Jaideep Prabhu is Jawaharlal Nehru Professor of Indian Business and Enterprise and Director of the Centre for India and Global Business at the Judge Business School, University of Cambridge. He holds a BTech degree from the Indian Institute of Technology, New Delhi, and a PhD from the University of Southern California. His research interests are in marketing, innovation, strategy and international business. His most recent research is on innovation marketing in firms in emerging markets. He is on the editorial board of the Journal of Marketing, the International Journal of Research in Marketing, and the Journal of Management Studies, and he is on the senior advisory board of the European Journal of Marketing. He has consulted for the UK Government's Department of Trade and Industry. He has also taught and consulted with executives from ABN Amro, Bertelsmann AG, British Telecom, ING Bank, Nokia, Philips, Roche, Shell, Vodafone and Xerox among other companies. His work has been profiled in BusinessWeek, MIT Sloan Management Review, The Economist, The Times, The Financial Times, The Economic Times other publications in India, the UK, US and elsewhere.