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Marketing award

Paper on innovative new ventures co-authored by Professor Jaideep Prabhu of Cambridge Judge Business School wins Best Paper on Entrepreneurship award from the American Marketing Association.

Marketing award

Professor Jaideep Prabhu

Professor Jaideep Prabhu

A research paper on innovation in entrepreneurship co-authored by Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business and Enterprise at Cambridge Judge Business School, has won the Gerald E. Hills Award for Best Paper on Entrepreneurial Marketing from the American Marketing Association.

The award goes to a paper published in the previous 10 years that has made a significant impact on marketing and entrepreneurship based on the paper’s “quality, impact, and citations”.

The paper – entitled “The fruits of legitimacy: why some new ventures gain more from innovation than others” – was published in the Journal of Marketing in 2008. It was co-authored by Professor Raghunath Singh Rao, Professor Rajesh K. Chandy, and Professor Jaideep Prabhu.

The award will be acknowledged at an American Marketing Association symposium on marketing and entrepreneurship at the group’s summer conference in Boston in August.

The winning paper examined how new ventures that gain the most from innovation are those that adopt strategies that give them legitimacy in the eyes of stakeholders. It was based on an analysis of stock market gains and products introduced between 1982 and 2002 by all public firms in the US biotechnology industry.