Rajesh K. Chandy's research while affiliated with London Business School and other places

Publications (63)

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Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world-or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not onl...
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Growth and innovation are primary arguments for firms seeking to go public and access resources from the stock market. So it is poignant that going public is, for a majority of firms, associated with a pronounced slump in breakthrough innovation. This paper proposes an actionable, marketing-related explanation for why some firms that go public mana...
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Micro-entrepreneurs represent the most common type of business in the world, and marketing is a primary means by which they earn their livelihoods. They are especially numerous in emerging markets, and many live precarious lives characterized by poverty and potentially devastating exogenous shocks. This paper examines the marketing practices of mic...
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Firms in technology markets often outsource the manufacture of core components – components that are central to product performance and comprise a substantial portion of product costs. Despite the strategic importance of core component outsourcing, there is little empirical evidence (and many conflicting opinions) about its impact on consumer deman...
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This paper examines how innovations involving big data are helping to solve some of the greatest challenges facing the world today. Focusing primarily on the developing world, this paper explores how the large volumes of digital information, increasingly available in these contexts, can help decision-makers better address problems as big as poverty...
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Can innovation among micro-entrepreneurs in South Africa teach global corporations a lesson? Rajesh Chandy, Stephen Anderson-Macdonald and Bilal Zia reckon so
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Much of the growth and much of the change that is happening in the world today is happening in emerging markets. In this article, we offer some evidence to suggest that the changes that are happening in emerging markets today are unprecedented—in scale, scope, and speed—in human history. We highlight some of the opportunities that exist for academi...
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Some emerging-market firms have recently achieved substantial growth in developed markets despite having had little prior experience in these markets. What explains the performance of these firms? Building on the organizational learning literature, the authors argue that indirect learning (i.e., learning from the experience of others) plays a cruci...
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This article examines the concept of employee-based brand equity— the value that a brand provides to a firm through its effects on the attitudes and behaviors of its employees—and empirically demonstrates its significance on executive pay. Executives value being associated with strong brands and, therefore, accept substantially lower pay at firms t...
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A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms’ innovation efforts as the top priority. A workshop of seni...
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Many of us take electric lighting for granted. Flick a switch, and the world is illuminated. For millions of people as the sun sinks below the horizon, their lives disappear into the flickering shadows cast by a kerosene lamp.
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Over the last three decades, mobile telephony has emerged from being technologically possible to globally used in a myriad of recently unimagined ways. Rajesh Chandy and Kamalini Ramdas examine the irresistible creation of the M world.
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What next? Rajesh Chandy and Kamalini Ramdas look to the future role of mobile phones in changing the world and provide a blueprint for what needs to change to make this a reality.
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Crowdsourced reporting initiatives using mobile phones have developed to report incidents of bird flu, corruption, failing infrastructure and governmental inadequacies.
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Diabetes, a condition where a person's blood sugar level is too high because their body is unable to control it properly, is a chronic disease on the increase.
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Southern California. The authors appreciate the help of Brigitte Hopstaken in data collection, Kersi Antia, Joep Arts, Andreas Eisingerich, and Gaia Rubera in data analysis, and the administrative
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Wayne D Hoyer, Rajesh Chandy, Matilda Dorotic, Manfred Krafft and Siddharth S Singh, ‘Consumer cocreation in new product development’, Journal of Service Research 13, no. 3, 2010.
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Corporate acquisitions are a ubiquitous feature of today’s business landscape and a widely used means by which large firms enter new markets. As large acquirers swoop in to acquire firms in new markets, they are almost inevitably met with a chorus of concerns about the potential effects of their actions on the markets they enter. What is the actual...
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Entrepreneurs are often attracted to people and ideas that fall outside normal boundaries. Rajesh Chandy is an expert on entrepreneurship — which may be why his suggested reading list varies greatly from what you might think a typical business school professor might recommend.
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Entrepreneurs have always been heroes in the business world. But, while the world routinely extols people like Richard Branson and Bill Gates, there is a much larger world of entrepreneurship to be found in emerging markets. Rajesh Chandy and Om Narasimhan explain how micro-entrepreneurs may be a major factor in the return of a robust global econom...
Chapter
The following questions concerning typologies of innovation are discussed: a) What types of innovations exist in the literature? b) What key dimensions underlie these varied types of innovation? .We suggest that the many types of innovation described in the literature can be classified along two dimensions: 1) whether the basis of an innovation is...
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Recent discussions in academic literature and the business press often paint an unflattering picture of the contributions of chief marketing officers (CMOs) to the financial value of their firms. Some even suggest that CMOs, despite being the marketing leaders in firms, have little or no effect on firm performance. However, formal empirical researc...
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Do chief marketing officers matter? Some say that CMOs have limited effect on corporate performance and don't add significant value to the firm. D. Eric Boyd, Rajesh Chandy and Marcus Cunha agree that the job in many firms is in great peril, but their research has uncovered why the contributions of some CMOs are invaluable.
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The area of consumer cocreation is in its infancy and many aspects are not well understood. In this article, we outline and discuss a conceptual framework that focuses on the degree of consumer cocreation in new product development (NPD). The authors examine (a) the major stimulators and impediments to this process, (b) the impact of cocreation at...
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This article presents a framework for understanding and revitalizing the important role of conceptual articles in the development of knowledge in the marketing discipline. An analysis of 30 years (1978–2007) of publishing data from major marketing journals indicates that conceptual articles are declining, despite repeated calls for more emphasis on...
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Innovation is critically important in contemporary economies. It is a key driver of the improvement in consumers living standards, the growth and success of firms, and the wealth of nations. Investment in research and development (R&D) is essential for firms and nations to produce innovations and compete for the future. However, in recent years, ob...
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Radical innovation is an important driver of the growth, success, and wealth of firms and nations. Because of its importance, authors across various disciplines have proposed many theories about the drivers of such innovation, including government policy and labor, capital, and culture at the national level. The authors contrast these theories with...
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This article examines rewards to product introduction by new ventures. The authors argue that the new ventures that gain the most from innovation are those that adopt strategies that give them legitimacy in the eyes of stakeholders. New ventures can gain legitimacy by creating associations with established entities; such associations can be interna...
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This article examines rewards to product introduction by new ventures. The authors argue that the new ventures that gain the most from innovation are those that adopt strategies that give them legitimacy in the eyes of stakeholders. New ventures can gain legitimacy by creating associations with established entities; such associations can be interna...
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Radical product innovations are often agents of creative destruction. They threaten to destroy existing market positions, and yet they often yield vast new market opportunities. This article examines how competitors respond to the introduction of radical product innovations. The authors argue that competitive response to radical product innovations...
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Radical product innovations are often agents of creative destruction. They threaten to destroy existing market positions, and yet they often yield vast new market opportunities. This article examines how competitors respond to the introduction of radical product innovations. The authors argue that competitive response to radical product innovations...
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The Advisory Committee on Measuring Innovation in the 21st Century Economy was established by the Secretary of Commerce in September 2006 to recommend ways to improve the measurement of innovation in the economy. In its report, the Advisory Committee outlines its recommendations to the Secretary of Commerce for steps to be taken by the government,...
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How do firms cope with the challenges of disruptive change in their industry? Numerous studies have highlighted that success with any prior technology creates a negative legacy effect for the next radical technological shift. We question the overly pessimistic view of such legacy effects and ask how quickly firms embrace technological breakthroughs...
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The current literature presents a mixed view of top managers, often characterizing them as an impediment to innovation, irrelevant for innovation, or, at best, having an indirect effect on innovation. In contrast, the authors use an attentional perspective to argue that chief executive officers (CEOs) have a positive, direct, and long-term impact o...
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The current literature presents a mixed view of top managers, often characterizing them as an impediment to innovation, irrelevant for innovation, or, at best, having an indirect effect on innovation. In contrast, the authors use an attentional perspective to argue that chief executive officers (CEOs) have a positive, direct, and long-term impact o...
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Corporate acquisitions are strategic actions that loom large in the minds of many senior managers. Despite decades of study, little systematic research exists on a central question: Why do the acquisitions of some firms perform better than those of others? The work that has examined this question has mostly focused on deal-specific variables (i.e.,...
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Radical innovation is an important driver of the growth, success, and wealth of firms and nations. Because of its importance, authors in a variety of disciplines and time periods have addressed this topic. They have proposed many hypotheses about the drivers of innovation in firms across nations, including factors such as religion, geography, numbe...
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The ability to convert inputs into outputs is a critical determinant of success in many fields of endeavor. In this research, the authors study the ability of firms to convert ideas into products, that is, their conversion ability. Specifically, they address the question, Why are some firms better at conversion than others? In contrast to much of t...
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The authors develop a model to decompose the effects of television advertising for a toll-tree referral service, at the hourly level. The model estimates which ad works, when, in which station, and for how long. Results of the analysis show that ads do stimulate direct response, but their effects dissipate very rapidly. Effectiveness and profitabil...
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A common perception in the field of innovation is that large, incumbent firms rarely introduce radical product innovations. Such firms tend to solidify their market positions with relatively incremental innovations. They may even turn away entrepreneurs who come up with radical innovations, though they themselves had such entrepreneurial roots. As...
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The authors study how ad cues attect consuMer behavior in new versus well-established markets. The authors use theoretical insights from consumer information processing to argue that the same ad cues can have different ettects on consumer behavior, depending on whether the market is new or old. The authors then test these hypotheses in the context...
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Most past research has focused on how aggregate advertising works in field settings. However, the information most critical to managers is which ad works, in which medium or vehicle, at what time of the day, at what level of repetition, and for how long. Managers also need to know why a particular ad works in terms of the characteristics (or cues)...
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Gray market activity has become increasingly prevalent. The prevailing wisdom in marketing is to use more severe enforcement to deter gray marketing. However, the certainty and speed of enforcement may also have a bearing on the incidence of violations. This article examines whether and how enforcement deters gray marketing. The results from a fiel...
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The Practice Prize Reports consist of one article with two parts as follows: “Sinha, Ashish, J. Jeffrey Inman, Yantao Wang, Joonwook Park. Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs” and “Tellis, Gerard J., Rajesh K. Chandy, Deborah MacInnis, Pattana Thaivanich. “Modeling the microeffects of televi...
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Do acquisitions increase, decrease, or have no effect on innovation? The empirical research on this question sug-gests that acquisitions may hurt innovation; that is, they may be a "poison pill" for innovation. The authors present an alternative view. For firms that first engage in internal knowledge development, the knowledge-based view the author...
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Do acquisitions increase, decrease, or have no effect on innovation? The empirical research on this question suggests that acquisitions may hurt innovation; that is, they may be a "poison pill" for innovation. The authors present an alternative view. For firms that first engage in internal knowledge development, the knowledge-based view the authors...
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Radical innovations are engines of economic growth and the focus of much academic and practitioner interest, yet some fundamental questions remain unanswered. The authors use theoretical arguments on the risk associated with radical innovations, and the resources needed for them, to answer the following questions on the sources and financial conseq...
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Are dominant firms laggards or leaders at innovation? The answers to this question are conflicting and controversial. In an attempt to resolve conflicting answers to this question, the authors argue that dominance is a multifaceted construct in which individual facets result in differing (and countervailing) propensities to innovate. To identify th...
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Market-based insights are obviously important to corporate strategy practice. Academic researchers who bring market-based insights to corporate strategy research will provide new perspectives on problems that have so far been co-opted by researchers in other fields. They will also face the perils and rewards of innovation. Innovation adoption is un...
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The authors analyze the publications of four major marketing journals on the basis of their diversity relative to each other, against their mission statements, and over time. One important finding is that the journals that make no claim to diversity tend to be quite diverse, while the one that strives to be diverse does not seem to achieve its goal...
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The authors analyze the publications of four major marketing journals on the basis of their diversity relative to each other, against their mission statements, and over time. One important finding is that the journals that make no claim to diversity tend to be quite diverse, while the one that strives to be diverse does not seem to achieve its goal...
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Why are some firms more successful at introducing radical product innovations than others? Following Schumpeter (1942), many researchers have suggested that firm size is the key organizational predictor of radical product innovation. The authors provide an alternate view and argue that one key variable that differentiates firms with strong radical...
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Why are some firms more successful at introducing radical product innovations than others? Following Schumpeter (1942), many researchers have suggested that firm size is the key organizational predictor of radical product innovation. The authors provide an alternate view and argue that one key variable that differentiates firms with strong radical...
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Thesis (Ph. D.)--University of Southern California, 1996. Includes bibliographical references (leaves 63-75).
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We investigate the impact of rivals' incremental product innovation and new advertising on a firm's financial-market value in mature product markets. Our test-bed is the carbonated soft drink market between 1999 and 2003, a period characterized by a near-duopoly between Coca-Cola and Pespi. Empirically, we focus on new incremental product announcem...

Citations

... Based on the theoretical underpinnings of RMT, SET, and SDT, we have developed the conceptual model of BURQ, extending the seminal studies in this domain (e.g., Casidy & Nyadzayo, 2019;Jiang et al., 2016;Palmatier, 2006, Palmatier, 2008Palmatier et al., 2007, Palmatier, Houston, Dant, & Grewal, 2013Ulaga & Eggert, 2006). In developing the context-specific arguments, we have followed high-impact studies in subsistence marketplaces (e.g., Anderson et al., 2021;Chandy, Johar, Moorman, & Roberts, 2021;Viswanathan et al., 2021). The study also examines the mediating role of customer inspiration between BURQ and customer value in subsistence marketplaces following the arguments of Böttger et al. (2017) and Thrash and Elliot (2003). ...
... In a study of a technological product (core components), Viswanathan et al. (2021) found that outsourcing core-components decreases a firm's ability to reach a technological frontier. However, it decreases production costs significantly. ...
... In particular, recent B2B studies have underlined "that providers and customers must build greater agility and flexibility into solution offering" (Bond III et al., 2020, p. 46) to address today's market uncertainty (He and Harris, 2020;Hughes and Rajesh, 2021;Kalaignanam et al., 2021). Embracing the agile marketing principle in the B2B settings means ensuring prompt action, efficient use of resources, and anticipating critical events (Cortez and Johnson, 2020). ...
... The capacity to anticipate customer needs and values is the key to developing innovative products. From the standpoint of the firm, the new product development process involves the identification, development and introduction of innovative products (Yadav et al., 2007). The term "identification" relates to the process of finding new technologies and recognising consumer value. ...
... One notable work in this domain relates to new ventures. Using organizational legitimacy theory, which argues that a new venture must gain legitimacy in the eyes of the stakeholder (Rao, Chandy and Prabhu, 2008), scholars argue that a CMO's ability (education, marketing experience, industry experience, and startup experience) may signal new ventures marketing focus and hence, can affect funding (Homburg et al. 2014). Similarly, in the context of internationalization, scholars have used internalization theory that highlights that the internationalization of a firm is contingent upon the internalization of knowledge from foreign markets; extant literature argues that a CMO can act as a conduit of knowledge, facilitating the internationalization of a firm . ...
... Radical innovation is also better executed by those firms that take this as a strategic priority, hire creative individuals, grow informal projects and create idea markets (Stringer, 2000). Thus, radical innovation capability is a function of capital, labor and organizational culture that shows a willingness to cannibalize assets for a future orientation as well as tolerance for risk (Tellis, Prabhu and Chandy, 2009). ...
... The context or environment of marketing is dynamic and this has spurred organizations to design appropriate strategies and practices (Gadeikiene and Banyte, 2015). In addition, complexity of marketing problems has led to diversity of research methods or approaches used in addressing the problems (Tellis et al., 1999). ...
... As a related factor that could contribute to uncertainty, we identified the perceived novelty of the product. On the one hand, radically new products often provide new benefits that enable consumers to do things that were not possible before the introduction of the product (Chandy and Tellis 1998), while, on the other hand, the realization of such products poses a significant challenge for the entrepreneur (Chan and Parhankangas 2017). Shepherd et al. (2021, p. 15) note that "innovativeness raises the liabilities of newness, which increases the likelihood of failure". ...
... Our analysis identifies long-term orientation as a feature of firms' innovation culture that constitutes an inherent property of BoP innovation capability. As market data is often not readily available in BoP markets (Chandy et al., 2017), companies must independently gather BoP market data in the early stages of innovation development. These efforts are relatively time-consuming and expensive, which delays the returns from BoP innovation projects. ...
... Therefore, even though financial resource disposition may be a market growth limitation, radical innovation projects should be financially supported more readily (Yi et al., 2012) based on potential economic benefits. However, this depends on the company size, type of innovation (Woschke et al., 2017), firm resource-based, and the breadth of products range (Sorescu et al., 2003). ...