Rajesh Chandy

Professor of Marketing; Tony and Maureen Wheeler Chair in Entrepreneurship; Academic Director, Wheeler Institute for Business and Development

PhD (Southern California)

Rajesh Chandy is Professor of Marketing and the Tony and Maureen Wheeler Chair in Entrepreneurship at London Business School, where he is also the Academic Director of the Wheeler Institute for Business and Development. Rajesh’s current research lies at the intersection of business and development. His recent projects have covered the impact of business skills among micro-entrepreneurs in South Africa, novel financing approaches in Ghana, property rights in slums in Egypt, innovation among farmers in India, highways and private education expenditures in India, and using big data for development outcomes.

Chandy is a member of the advisory board of the Journal of Marketing and a Co-Editor of the journal’s special issue on “Better Marketing for a Better World”. He is also co-editor of the Management Science special issue on “Business and Climate Change,” and previously served as an Area Editor for the Entrepreneurship and Innovation area at Management Science. Chandy’s research and publications have received several awards, including the Mahajan Award for Lifetime Contributions to Marketing Strategy Research, the ISMS Gary Lilien Practice Prize for research that contributes most to the practice of marketing, the Journal of Marketing Harold Maynard Award for contributions to marketing theory and thought, the AMA TechSIG Award for the best article on Technology and Innovation (twice), the Gerald E. Hills Award for the Best Paper on Entrepreneurial Marketing, and the Albert Page Award for best professional paper on innovation. He has also received the AMA Early Career Award for contributions to marketing strategy research, and has been named an MSI Young Scholar. Fortune magazine described Chandy’s findings on innovation as "an unorthodox and bracing set of management principles."

During 2006-2008, Chandy served as a member of the US Secretary of Commerce Advisory Committee on Measuring Innovation in the 21st Century Economy. He has provided advisory and executive education services to Carrefour, Novo Nordisk, Nordea, Rabobank, Toshiba, St. Jude Medical, 3M, Philips, Commonwealth Microfinance Limited, American Medical Systems, Deutsche Telekom, Bertelsmann, Hutchinson Technology, Microsoft, Mundipharma, Rexam, Wrigley, GfK, Futuredontics, Telenor, Vodafone, World Economic Forum, and the US and UK governments, among others. He serves as an Independent Director on the board of Laurus Labs Limited, a publicly listed pharmaceutical company.

Chandy received his PhD in 1996 from the University of Southern California. In 2018, he was elected a Fellow of the British Academy.

  • Innovation
  • Entrepreneurship
  • Marketing strategy
  • International business
  • Emerging markets


Introduction to the Special Section on Business and Climate Change

Chandy R; Dowell G; Mayer C; Plambeck E; Serafeim G; Toffel M W; Toktay L B; Weber E

Management Science 2023 Vol 69:12 p 7347-7351

When Bulldozers Loom: Informal Property Rights and Marketing Practice Innovation Among Emerging Market Micro-Entrepreneurs

Hassan M; Prabhu J; Chandy R K; Narasimhan O

Marketing Science 2023 Vol 42:1 p 137-165


Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump

Wies S; Moorman C; Chandy R K

Journal of Marketing 2022 In Press

Reaching for rigor and relevance: better marketing research for a better world

Madan S; Johar G V; Berger J; Chandon P; Chandy R; Hamilton R; John L; Labroo A; Liu P J; Lynch J G; Mazar N; Mead N; Mittal V; Moorman C; Norton M I; Roberts J; Soman D; Viswanathan M; White K

Marketing Letters 2022 In Press


Better marketing for a better world

Chandy R K; Venkataramani Johar G; Moorman C; Roberts J H

Journal of Marketing 2021 Vol 85:3 p 1-9 Editorial

Commentary: Trajectories and twists: perspectives on marketing agility from emerging markets

Hughes N; Chandy R

Journal of Marketing 2021 Vol 85:1 p 59-63

The performance impact of core component outsourcing: insights from the LCD TV industry

Viswanathan M; Mukherji P; Narasimhan O; Chandy R

Journal of Marketing Research 2021 Online first


Pathways to profits : the impact of marketing versus finance skills on business performance

Anderson S J; Chandy R; Zia B

Management Science 2018 Vol 64:12 p 5461-5959


Big data for good: insights from emerging markets

Chandy R; Mukherjee P; Hassan M

Journal of Product Innovation Management 2017 Vol 34:5 p 703-713

So hire me: how diverse experiences increase professional value

Chandy R

London Business School Review 2017


Brand impact – it’s greater for CEOs than customers

Tavassoli N T; Sorescu A; Chandy R

London Business School Review 2015

Indirect learning: How emerging markets firms grow in developed markets

Banerjee S; Prabhu J C; Chandy R K

Journal of Marketing 2015 Vol 79:1 p 10-28

Millions of opportunities : an agenda for research in emerging markets

Chandy R; Narasimhan O

Customer needs and solutions 2015 Vol 2:4 p 251-263


Employee-based brand equity: why firms with strong brands pay their executives less

Tavassoli N T; Sorescu A; Chandy R

Journal of Marketing Research 2014 Vol 51:6 p 676-690

Making your social media strategy work

Chandy R

Business Strategy Review 2014


From zero to ubiquity

Chandy R; Ramdas K

Business Strategy Review 2013 Vol 24:1 p 14-25

Marketing's roles in innovation in business-to-business firms: Status, issues and research agenda

Griffin A; Josephson B W; Lilien G; Wiersema F; Bayus B; Chandy R; Dahan E; Gaskin S; Kohli A; Miller C; Oliva R; Spanjol J

Marketing Letters 2013 Vol 24:4 p 323-337

The M in future

Chandy R; Ramdas K

Business Strategy Review 2013 Vol 24:1 p 30-43


Behemoths at the gate: How incumbents take on acquisitive entrants (and why some do better than others)

Prokriti M; Sorescu A; Prabhu J; Chandy R

Journal of Marketing 2011 Vol 75:5 p 53-70

Inclusive innovation

Chandy R; Narasimhan O

Times of India Higher Education Supplement 2011

Innovation typologies

Chandy R; Prabhu J

in Wiley International Encyclopedia of Marketing 2011 Wiley-Blackwell

Key questions on innovation in the B-to-B context

Tellis G; Chandy R; Prabhu J

In Gary Lilien and Rajdeep Grewal (eds.) Handbook of Business to Business Marketing, Gary Lilien and Rajdeep Grewal (eds.) 2011, Edward Elgar

Research and development

Prabhu J; Chandy R

in Wiley International Encyclopedia of Marketing 2011 Wiley-Blackwell


Consumer co-creation in new product development

Hoyer W; Chandy R; Dorotic M; Krafft M; Singh S S

Journal of Service Research 2010 August Vol 13:3 p 283-296

When do Chief Marketing Officers affect firm value? A customer power explanation

Boyd E; Chandy R; Cunha M

Journal of Marketing Research 2010 Vol 47:6 p 1162-1176


Radical innovation across nations: the pre-eminence of corporate culture

Tellis G J; Prabhu J C; Chandy R

Journal of Marketing 2009 Vol 73:1 p 3-23


Competitive response to radical product innovations

Chandy R; Aboulnasr K; Narasimhan O; Blair E

Journal of Marketing 2008 Vol 72:3 p 94-110

The fruits of legitimacy: Why some new ventures gain more from innovation than others do

Chandy R; Rao R; Prabhu J

Journal of Marketing 2008 Vol 72:4 p 58-75


Managing the future: CEO attention and innovation outcomes

Chandy R; Yadav M; Prabhu J

Journal of Marketing 2007 October Vol 71:4 p 84-101

Why some acquisitions do better than others: product capital as a driver of long term stock returns

Chandy R; Sorescu A; Prabhu J

Journal of Marketing Research 2007 February Vol 44:1 p 57-72


From invention to innovation: conversion ability in product development

Chandy R; Hopstaken B; Narasimhan O; Prabhu J

Journal of Marketing Research 2006 August Vol 43:3 p 494-508


Modeling the microeffects of television advertising: which ad works, when, where,

Tellis G; Chandy R; MacInnis D; Thaivanich P

Marketing Science 2005 Vol 24:3 p 351-366

The impact of acquistions on innovation: poison pill, placebo, or tonic?

Jaideep P; Chandy R; Ellis M

Journal of Marketing 2005 Vol 69:1 p 114-130


Historical research in marketing strategy: method, myths, and promise

Chandy R; Golder P; Tellis G

in Moorman C and Lehmann D eds., Cool tools for assessing marketing strategy performance, Boston, MA: Marketing Science Institute, 2004

Who Introduces More Radical Innovations, and Who Gains More From Them?

Sorescu A; Chandy R; Prabhu J

Marketing Science Institute Report No. 03-118, Cambridge: MA.


Research as innovation: rewards, perils, and guideposts for research and reviews in marketing

Chandy R

Journal of the Academy of Marketing Science 2003 Vol 31:3 p 351-355

Sources and financial consequences of radical innovation: insights from pharmaceuticals

Sorescu A; Chandy R; Jaideep P

Journal of Marketing 2003 Vol 67:4 p 82-102

What will the future bring? dominance, technology expectations and radical innovation

Chandy R; Jaideep P; Antia K

Journal of Marketing 2003 Vol 66:3 p 1-18


What to say when: advertising appeals in evolving markets

Chandy R; Tellis G; MacInnis D; Thaivanich P

Journal of Marketing Research 2001 Vol 38:4 p 399-414


The incumbent's curse? Incumbency, size and radical product innovation

Chandy R; Tellis G

Journal of Marketing 2000 Vol 64:3 p 1-17

Which ad works, when, where and how often? modeling the effects of direct television advertising

Tellis G; Chandy R; Thaivanich P

Journal of Marketing Research 2000 Vol 37:1 p 32-46


In search of diversity: the record of major marketing journals

Tellis G; Chandy R; Ackerman D

Journal of Marketing Research 1999 Vol 36:1 p 120-131


Organizing for radical product innovation: the overlooked role of willingness to cannibalize

Chandy R; Tellis G

Journal of Marketing Research 1998 Vol 35:4 p 474-487


M-Pesa and Nick Hughes

Duke, L; Chandy R

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.