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Marketing award

Paper on early-stage technologies co-authored by Professor Jaideep Prabhu of Cambridge Judge Business School wins marketing theory award from the Journal of Marketing.

Jaideep Prabhu

A paper co-authored by Professor of Marketing Jaideep Prabhu of Cambridge Judge Business School on identification of market spaces for early-stage technologies was honoured as the 2019 article in the Journal of Marketing that made the “most significant contribution to marketing theory”.

The article entitled “Lost in a universe of markets: toward a theory of market scoping for early-stage technologies” won the Shelby D. Hunt/Harold H. Maynard Award from the journal.

The paper, which found that managers’ acceptance of “market ambiguity” can help discover indirect paths to viable market spaces, was cited by the awards committee for providing “an innovative investigation of market scoping for early-stage technologies, a fundamental, yet underexplored, marketing activity”.

Dr Allègre Hadida
Dr Allègre Hadida

A paper on “The temporary marketing organization” co-authored by Dr Allègre Hadida, University Senior Lecturer on Strategy at Cambridge Judge, was one of three other finalists in the marketing theory award category of the Journal of Marketing.

In another category, a paper co-authored by Professor Jaideep Prabhu on “Indirect learning: how emerging-market firms grow in developed markets” was a finalist for the Sheth Foundation/Journal of Marketing Award, which honours articles published in the Journal of Marketing in 2015 that have made the most important long-term contributions over the years since publication.