Ability in Product Development," with Rajesh Chandy, Brigitte Hopstaken and Om Narasimhan, Journal of Marketing Research, 43(3), August 2006, 494–508. "The Effect of Price Disclosure on Dynamic Shopping Decisions," with Benedict G.C. Dellaert and Vladislav Golunov, Marketing Letters, 16(1), June 2005, 37–52. "Acquisition and Innovation in High-Tech Firms: Poison Pill, Placebo, or Tonic?" with Rajesh Chandy and Mark Ellis, Journal of Marketing, 69(1), January 2005, 114–130. "The Influence of Business Strategy on New Product Activity: The Role of Market Orientation," with Ruud Frambach and Theo Verhallen, International Journal of Research in Marketing, 20(4), December 2003, 377–397. "Sources and Financial Consequences of Radical Innovation: Insights from Pharmaceuticals," with Alina Sorescu and Rajesh Chandy, Journal of Marketing, 67(4), October 2003, 82–102. "On the Relative Importance of Customer Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth," with Chatura Ranaweera, Journal of Targeting, Measurement and Analysis for Marketing, 12(1), September 2003, 82–90. "What Will the Future Bring? Dominance, Technology Expectations, and Radical Product Innovation," with Rajesh Chandy and Kersi Antia, Journal of Marketing, 67(3), July 2003, 1–19. Lead article. "Signaling Strategies in Competitive Interaction: Building Reputations and Hiding the Truth," with David Stewart, Journal of Marketing Research, 38 (1), February 2001, 62–73. Selected awards and honours Runner-up for the Harold H. Maynard Award, 2009. IBM faculty award for research into the impact of new technology on Indian retail, 2009. Winner, AMA TechSIG Award for the Best Article on Technology or Innovation, 2008. Advanced Institute of Management (AIM) Research, Innovation Fellowship, 2007–2009. Runner-up, AMA TechSIG Award for the Best Article on Technology or Innovation, 2007. Winner, AMA TechSIG Award for the Best Article on Technology or Innovation, 2004. Highly Commended Paper Award from the American Marketing Association-Service Special Interest Group, Reims, France, 2003. Frugal Innovation: How to Do More with Less" was published in February 2015 and won the Chartered Management Institute's Management Book of the Year Award 2016 Consultancy Professor Prabhu has consulted with or taught executives from ABN Amro, Bertelsmann AG, Barclays Bank, British Telecom, BP, the UK's Department of Trade and Industry (DTI), EDS, Egg Banking, GE, IBM, ING Group, Laird plc, NHS, Nokia, Oce Copiers, Philips, Roche, Shell, Vodafone, Which? and Xerox among other organisations in Colombia, Finland, Germany, Netherlands, Portugal, Switzerland, UK and US. References Living people Fellows of Clare College, Cambridge Fellows of Fitzwilliam College, Cambridge IIT Delhi alumni University of Southern California alumni