Jaideep Prabhu is Professor of Marketing and Director of the Centre for India & Global Business at Judge Business School, University of Cambridge. He has published in and is on the editorial board of leading journals such as the Journal of Marketing. He has appeared in and been profiled by the world media including BBC News24, BBC Radio 4 and Bloomberg BusinessWeek. He has consulted with executives from multinational companies including Bertelsmann, Shell, Vodafone. He is the author of three books.