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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

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

Keywords

Article
Publication date: 14 November 2016

Philip J. Kitchen and Jagdish N. Sheth

The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and…

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Abstract

Purpose

The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context.

Design/methodology/approach

The approach adopted is discursive, critical and conceptual.

Findings

Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident.

Research limitations/implications

The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory.

Practical implications

Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process.

Social implications

Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature.

Originality/value

Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 13 July 2021

Jagdish N. Sheth

654

Abstract

Details

International Marketing Review, vol. 38 no. 4
Type: Research Article
ISSN: 0265-1335

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

Article
Publication date: 24 August 2022

Jagdish N. Sheth, Varsha Jain, Gourav Roy and Amrita Chakraborty

Artificial intelligence (AI) is used by banking services primarily to automate systems; however, this ecosystem does not work in emerging markets because human…

Abstract

Purpose

Artificial intelligence (AI) is used by banking services primarily to automate systems; however, this ecosystem does not work in emerging markets because human intervention is needed, and there are concerns related to infrastructure. There is plenty of research on AI-mediated banking services, but the existing discussions are cumbersome, and studies on AI's service features in banking for emerging markets are limited. Furthermore, the ongoing discussions are centred on developed markets where automation in banking services is noteworthy and accepted. Through this paper, the authors emphasise the relevance of AI mediation in emerging markets and the possible role of strategising AI in banking services for personalised experiences.

Design/methodology/approach

The authors' article followed an exploratory, inductive approach through in-depth interviews and thematic analysis. In total, 36 financial experts were interviewed, and the relevant perspectives were analysed to develop the research process and framework for a personalised banking experience.

Findings

The authors' paper introduced five key themes and presented those themes accordingly. The first theme details the importance of AI-mediated banking and the skills necessary for operational capacity. The second theme is on the relevance of AI-mediated banking awareness amongst users. The third is about channelling the importance of AI-driven interfaces through managers and employees. Fourth, the authors emphasised the relevance of human intervention due to users' demographic patterns. The fifth theme led to a discussion on personalised AI-mediated banking services.

Research limitations/implications

The authors recommend that managers understand the relevance of quality service amongst users. The authors' paper discusses the relevance of AI and human intervention in banking services; however, the process for seamless, personalised banking experiences is not provided. Thus, this paper encourages managers to build a banking ecosystem that delivers a seamless banking experience through AI.

Originality/value

The authors' paper highlights the importance of human intervention in AI-driven banking by introducing personalised service experience elements and highlighting the role of customer experience in AI-driven banking services in emerging markets.

Details

International Journal of Bank Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 28 December 2021

Jagdish N. Sheth

The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the…

Abstract

Purpose

The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation.

Design/methodology/approach

It is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).

Findings

Using TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.

Originality/value

This is an original paper written specifically for the special issue on the post-pandemic shock.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 1 February 1989

S. Ram and Jagdish N. Sheth

Considers why customers resist innovations even though they areconsidered necessary and desirable. Identifies functional barriers suchas usage, value, and risk, and…

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Abstract

Considers why customers resist innovations even though they are considered necessary and desirable. Identifies functional barriers such as usage, value, and risk, and psychological barriers such as tradition and image. Concludes that successful innovation lies not in bowing down to consumer resistance, but in understanding the causes and developing a marketing strategy to attack them.

Details

Journal of Consumer Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 3 May 2011

William Lazer and Peter D. Bennett

The purpose of this paper is to describe the founding and impact of the American Marketing Association (AMA) Doctoral Consortium and to give credit to those responsible…

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Abstract

Purpose

The purpose of this paper is to describe the founding and impact of the American Marketing Association (AMA) Doctoral Consortium and to give credit to those responsible for developing this very successful academic program.

Design/methodology/approach

The paper comprises personal reflections and historical narrative.

Findings

The founding of the AMA Doctoral Consortium was led by Thomas Stoudt and was later ensured continuity through the support of Jagdish Sheth. The Consortium went through two markedly different eras. Similarities and differences between the early consortia from 1966 through the mid‐1970s and those since the mid‐1970s are presented to give a sense of how the Consortium has changed over its 45‐year history.

Originality/value

This brief note is the first attempt to document the founding and history of what has become an important institution in the marketing academy.

Details

Journal of Historical Research in Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

Book part
Publication date: 3 December 2018

Jaqueline Pels and Jagdish N. Sheth

This chapter adopts the midrange theories schema to expand Pels and Sheth (2017) matrix on business models to serve the low-income consumers (LIC): market adaptation…

Abstract

This chapter adopts the midrange theories schema to expand Pels and Sheth (2017) matrix on business models to serve the low-income consumers (LIC): market adaptation, mission focus, radical innovation, and inclusive ecosystems. To this end, it identifies the underlying general business theories (systems theory and neo-classical economics) and ontological theories (positivism and interpretivist) nested in each of the matrix’s four cells.

Understanding the general theories from which concepts and guidelines are drawn allows a two-way contribution. On one hand, it comprehends which other concepts can be integrated into the LIC literature. Alternatively, it highlights what insights generated from the study of the LIC markets bring to these theories.

Details

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets
Type: Book
ISBN: 978-1-78714-556-6

Keywords

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