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

Jagdish Sheth Jagdish Sheth

Charles H. Kellstadt Chair in Marketing | Emory University, Goizueta Business School





Jagdish Sheth Publication Jagdish Sheth Publication Jagdish Sheth Publication Jagdish Sheth Publication Jagdish Sheth Publication Jagdish Sheth Publication Jagdish Sheth Publication




Dr. Jagdish Sheth, Professor of Marketing at Emory University Jagdish Sheth International Conference on Science and Jain Philosophy Speech




Prior to coming to Emory University, Dr. Jagdish Sheth was the Robert E. Brooker Professor of Marketing at the University of Southern California and the Walter H. Stellner Distinguished Professor of Marketing at the University of Illinois. He was also on the faculty of Columbia University and MIT.

Also known as "Jag," Dr. Sheth has published more than 350 research papers and books in various areas of marketing, including consumer behavior, multivariate methods, competitive strategy, relationship marketing and more recently, marketing for emerging markets.

Dr. Sheth is an American Psychological Association Fellow and past President of the Association for Consumer Research (ACR). He is also a Fellow of the American Marketing Association and the Academy of Marketing Science. Among his past and present accolades, Dr. Sheth was the recipient of the Viktor Mataja Medal from the Austrian Research Society in Vienna (1977) and the 1989 Outstanding Marketing Educator Award from the Academy of Marketing Science. In 1991 and again in 1999, Dr. Sheth was also recognized as the "Marketing Educator of the Year" by Sales and Marketing Executives International (SMEI).

Dr. Sheth is the recipient of all top four academic awards bestowed by the American Marketing Association (AMA). These include the PD Converse Award for Marketing Theory (1998), Charles Coolidge Parlin Award for Marketing Research (2004), the Richard D. Irwin/McGraw Hill Marketing Educator Award (2004) and the William L. Wilkie "Marketing for a Better World” Award (2014). In 1996, he was elected to be the Distinguished Fellow of the Academy of Marketing Science. Subsequent honors include the Outstanding Leadership Award by the AMA Foundation in 2002 and the Global Innovation Award and Marion Creekmore Award, both from Emory University. Over the last 3 decades, Dr. Sheth has received more than 30 awards as a thought leader in marketing, consumer behavior and emerging markets.

Areas of Expertise (6)

Consumer Psychology



Global Competitive Strategy

Marketing Theory

Relationship Marketing

Education (3)

University of Pittsburgh: PhD, Behavioral Sciences 1966

University of Pittsburgh: MBA, Business Administration

University of Madras: BCom, Commerce

Graduated with Honors.

Media Appearances (6)

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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Articles (3)

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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