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Jaideep Prabhu

Visiting Faculty of Entrepreneurship, Ashoka University

Ph.D. University of Southern California

Jaideep Prabhu is a Professor of Marketing and Jawaharlal Nehru Professor of Indian Business at Judge Business School, University of Cambridge. He has a PhD in Business Administration from the University of Southern California and a BTech from the Indian Institute of Technology, Delhi. He has published in leading academic journals and his work has been profiled by the BBC, Bloomberg BusinessWeek, The Economist, The Financial Times, Le Monde, The New York Times, and The Times. He is the co-author of Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth, described by The Economist as “the most comprehensive book yet” on the subject of frugal innovation. His 2015 book Frugal Innovation: How to do Better with Less with Navi Radjou won the CMI’s Management Book of the Year Award 2016. His most recent book How Should a Government Be: The New Levers of State Power was published in February 2021. He was elected a Fellow of the British Academy in 2023.

  • “Biocultural Innovation: Innovating at the Intersection of the Biosphere and Ethnosphere,” with Vassallo, Jarrod P., and Sourindra Banerjee. Journal of Product Innovation Management, March 2023.
  • “Design Thinking and Public Sector Innovation: The Divergent Effects of Risk-taking, Cognitive Empathy and Emotional Empathy on Individual Performance,” with Jarrod P. Vassallo, Sourindra Banerjee, and Hasanuzzaman Zaman. Research Policy, 52(6), https://doi.org/10.1016/j.respol.2023.104768.
  • “When Bulldozers Loom: Informal Property Rights and Marketing Practice Innovation Among Emerging Market Micro-entrepreneurs,” with Hassan, Magda, Rajesh Chandy, and Om Narasimhan. Marketing Science, December 2022.
  • “Films as Source of Everyday Life and Energy Use: A case of Indian cinema,” with Sunikka-Blank, Minna, Ronita Bardhan, Janina Schupp, and Francois Penz. Energy Research & Social Science, 69 (2020): 101655, 2020.
  • “Managing Dilemmas of Resource Mobilization Through Jugaad: A Multi‐method Study of Social Enterprises in Indian Healthcare,” with Agarwal, Nivedita, Ronika Chakrabarti, and Alexander Brem. Strategic Entrepreneurship Journal, 2020, 14(3), 419-443.
  • “Higher Economic Inequality Intensifies the Financial Hardship of People Living in Poverty by Fraying the Community Buffer,” with Jon Jachimowicz, B. Szaszi, M. Lukas, D. Smerdon, and Elke Weber, 2020, Nature Human Behaviour, 4(7), 702-712.
  • “The Role of Hybrid Organizations in Scaling Social Innovations in Bottom-of-the-Pyramid Markets: Insights from Microfinance in India,” with Jarrod Vassallo, Sourindra Banerjee and Ranjit Voola, Journal of Product Innovation Management, 2019, DOI: 10.1111/jpim.12504.
  • “Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies,” with Sven Molner and Manjit S. Yadav, Journal of Marketing, 2018, 83(2), 37-61.
  • “Frugal innovation: doing more with less for more,” Philosophical Transactions of the Royal Society A, 375: 20160372. http://dx.doi.org/10.1098/rsta.2016.0372.
  • “Community trust reduces myopic decisions of low-income individuals,” with Jon Jachimowicz, Salah Chafik, Sabeth Munrat, and Elke Weber, Proceedings of the National Academy of Sciences, 2017, 114 (21), 5401-5406.

Fellow of the British Academy

Study at Ashoka

Study at Ashoka

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