Jaideep PrabhuJaideep Prabhu is Professor of Marketing at the Judge Business School, University of Cambridge and a global leader in research on frugal innovation. He is the author of three best-selling books: Jugaad Innovation (2012), Frugal Innovation (2015), and How Should a Government Be? (2021); is a Fellow of the British Academy; and has been shortlisted for the Thinkers50 award. Read More Read Less