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Rajesh Chandy

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

MBA (Oklahoma), PhD (Southern California)

Rajesh Chandy holds the Tony and Maureen Wheeler Chair in Entrepreneurship and is a Professor of Marketing at London Business School.

Chandy’s areas of expertise include innovation, technology management, emerging markets, and marketing strategy. During 2006-2008, he served as a member of the US Secretary of Commerce Advisory Committee on Measuring Innovation in the 21st Century Economy. He serves on the brain trust of the Global Innovation Forum, and has been a member of the American Marketing Association’s Academic Council and its Knowledge Development Coalition.

Chandy’s research and publications have received several awards, including the Journal of Marketing Harold Maynard Award for contributions to marketing theory and thought, the AMA Early Career Award for Contributions to Marketing Strategy, the AMA TechSIG Award for the best article on Technology and Innovation (twice), the MSI Alden Clayton Award for the best dissertation proposal, and the Mary Kay Award for the best marketing dissertation. He has received the AMA Early Career Award for contributions to marketing strategy research, and has been named an MSI Young Scholar.

Chandy is as an Area Editor for the Entrepreneurship and Innovation area at Management Science, and is a current or former member of the editorial boards of the Journal of Marketing Research, Journal of Marketing, IEEE Transactions on Engineering Management, International Journal of Research in Marketing, and Marketing Letters.

Fortune magazine described Chandy’s findings on innovation as "an unorthodox and bracing set of management principles."  He has received a number of teaching awards, including the Outstanding Professor of the Year Award, the Award for Excellence in Teaching, and the Outstanding Faculty Dedication Award. At London Business School, he teaches MBA electives on Entrepreneurship in Emerging Markets, and on Managing and Marketing Innovation. Additionally, he is the faculty director of the executive education course on Market Driving Strategies.

Chandy has provided advisory and executive education services to Toshiba, St. Jude Medical, 3M, Philips, Commonwealth Microfinance Limited, American Medical Systems, Deutsche Telekom, Bertelsmann, Hutchinson Technology, Microsoft, Mundipharma, Rexam, Wrigley, GfK, Futuredontics, Telenor, and the US and UK governments, among others.

Chandy received his PhD in Business Administration in 1996 from the University of Southern California.


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

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

Anderson S J; Chandy R; Zia B

Management Science 2017 Forthcoming

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 JC; Chandy RK

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


Making your social media strategy work

Chandy R

Business Strategy Review 2014

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


The M in future

Chandy R; Ramdas K

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

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


From zero to ubiquity

Chandy R; Ramdas K

Business Strategy Review 2012 Vol 24:1 p 14-25


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

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


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


Radical innovation in firms accross 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


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

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


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 6:1 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

Research Interests

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