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Article
Publication date: 18 November 2019

Jagdish N. Sheth: reflections of an accidental scholar

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…

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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
DOI: https://doi.org/10.1108/JHRM-01-2019-0001
ISSN: 1755-750X

Keywords

  • Consumer behaviour
  • Relationship marketing
  • Autobiography
  • Accidental scholar
  • Jagdish Sheth
  • John A. Howard
  • Consumer behaviour relationship marketing

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Book part
Publication date: 13 July 2011

A Journey of an Accidental Marketing Scholar

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…

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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
DOI: https://doi.org/10.1108/S1548-6435(2011)0000008011
ISBN: 978-0-85724-897-8

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Book part
Publication date: 1 October 2018

Introduction

Paula Rowe

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Heavy Metal Youth Identities: Researching the Musical Empowerment of Youth Transitions and Psychosocial Wellbeing
Type: Book
DOI: https://doi.org/10.1108/978-1-78756-849-520181001
ISBN: 978-1-78756-849-5

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Book part
Publication date: 1 August 2017

Previous Volume Contents

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Qualitative Consumer Research
Type: Book
DOI: https://doi.org/10.1108/S1548-643520170000014016
ISBN: 978-1-78714-491-0

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Book part
Publication date: 2 September 2014

Previous Volume Contents

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Shopper Marketing and the Role of In-Store Marketing
Type: Book
DOI: https://doi.org/10.1108/S1548-643520140000011012
ISBN: 978-1-78441-001-8

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Book part
Publication date: 13 June 2013

Previous Volume Contents

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Review of Marketing Research
Type: Book
DOI: https://doi.org/10.1108/S1548-6435(2013)0000010014
ISBN: 978-1-78190-761-0

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Book part
Publication date: 3 July 2018

Previous Volume Contents

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Innovation and Strategy
Type: Book
DOI: https://doi.org/10.1108/S1548-643520180000015015
ISBN: 978-1-78754-828-2

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Book part
Publication date: 27 June 2016

Previous Volume Contents

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Marketing in and for a Sustainable Society
Type: Book
DOI: https://doi.org/10.1108/S1548-643520160000013017
ISBN: 978-1-78635-282-8

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Book part
Publication date: 2 May 2015

Previous Volume Contents

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Brand Meaning Management
Type: Book
DOI: https://doi.org/10.1108/S1548-643520150000012021
ISBN: 978-1-78441-932-5

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Book part
Publication date: 25 June 2012

Previous Volume Contents

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Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing
Type: Book
DOI: https://doi.org/10.1108/S1548-6435(2012)0000009012
ISBN: 978-1-78052-913-4

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