Jagdish N Sheth
Emory University, Goizueta Business school, Faculty Member
- Professor Jagdish Sheth is the Charles H. Kellstadt Professor of Marketing at Emory University Goizueta Business Scho... moreProfessor Jagdish Sheth is the Charles H. Kellstadt Professor of Marketing at Emory University Goizueta Business School.
He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Professor Sheth has over 50 years of combined experience in teaching and research at the University of Southern California, the University of Illinois, Columbia University, MIT, and Emory University.
Throughout his career, Professor Sheth has offered hundreds of presentations in at least 20 countries. He has also provided consulting for numerous companies in the United States, Europe and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Professor Sheth has also served on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited.
Professor Sheth’s accolades include “Outstanding Marketing Educator,” an award presented by the Academy of Marketing Science, and the “Outstanding Educator” award twice-presented by Sales and Marketing Executives International. Professor Sheth is also the recipient of all four top awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award, the Charles Coolidge Parlin Award, the P.D. Converse Award for outstanding contributions to theory in marketing, and the William Wilkie Award for marketing for a better society.
Professor Sheth is a Distinguished Fellow of the Academy of Marketing Science, Fellow of the American Psychological Association (APA), and a recipient of a Distinguished Fellow award from the International Engineering Consortium. He has authored or coauthored several hundreds of articles and several books including Clients for Life, Tectonic Shift, Firms of Endearment, Chindia Rising, The 4 As of Marketing, Breakout Strategies for Emerging Markets, and most recently, The Sustainability Edge.edit
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ABSTRACT Brick and mortar (B&M) retailing is an endangered species as more consumers prefer to shop online. While retailers may die, B&M retailing is here to stay. It has gone through several transformations from the location to... more
ABSTRACT Brick and mortar (B&M) retailing is an endangered species as more consumers prefer to shop online. While retailers may die, B&M retailing is here to stay. It has gone through several transformations from the location to the convenience to the in-store experience advantage. In the post Covid world, B&M retailing will not only survive but also thrive by repositioning from selling merchandise to offering value-added services and from a low-tech to high-tech experience in the store.
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ABSTRACT In the last fifty years, marketing theory and practice has made significant advances toward becoming more scientific and rigorous. This paper reviews significant past developments in marketing strategy, consumer behavior, and... more
ABSTRACT In the last fifty years, marketing theory and practice has made significant advances toward becoming more scientific and rigorous. This paper reviews significant past developments in marketing strategy, consumer behavior, and marketing analytics. The second half of the paper articulates new areas of research in marketing strategy, consumer behavior, and marketing analytics. In the past, techniques were in search of data; in the future data will be in search of techniques including video analytics.
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This article focuses on the impact of digital platforms on international marketing. It describes the evolution of social media and its influence on marketing. After identifying a typology of context for international marketing, the author... more
This article focuses on the impact of digital platforms on international marketing. It describes the evolution of social media and its influence on marketing. After identifying a typology of context for international marketing, the author identifies and describes five dimensions of value creation in marketing: access, affordability, acceptance, awareness, and activation. Finally, this article provides future implications for areas of research in social media and international marketing.
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Multinational corporations addressing low-income consumers in emerging markets face the challenge of designing business models that provide truly beneficial products and services to the poor. Examples of successful cases are scarce, while... more
Multinational corporations addressing low-income consumers in emerging markets face the challenge of designing business models that provide truly beneficial products and services to the poor. Examples of successful cases are scarce, while the literature review provides little help. Guidelines range from a minimum shift from conventional marketing thinking and practice to radically new approaches involving a wide diversity of non-market actors in a variety of settlements. A classification to help researchers and practitioners is needed. The article contributes to the literature on business models to serve low-income consumers in emerging markets by proposing conceptual framework, a 2 × 2 matrix. One axis reflects different perceptions of the low-income consumer’s conditions (opportunity/constraint), and the other axis reflects the diverse approaches to developing business models (bottom-up/top-down). The four resulting cells become the article’s suggested alternative business models....
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Studied the effectiveness of 10 combination attitude measures by analyzing housewife panel members' diary-recorded purchases of Carnation Instant Breakfast and Sego plus measurements of their beliefs about the brands, importance... more
Studied the effectiveness of 10 combination attitude measures by analyzing housewife panel members' diary-recorded purchases of Carnation Instant Breakfast and Sego plus measurements of their beliefs about the brands, importance of these beliefs, overall degree of liking for the brands, and purchase intentions. Results show that multiplicative and additive linkage aggregations of beliefs and importances systematically produce lower correlations with liking and purchase validation measures than when unaggregated.
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Argues that the universal strategy approach practiced by change agents is less efficient and may even result in boomerang effects for planned social change. Based on the concept of attitude–behavior discrepancy, a model of strategy choice... more
Argues that the universal strategy approach practiced by change agents is less efficient and may even result in boomerang effects for planned social change. Based on the concept of attitude–behavior discrepancy, a model of strategy choice is developed that mixes reinforcement, inducement, rationalization, and confrontation strategies. A 2-group discriminant analysis is proposed for quantifying multiattribute attitudes and for estimating population proportions for each strategy in the portfolio. The model is illustrated with a study of carpooling behavior; findings from a survey of 323 carpoolers, 382 solo drivers, and 117 public-transit commuters are discussed in terms of the proposed model.
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Abstract B2B companies, especially in emerging markets, operate in socio-economically and ecologically vulnerable areas. We develop a conceptual model for how they can leverage sustainability to build their corporate reputation and reap... more
Abstract B2B companies, especially in emerging markets, operate in socio-economically and ecologically vulnerable areas. We develop a conceptual model for how they can leverage sustainability to build their corporate reputation and reap both social and financial rewards. In doing so companies change their orientation from being market, customer or even shareholder driven and transcend to being stakeholder driven. To demonstrate this we examine seven case studies of select industrial companies in emerging markets that have adopted the triple bottom line approach. Based on this we recommend a research agenda for B2B brand building on a sustainability marketing platform in emerging markets.
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Research Interests: Business and Product Mix
Page 1. communication booknotes jan/feb 88 19:3 TeIecomroun i cat i ons TELECOMMUNICATIONS SYSTEMS AND SERVICE§ DIRECTORY: Third Edition edited by John Krol ( D etroit : Gale Research, 1988 $285) is a 1,125 page version of the book first... more
Page 1. communication booknotes jan/feb 88 19:3 TeIecomroun i cat i ons TELECOMMUNICATIONS SYSTEMS AND SERVICE§ DIRECTORY: Third Edition edited by John Krol ( D etroit : Gale Research, 1988 $285) is a 1,125 page version of the book first issued in ...
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Post-war advances in technology have changed the concept of marketing management considerably. The core of this change is the shift of emphasis from the firm to the buyer. In this survey article, the author reviews all the important... more
Post-war advances in technology have changed the concept of marketing management considerably. The core of this change is the shift of emphasis from the firm to the buyer. In this survey article, the author reviews all the important approaches to understanding buying behavior and provides an up-to-date bibliography. Two important issues emerge from the review. First, the existing variety of formulations resembles the variety of responses of seven blind men touching different parts of an elephant and making inferences about the animal which necessarily differ from, and occasionally contradict, one another. Second, the theory which attempts to explain the observed phenomenon of buying behavior and the quantitative techniques which provide adequate definitions and measurements have been developed independently of each other to the detriment of the maturity of the discipline.
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Abstract Factor analysis has been traditionally utilized for three broad purposes: First, as a data reduction technique which will hopefully simplify a multivariate situation to a smaller set of dimensions and enable the researcher to... more
Abstract Factor analysis has been traditionally utilized for three broad purposes: First, as a data reduction technique which will hopefully simplify a multivariate situation to a smaller set of dimensions and enable the researcher to utilize data on a large number of variables; second, as an indexing device in which overtly manifested data are transformed to provide the latent or unobservable trait of a phenomenon; finally, as a cluster technique which helps the researcher to classify a variety of observations into a small set of clusters which are also generally ordered. All three approaches have used a common starting point, namely, a matrix of correlations either among the variables (R type factor analysis) or among the observations (Q type factor analysis). In other words, factor analysis has been limited to associative relations. The same technique can be used in functional relations, especially to estimate parameters of all linear and several nonlinear functions. It, therefore, essentially seems to...
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Research Interests: Business, Marketing, Relationship Marketing, Consumer Behavior, Direct Marketing, and 12 moreMarket Segmentation, Social Influence, Marketing Management, Information Processing, Tourism, Perceived Risk, Business and Management, Interactive Marketing, Services Marketing, Social Norm, Information Privacy, and Commercial Services
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Consider the following situation: You have a fixed budget and would like to measure causal relationships in a study involving buyer behavior. How would you go about allocating the budget for this study? This paper outlines two possible... more
Consider the following situation: You have a fixed budget and would like to measure causal relationships in a study involving buyer behavior. How would you go about allocating the budget for this study? This paper outlines two possible research strategies – intensive research and eclectic research. Each strategy utilizes the budget in a different manner. The intensive approach involves allocating the budget to a single study, and the eclectic approach divides the budget among a series of smaller-scale studies that differ markedly from one another. Intensive research is called for when problems of reliability are of utmost concern; eclectic research is called for when problems of construct validity are paramount. Since we believe that problems of construct validity deserve more attention than they currently receive for problems in non-experimental research, we advocate stronger emphasis on eclectic research.
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The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I would like here to clarify the issue rather than take... more
The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I would like here to clarify the issue rather than take sides with one or the other school of thought.
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Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world, and the borderless economy.... more
Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world, and the borderless economy. Proposes ten emerging marketing strategies as the best response: borderless marketing, relationship marketing, policy‐shaping as a fifth “P”, mass customization, anticipatory innovation, customer‐focused quality, trickle‐up marketing, value‐based marketing, coverage marketing and networked marketing.
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... is currently an Assistant Professor of Marketing at San Diego State University. JAGDISH N. SHETH is the Robert E. Brooker Distinguished Professor of Marketing and Research in the Graduate School of Business at the University of... more
... is currently an Assistant Professor of Marketing at San Diego State University. JAGDISH N. SHETH is the Robert E. Brooker Distinguished Professor of Marketing and Research in the Graduate School of Business at the University of Southern California. ASHOK K. GUPTA is an ...
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During the past quarter of a century, Asia has risen to become the world's factory. This trend has, however, coincided with the relative decline in value of manufacturing compared to other value adding activities,... more
During the past quarter of a century, Asia has risen to become the world's factory. This trend has, however, coincided with the relative decline in value of manufacturing compared to other value adding activities, including R&D, design, and branding. This significant “value shift” has eroded the margins of manufacturing firms and sparked considerable interest among executives in Asia to design, brand, and market their own products. To date, though, this transition from being manufacturing oriented to becoming brand owners has largely ...
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The article discusses the importance of word-of-mouth advertising in influencing a buyer's decision in going for a product. The article informs that there are essentially three areas of research, which provide the bulk of the... more
The article discusses the importance of word-of-mouth advertising in influencing a buyer's decision in going for a product. The article informs that there are essentially three areas of research, which provide the bulk of the evidence to support the existence of the ...
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A mathematical model of ride sharing was proposed and tested by using data collected in the Chicago area in 1975. The purpose of the model development was to determine how perceived advantages and disadvantages of ride sharing determine... more
A mathematical model of ride sharing was proposed and tested by using data collected in the Chicago area in 1975. The purpose of the model development was to determine how perceived advantages and disadvantages of ride sharing determine behavioral predispositions toward it. The main conclusions are that (a) demographic and travel characteristics are poor indicators and predictors of the choice between driving alone and ride sharing; (b) the study of attitudes toward ride sharing and driving alone provides answers that are relevant to the question of how to develop ride-sharing stategies; (c) with the exception of individuals having a relatively high socioeconomic status, appeals based on public-interest issues of energy, traffic, and air quality have little chance of changing attitudes toward ride sharing; (d) perceptions of drivers toward time loss and the characteristics of convenience and reliability of ride sharing would need to change before their travel behavior would change and perceptions of economic advantages have a minor role in the determination of behavioral predisposition toward ride sharing; and (3) to override negative perceptions about ride sharing, campaigns should address its positive aspects related to the use of travel time and its convenience and reliability.