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Article
Publication date: 22 May 2019

Jagdish Sheth

The aim of this paper is to demonstrate that scholarship is all about challenging the prevailing wisdom by offering an alternative perspective or explanation. Hopefully…

Abstract

Purpose

The aim of this paper is to demonstrate that scholarship is all about challenging the prevailing wisdom by offering an alternative perspective or explanation. Hopefully, the author’s journey of more than 50 years will inspire others to be eclectic and become deep generalists.

Design/methodology/approach

It is an autobiographical evaluation of an accidental scholar. It emphasizes that an educator is more than a scientist or a priest or a public servant. It is all of them. Educators are in the business of making ordinary people extraordinary. They are diamond cutters who are entrusted by society with its rough diamonds to get their brilliance out and make them useful to themselves, the society and the community.

Findings

Over 50 years, marketing has evolved and adapted to the external environment, including technology revolution, changing demographics, global competition and geopolitics. This provides enormous opportunity for the next generation of scholars to establish their own identity in managerial marketing, consumer behavior or marketing analytics.

Practical implications

While publishing in the top journals is both necessary and desirable in the early stages of an academic career, it is also important to make an impact on practitioners by publishing professional books.

Social implications

According to Peter Drucker, there are only two functions of business: innovation and marketing. While innovation is admired by everyone, marketing can also become a positive force for a better world.

Originality/value

Lessons learnt over time from different encounters and circumstances in research, teaching and service are important to document. In the end, according to the author, they are all academic entrepreneurs.

Details

Journal of Historical Research in Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1755-750X

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Book part
Publication date: 13 July 2011

Balaji C. Krishnan and Jagdish N. Sheth

This article attempts to synthesize the contributions of Jagdish Sheth to the discipline. This is done by following the development of the field in various subdisciplines…

Abstract

This article attempts to synthesize the contributions of Jagdish Sheth to the discipline. This is done by following the development of the field in various subdisciplines such that one can observe the impact Sheth's thinking has had on the field. This is the career of an “accidental marketer” who started as a social scientist, got interested in buyer behavior, and made his mark in that field. Noticing similarities between organizational buyer behavior and individual buyer behavior, he ventured into that field too. As a visionary, he started developing theories in international marketing in the seventies, which was a popular area that time. Similarly, he published a handbook on Customer Relationship Marketing and worked in the area before it became a major area of emphasis. As a multifaceted person, he has contributed to the practitioners through books and consulting projects. However, this article focuses mainly on his academic contributions including his research, teaching/mentoring, and his philanthropic activities.

Details

Review of Marketing Research: Special Issue – Marketing Legends
Type: Book
ISBN: 978-0-85724-897-8

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Book part
Publication date: 30 September 2021

Heidi Nicholls

This chapter analyzes the semiotic construction of US claims to sovereignty in Hawai‘i. Building on semiotic theories in sociology and theories within critical Indigenous…

Abstract

This chapter analyzes the semiotic construction of US claims to sovereignty in Hawai‘i. Building on semiotic theories in sociology and theories within critical Indigenous and settler colonial studies, it presents an interpretive analysis of state, military, and academic discursive strategies. The US empire-state attempts to construct colonial narratives of race and sovereignty that rehistoricize the history of Hawaiians and other Indigenous peoples. In order to make claims to sovereignty, settler-colonists construct narratives that build upon false claims to superiority, advancement, and discovery. Colonial resignification is a process by which signs and symbols of Indigenous communities are conscripted into the myths of empire that maintain such sovereign claims. Yet, for this reason, colonial resignification can be undone through reclaiming such signs and symbols from their use within colonial metanarratives. In this case, efforts toward decolonial resignification enacted alternative metanarratives of peoples' relationships to place. This “flip side” of the synecdoche is a process that unravels the ties that bind layered myths by providing new answers to questions that underpin settler colonial sovereignty.

Details

Global Historical Sociology of Race and Racism
Type: Book
ISBN: 978-1-80117-219-6

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Book part
Publication date: 1 October 2018

Paula Rowe

Abstract

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Heavy Metal Youth Identities: Researching the Musical Empowerment of Youth Transitions and Psychosocial Wellbeing
Type: Book
ISBN: 978-1-78756-849-5

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Book part
Publication date: 1 August 2017

Abstract

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Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

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Book part
Publication date: 2 September 2014

Abstract

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Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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Book part
Publication date: 13 June 2013

Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-1-78190-761-0

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Book part
Publication date: 3 July 2018

Abstract

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Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

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Book part
Publication date: 27 June 2016

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Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

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Book part
Publication date: 2 May 2015

Abstract

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Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

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