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Jagdish N. Sheth - Emory University, Goizueta Business School. Atlanta, GA, US

Jagdish N. Sheth

Charles H. Kellstadt Chaired Professor of Business | Emory University, Goizueta Business School


Globally known for his scholarly contributions in consumer psychology, competitive strategy, and geopolitical analysis




India’s Road to Transformation: Why Leadership Matters loading image


Dr. Jagdish Sheth, Professor of Marketing at Emory University Jagdish Sheth International Conference on Science and Jain Philosophy Speech Why 'Make in India' Makes Sense Beyond Jugaad - Dr. Jagdish Sheth on Innovation




Jagdish N. Sheth, Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He has over 60 years of combined experience in teaching and research at the University of Southern California (USC), University of Illinois at Urbana-Champaign (UIUC), Columbia University, MIT, and Emory.

He is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is also a Fellow of the Academy of International Business (AIB); Fellow of the Association of Consumer Research (ACR); Fellow of the American Psychological Association (APA); Fellow of the American Marketing Association (AMA); Distinguished Fellow of the Academy of Marketing Science (AMS); and a Distinguished Fellow of International Engineering Consortium (IEC). Dr. Sheth is the recipient of an Honorary Doctorate in Science, awarded by the University of Illinois at Urbana-Champaign (2016), and Honorary Doctorate of Philosophy, awarded by Shiv Nadar University (2017). He is the recipient of all four top awards given by the American Marketing Association (AMA).

Professor Sheth has authored or coauthored more than three hundred papers and several books. His autobiography, The Accidental Scholar (2014), has inspired others in the areas of education and academic entrepreneurship. His latest book is India’s Road to Transformation: Why Leadership Matters (2024).

Dr. Sheth is the Founder of Center for Telecommunications Management (CTM) at University of Southern California (USC) which has now become an Institute. He is also Founder and Chairman of India, China, and America (ICA) Institute which analyzes the trilateral relationship and its impact on geopolitics, security, trade, and investment. He and his wife, Madhu Sheth, have established the Sheth Family Foundation to support several charities in India and in the United States. They have also established the Madhuri and Jagdish Sheth Foundation to support scholars and scholarship in the field of marketing. The Sheth Foundation supports the AMA-Sheth Foundation Doctoral Consortium, hosted annually by different universities. It also supports research in emerging fields through AMA, ACR, AMS, and AIB. Finally, Professor Sheth is the Founder and Chairman of the Academy of Indian Marketing (AIM) which supports research and scholarship among Indian scholars in marketing and management.

Education (3)

University of Pittsburgh: PhD, Behavioral Sciences 1966

University of Pittsburgh: MBA, Business Administration

University of Madras: BCom, Commerce

Graduated with Honors.

Areas of Expertise (5)

Consumer Psychology

Global Competitive Strategy

Marketing Theory

Geopolitical Analysis

Emerging Markets

Publications (5)

New areas of research in marketing strategy, consumer behavior, and marketing analytics: the future is bright

Taylor & Francis Online

Jagdish Sheth

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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Impact of Covid-19 on consumer behavior: Will the old habits return or die?


Jagdish Sheth

The COVID-19 pandemic and the lockdown and social distancing mandates have disrupted the consumer habits of buying as well as shopping. Consumers are learning to improvise and learn new habits. For example, consumers cannot go to the store, so the store comes to home.

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Developing a model of antecedents to consumers' perceptions and evaluations of price unfairness

Journal of Business Research

2009 Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense the firm is acting in an immoral or unethical manner. Survey data were collected from 969 consumers to understand their perceptions of price unfairness. In the survey, respondents were asked to provide their perceptions of pricing practices for fifteen products or services. A content analysis of consumers' comments confirms a wide array of drivers of price unfairness discussed by researchers and uncovers a few under-researched antecedents.

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The call center couple: India's new middle class

Journal of Indian Business Research

2009 Purpose: The purpose of this paper is to explain the concept of the “call center couple” (CCC) as a symbol of the new middle class (NMC) and how it will influence markets, work, and family in India. Design/methodology/approach: The paper focuses on the demographic shifts taking place in India's urban centres. Findings: The rise of the NMC will forever democratize the family and employment markets. Originality/value: The paper provides insights into the emerging middle class through the experiences of “CCCs”.

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A Generic Concept of Customer Behavior

Journal of Customer Behaviour

2002 In recent years radical changes have stimulated a debate about the scope and nature of customer behaviour. In developing a conceptual model of this phenomenon three fundamental roles are distinguished – the customer as user, payer and buyer. In the author's view a conceptual framework based on role specialisation makes it possible to transcend and integrate at least six different disparate traditions of research and theory discovered or advocated in different domains of customer understanding. The model also suggest, future opportunities for research in new and unexplored domains of customer behaviour

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Research Spotlight

In the News (8)

Poll: Live event attendance on the rise

Bankrate  online


The “bipolarity of those answers” reflects the larger divide in U.S. society, says Jagdish Sheth, professor of marketing at Emory University’s Goizueta School of Business, who has written about the impact of COVID-19 on consumer behavior.

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Management Education Can Become More Specialized By Adding 'Know How' To 'Know Why'

Businessworld  online


In an exclusive conversation with BW Education, Dr Jagdish Seth, Chairman, Jagdish Sheth School of Management (JAGSOM), talks about the management education scenario in India and more.

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Any product that can be digitalized is in trouble

Economic Times  online


Sheth’s take on what products and categories are headed for the scrapheap, truth in marketing, and more.

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A Sustainable Supply Chain: It Begins with Trust

Industry Week  online


Many companies are struggling with establishing sustainable supply chains because of their unproductive attempts at enforcement through leverage.

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How to create your product differentiation strategy

Forbes India  online


Stand out by creating a consumer brand for the industrial commodity and brand the product in a way that makes it familiar to the user.

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Marketing guru Jagdish Sheth & Devendra Chawla discuss why companies in India are kidding themselves

The Economic Times of India  online


One of the big lessons we've learned is we've lost control of the brand in the social media age. Consumers influence the brand and even marketers don't control but merely influence the brand. And yet the marketer's job continues to be more relevant and increasingly complex, since he still has to decode what the consumer really feels. In your opinion who controls the brand?

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Design and business: The future of design thinking

Live Mint  online


“Every decade or so, management invents or discovers a new paradigm or framework. Design is the latest one of those.... It’s very similar to the movement on quality we had in the 1980s,” says Jagdish Sheth, a professor of marketing at Emory University’s Goizueta Business School, and a noted corporate strategist.

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Trump, Brexit, nationalism and the possible fallout on India

The Economic Times of India  online


Professor Jagdish Sheth, Charles H Kellstadt professor of marketing at Emory University, Goizueta Business School recently met close friend and sometime co-presenter Devendra Chawla, group president, Food FMCG, Future Group in Mumbai. In an exclusive for BE, they discuss Trump, nationalism and the possible fallout on India.

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