developed markets.
The award by the AMA’s Global Marketing Special Interest Group “recognises an outstanding article published in a widely recognised and highly respected refereed journal that has made a significant contribution to the literature on global marketing in the previous ten years,” the journal said.
The award will be presented at the 2022 AMA Global Marketing Conference in Crete.
The winning article – entitled “Indirect Learning: How Emerging-Market Firms Grow in Developed Markets” – was published in the Journal of Marketing in 2015, and was featured that year in an article in The Wall Street Journal.