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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…
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.
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 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.
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.
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.
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.
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.
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.
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…
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.
The approach adopted is discursive, critical and conceptual.
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.
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.
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.
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.
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.
Considers why customers resist innovations even though they areconsidered necessary and desirable. Identifies functional barriers suchas usage, value, and risk, and…
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.
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…
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.
The paper comprises personal reflections and historical narrative.
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.
This brief note is the first attempt to document the founding and history of what has become an important institution in the marketing academy.
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…
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.
The institution of an annual series devoted to current and ongoing research in economics and business should be considered one of the notable developments during the…
The institution of an annual series devoted to current and ongoing research in economics and business should be considered one of the notable developments during the period under review. Long standing need for such a reference not withstanding, there has been until this year no systematic attempt to organize a continuing series which concentrated on selected areas of ongoing research, especially adapted to the Jahrbucher format. By facilitating the publication of research papers which are longer than the conventional journal‐length article yet shorter than a monograph, publishing outlets available to scholars in the field have been infinitely expanded. Two years ago, the Royal Economic Society and the Social Science Research Council of Great Britain, developed an experimental series, published by Macmillan, entitled Surveys of Applied Economics. The JAI Press, Greenwich, Conn., has now come out with an annual series, which is expected to fill the gaps in at least seventeen areas of economic theory and business. These are briefly listed below, with pertinent bibliographical citations: Research in Economic Anthropology: An Annual Compilation of Research. Series editor, George Dalton. vol. 1. Sept. 1977‐ $22.00 ISBN 0‐89232‐040‐9; Research in Economic History: An Annual Compilation of Research. Series editor, Paul Uselding. vol. 1. Sept. 1976‐ $22.50 ISBN 0‐89232‐001‐X; Research in Health Economics: An Annual Compilation of Research. Series editor, Richard M. Scheffler. vol. 1. Sept. 1977‐ $22.50 ISBN 0‐89232‐042‐7; Research in Human Capital and Development: An Annual Compilation of Research. Series editor, Ismail Sirageldin. vol. 1. June/July 1977‐ $22.50 ISBN 0‐89232‐019‐2; Research in International Business and Finance: An Annual Compilation of Research. Series editor, Robert G. Hawkins. vol. 1. May/June 1977‐ $23.50 ISBN 0‐89232‐031‐1; Research in Labor Economics: An Annual Compilation of Research. Series editor, Ronald G. Ehrenberg. vol. 1. March 1977‐ $22.50 ISBN 0‐89232‐017‐6; Research in Law and Economics: An Annual Compilation of Research. Series editor, Richard O. Zerbe. vol. 1. Sept. 1977‐ $22.50 ISBN 0‐89232‐028‐1; Research in Marketing: An Annual Compilation in Research. Series editor, Jagdish N. Sheth. vol. 1. June 1977‐ $22.50 ISBN 0‐89232‐041‐9; Research in Philosophy and Technology: An Annual Compilation of Research. Series editor, Paul T. Durbin. vol. 1. March 1977‐ $22.50 ISBN 0‐89232‐022‐2; Research in Political Economy: An Annual Compilation of Research. Series editor, Paul Zarembka. vol. 1. Sept. 1977‐ $22.50 ISBN 0‐89232‐020‐6; Research in Population Economics: An Annual Compilation of Research. Series editor, Julian L. Simon. vol. 1. April 1977‐ $22.50 ISBN 0‐89232‐018‐4; Applications of Management Science. Series editor, Matthew J. Sobel. vol. 1. 1977‐ $22.50. ISBN 0‐89232‐023‐0; Research in Econometrics. Series editor, Dennis J. Aigner. vol. 1. 1977‐ $22.50 ISBN 0‐89232‐039‐7; Research in Experimental Economics. Series editor, Vernon L. Smith. vol. 1. 1977‐ $22.50 ISBN 0‐89232‐030‐3; Research in Finance. Series editor, Haim Levy. vol. 1. 1977‐ $22.50 ISBN 0‐89232‐043‐5; Research in Organizational Behavior. Series editor, Barry Staw. vol. 1. 1977‐ $22.50 ISBN 0‐89232‐045‐1; Research in Public Policy and Management. Series editor, Colin Blaydon. vol. 1. 1977‐ $22.50 ISBN 0‐89232‐044‐3.