Dr. Jagdish N. Sheth
Charles H. Kellstadt Professor of Business at Emory University Goizueta Business School
Charles H. Kellstadt Professor of Business at Emory University Goizueta Business School
Jagdish N. Sheth is Charles H. Kellstadt Professor of Business in the Goizueta Business School at Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Professor Sheth has over 50 years of combined experience in teaching and research at the University of Southern California, the University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory University.
Dr. Sheth 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. 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).
Dr. Sheth has been on the board of several companies including Norstan, Pacwest-Telecom, Cryocell International, Shasun Drugs and Chemicals, and WIPRO Limited. Over the 50 years, he has been advisor to numerous companies including Whirlpool, Motorola, Texas Instruments, Cox Communications, Rockwell International, AT&T, Bellsouth, WIPRO Consumer Care, Aditya Birla Group, L.M. Mittal (Avanta), E&Y, Square D, Ingram Micro, Hughes Corporation, and others. This has included mergers and acquisitions as well as strategic positioning or repositioning of the company.
His Rule of Three book has been the foundation for investment bankers and policy makers with respect to industry consolidation including horizontal mergers and acquisitions. Professor Sheth has authored or coauthored more than three hundred papers and several books including The Global Rule of Three: Competing with Conscious Strategy (2020), The Howard-Sheth Theory of Buyer Behavior (2020), Genes, Climate and Consumption Culture: Connecting the Dots (2017), Breakout Strategies for Emerging Markets (2016), The Sustainability Edge (2016), The 4 As of Marketing (2012), Chindia Rising (2011), Self-Destructive Habits of Good Companies (2007), Firms of Endearment (2007), Tectonic Shift (2006), The Rule of Three (2002), and Clients for Life (2000). His autobiography, The Accidental Scholar (2014), has inspired others in the areas of education and academic entrepreneurship.
Professor Sheth has been advisor to the Government of Singapore in repositioning the nation for the future. He has also been the policy advisor to the U.S. Government about the future of the telecommunications industry.
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.
Ph.D (Honorary) | University of Illinois
Ph.D. | University of Pittsburgh
M.B.A. | University of Pittsburgh
B. Com (Honors) | Loyola College (University of Madras)
Marketing Area Coordinator, Goizueta Business School, Emory University
Founder and Director, Center for Relationship Marketing, Emory University
Founder and Director, Center for Telecommunications Management, USC
Acting Head, Department of Business Administration, University of Illinois
Charles H. Kellstadt Professor of Marketing
Founder and Director, Center for Relationship Marketing
Founder and Board Member, Center for Telecommunications Management
Robert E. Brooker Professor of Marketing
Walter H. Stellner Distinguished Professor of Marketing
IBE Professor of Business
Professor of Business and Research Professor
Associate Professor of Business
Assistant Professor
Research Associate
Assistant Professor
Visiting Professor, Copenhagen School of Economics and Business
Albert Frey Professor of Marketing, University of Pittsburgh
Visiting Professor, Indian Institute of Management, Calcutta
Distinguished Fellow
Outstanding Marketing Educator
Board of Governors
Fellow, American Marketing Association (AMA)
William L. Wilkie “Marketing for a Better World” Award
AMA-Sheth Foundation Doctoral Consortium presenter for over 30 years since
Irwin/McGraw Hill Distinguished Marketing Educator
Charles Coolidge Parlin Award
P. D. Converse Award
Outstanding Leadership Award, AMA Foundation
Co-author of Most Often Cited Book and Research Paper in Marketing, (study reported in AMA Marketing News)
Ranked among Top Seven Professors of Marketing, (study published in
AMA Marketing News)
President, Division 23 (Consumer Psychology)
Fellow
Marion V. Creekmore Award for Internationalization
Global Innovation Award, Goizueta Business School
Distinguished Faculty Lecture
Outstanding Educator
Outstanding Educator
Global Management Guru Award, BIMTECH, India
Father of the Year, American Diabetes Association
Honorary President, Global Marketing Network, United Kingdom
Distinguished Research Scholar, Singapore Management University
Distinguished Visiting Professor, Cranfield University
Governor’s International Award for Individual Contribution to State of Georgia
Honorary Doctorate of Letters, Thiel College
Distinguished Scholar Award, Marketing Management Association
Distinguished Alumni Service Award, University of Pittsburgh
Welling Professor, George Washington University
Distinguished Fellow, International Engineering Consortium
Most Outstanding Contribution to Marketing Excellence, Southern California
American Marketing Association
President, Association for Consumer Research (ACR)
External Examiner, National University of Singapore
Who’s Who in America
Recipient of Viktor Mataja Medal, Austrian Research Society (Vienna)
Kentucky Colonel
Distinguished Lecture Faculty at numerous Universities in U.S. and Abroad
American Marketing Association
American Psychological Association
Association for Consumer Research
Academy of International Business
Academy of Marketing Science
American Statistical Association
The Indus Entrepreneurs (TiE) – Charter Member, Atlanta
Georgia Indo-American Chamber of Commerce (GIACC)
American Institute for Decision Sciences
Consumer and Industrial Buying Behavior
Consumer Behavior in Digital World
Sheth, J.& Jain, V. (Forthcoming). Consumer Behavior in the Digital Context (Global Edition) (Textbook)
Customer Relationship Management in Digital Age (CRM)
Shainesh, G., Sheth, J. & Jain, V. (Forthcoming). Customer Relationship Management in the Digital Age. India: Laxmi (Textbook).
Customer Services in the Digital World
Sheth, J., V., Jain, V. Mogaji, E. & Ambika, A. (Forthcoming). Customer Services in the Digital Context. UK: McMillan (Edited Book)
Sheth, J., V., Jain, V. Mogaji, E. & Ambika, A. (Forthcoming). Artificial Intelligence and Customer Services. UK: McMillan (Edited Book)
Consumption Values and Market Choices: Theory and Applications
Southwestern Publishing Co., 1991, pp. 218 (with Bruce Newman and Barbara Gross).
Global Macroeconomic Perspectives
(with Abdolreza Eshghi), Southwestern Publishing Co., 1990.
Global Microeconomic Perspectives
(with Abdolreza Eshghi), Southwestern Publishing Co., 1990.
Global Organizational Theory Perspectives
(with Golpira Eshghi), Southwestern Publishing Co., 1990.
Global Marketing Perspectives
(with Abdolreza Eshghi), Southwestern Publishing Co., 1988.
Global Strategic Management Perspectives
(with Golpira Eshghi), Southwestern Publishing Co., 1988.
Global Financial Perspectives
(with Abdolreza Eshghi), Southwestern Publishing Co., 1988.
Global Human Resource Perspectives
(with Golpira Eshghi), Southwestern Publishing Co., 1988.
Global Operations Perspectives
Southwestern Publishing Co., 1988, pp. 147 (with Golpira Eshghi).
Bringing Innovation to Market: How to Break Corporate and Customer Barriers
(with S. Ram), John Wiley and Sons, November 1987.
Contemporary Views on Marketing Practice
(with Gary Frazier), Lexington Books, 1987.
Marketing Management: A Comprehensive Reader
(with Dennis Garrett), Southwestern Publishing Company, 1986.
Marketing Theory: Classic and Contemporary Readings
(with Dennis Garrett), Southwestern Publishing Company, 1986.
Political Marketing: Readings and Annotated Bibliography
(with Bruce Newman), American Marketing Association, 1986.
Historical Perspective in Consumer Research: ACR Proceedings
National University of Singapore, July 1985 (with Chin Tiong Tan).
Research in Consumer Behavior
Vol. 1, JAI Press, 1985.
Winning Back Your Market: The Inside Stories of Companies That Did It
John Wiley and Sons, 1984).
Export Marketing: Lessons from Europe
(with H. M. Schoenfeld), BEBR, University of Illinois, 1981.
Research in Marketing, Vol. 2
JAI Press, 1979.
Models of Buyer Behavior: Conceptual, Quantitative and Empirical
Harper and Row, 1974.
Deregulation and Competition: Lessons from the Airline Industry(with Fred C. Allvine, Can Uslay and Ashutosh Dixit), Sage Publications, 2007.
Does Marketing Need Reform?(with Rajendra Sisodia) (editors), M.E. Sharpe, 2006 pp. 352.
Tectonic Shift: The Geoeconomic Realignment of Globalizing Markets(with Rajendra Sisodia), Sage India, 2006, pp. 350.
Customer Relationship Management: A Strategic Perspective(with G. Shainesh), McMillian India Ltd. 2006, pp. 198.
Customer Behavior: Consumer Behavior and Beyond(with Robert Widing and others) Thomson, (Pacific Rim Edition), 2003, pp. 560.
(with G. Shainesh), McMillian India Ltd. 2006, pp. 198.
(with Anil Menon), 1998 Research Conference Proceedings, Center for Relationship Marketing, Emory Univeristy, 1998.
Contemporary Knowledge of Relationship Marketing
(with Anil Menon), 1998
Research Conference Proceedings, Center for Relationship Marketing, Emory Univeristy, 1998.
Research in Marketing
(with Atul Parvatiyar), Vol. 14, JAI Press, 1998.
Research in Marketing,
(Series Editor with Atul Parvatiyar), Vol. 13, JAI Press, 1997.
Contemporary Knowledge of Relationship Marketing
(with Atul Parvatiyar), Third Research Conference, Center for Relationship Marketing, Emory University, 1996.
Research in Marketing
(Series Editor with Atul Parvatiyar), Vol. 12, JAI Press, 1995.
Research in Marketing (Supplemental 6). Explanations in the History of Marketing
(Series Editor), JAI Press, 1994.
Advances in Telecommunications Management
(Vol. 4). Strategic Perspective on the Marketing of Information Technologies (Series Editor), JAI Press, 1994.
Relationship Marketing: Theory Methods and Applications, Second Research Conference Proceedings
(with Atul Parvatiyar), Center for Relationship Marketing, Emory University, 1994.
Advances in Telecommunications Management
Vol. 4, (with Gary Frazier), JAI Press, 1994.
Research in Marketing
(editor), Vol. 11, JAI Press, 1992.
Advances in Telecommunications Management
Vol. 1, (with Gary Frazier), JAI Press, 1990.
Advances in Telecommunications Management
Vol. 2, (with Gary Frazier), JAI Press, 1990.
Advances in Telecommunications Management
Vol. 3, (with Gary Frazier), JAI Press, 1990.
Research in Marketing
Vol. 10, JAI Press, 1990.
The Customer is Key: Gaining an Unbeatable Advantage Through Customer Satisfaction
(with Milind Lele), John Wiley and Sons, 1987.
Research in Consumer Behavior, Vol. 2
(with Elizabeth Hirschmann), JAI Press, 1987.
Research in Marketing
Vol. 9, JAI Press, 1987.
Research in Marketing, Vol. 8
JAI Press, 1986.
Research in Marketing, Vol. 7
(with Elizabeth Hirschmann), JAI Press, 1985.
Research in Marketing, Vol. 6
JAI Press, 1983.
Research in Marketing, Vol. 5
JAI Press, 1982.
Research in Marketing, Vol. 4
JAI Press, 1981.
Research in Marketing, Vol. 3
JAI Press, 1980.
Research in Marketing, Vol. 1
JAI Press, 1978.
Multivariate Methods for Market and Survey Research
American Marketing Association, 1977, 388 pages.
Multinational Business Operations: Advanced Readings, Goodyear Publishing Company
1973 (with S. P. Sethi).
Volume 1: Environmental Aspects of Operating Abroad
Volume 2: Long Range Planning, Organization and Management
Volume 3: Marketing Management
Volume 4: Financial Management
Marketing Analysis for Societal Problems
(with Peter Wright), BEBR, University of Illinois, 1972.
The Theory of Buyer Behavior
(with J. A. Howard), John Wiley and Sons, 1969.
Sheth, J., Jain, V., & Ambika, A. (2020). Repositioning the customer support services: The next frontier of competitive advantage. European Journal of Marketing, 54(7), 1787–1804. 10.1108/EJM-02-2020-0086.
Jain, V., Ambika, A., & Sheth, J.N. (2022). Customer-Centric service ecosystem for emerging markets. In B. Edvardsson & B. Tronvoll (Eds.), The Palgrave Handbook of Service Management (pp. 393-410). Switzerland: Palgrave Macmillan. https://doi.org/10.1007/978-3-030-91828-6_21
Sheth, J.N., Jain, V., Roy, G., & Chakraborty, A. (2022). AI-driven banking services: The next frontier for a personalised experience in the emerging market, International Journal of Bank Marketing, https://doi.org/10.1108/IJBM-09-2021-0449
Journal of Marketing
Journal of the Academy of Marketing Science
Journal of Strategic Marketing
Journal of Service Research
Customer Relationship Management Journal
Journal of Relationship Marketing
Journal of Marketing Theory
Journal of International Marketing
Journal of Customer Behavior
Decision Sciences
Journal of Applied Psychology
National Science Foundation
Reviewer of Conference Papers for:
Reviewer of Doctoral Dissertation Competition for:
Legends in Marketing (Sage)
Legends in Consumer Behavior (Sage)
Research in Marketing (JAI Press)
Research in Consumer Behavior (JAI Press)
Advances in Telecommunications Management (JAI Press)
Conference Patron, Social Media Marketing, WE School & AIM
Conference Co-chair, Tapping into the Potential of Emerging Markets, MRSI and AIM
Conference Co-chair, AIM-AMA Sheth Foundation Doctoral Consortium
Conference Co-chair, Marketing for Emerging Markets, Academy of Indian Mktg.
Conference Co-chair, 1st International Conference on CRM, NDI, Delhi, India
Conference Co-chair, Fifth Research Conference on Relationship Marketing
The Indus Entrepreneurs (TiE) – Atlanta Chapter, 1999 – present TiE Mentor
Conference Co-chair, Fourth Research Conference on Relationship Marketing
Conference Co-chair (with Albrecht Schollner), Emory-Berlin University Conference on Relationship Marketing
Track Co-chair, First International Conference of AMA, Dublin
Conference Co-chair, Third Research Conference on Relationship Marketing
Track Co-chair, American Marketing Association Educators’ Conference
Co-editor, Special Issue, International Business Review
Co-chair, AMA Faculty Consortium or Relationship Marketing
Conference Co-chair, Second Research Conference on Relationship Marketing
Chair, Special Interest Group on Relationship Marketing, AMA
Trustee, American Marketing Association Foundation
Track Chair, American Marketing Association Summer Educators’ Conference
Founder, Madhuri & Jagdish N. Sheth Foundation
Conference Co-Chair, Relationship Marketing Conference, Emory University
Program Chair, Academy of Marketing Science
Advisor, NTIA on Telecom 2000 Report
Conference Co-chair (with Robert Pitts), AMA/De Paul University Workshop on Crosscultural Marketing
Program Co-chair (with Chin Tiong Tan), First International Conference, Association for Consumer Research, Singapore
Program Co-chair (with Gary Frazier), Walter H. Stellner Symposium on Marketing, University of Illinois
Program Chair, Conference on Export Promotion, University of Illinois
Program Chair, Fourth International Seminar in Marketing, Aix-en- Provence, France
Marketing Track Chair, American Institute and Decision Sciences, National Conference
Program Chair, American Psychological Association (Division 23)
AMA Faculty Consortium presenter for several years
Program Co-chair (with Peter Wright), National Conference on Social Marketing, University of Illinois
Program Chair, AMA Doctoral Consortium
Program Committee, AMA Educators Conference
Program Co-chair (with William D. Wells), AMA Workshop on Multivariate Methods, University of Chicago
Program Chair, Conference on Buyer Behavior, Columbia University
Hundreds of presentations in at least 20 countries on different topics in marketing, leadership, competitive strategy, global competition, changing demographics, futures research, geopolitical realignment of nations, customer satisfaction, relationship marketing, innovation, and multivariate statistics.
Have custom designed seminars and curricula for numerous industries, including telecommunications, in the areas of competitive strategy and positioning for the future.
Participated in executive education programs at Harvard, MIT, Columbia, Illinois, USC, Wharton School and Emory University.
Economic Development Board, Singapore
NTIA, Dept. of Commerce, United States
Department of Transportation, United States
Georgia Public Service Commission
Founder and Director of the Center for Telecommunications Management (CTM), University of Southern California 1985 to 1990.
Founded a management center for the telecommunications industry at USC to encourage academic-industry exchange on strategic market issues of the industry.
CTM provides executive education, conducts academic research, offers national research grants to doctoral students, organizes research conferences, and publishes research papers and monographs.
Its unique activity is Telecom Outlook which provides long-term forecasts on regulation, competition, customers, technology and international events and issues appropriate for the telecommunications industry.
Founder and Director of the Center for Relationship Marketing, Emory University, 1993.
The Center is a worldwide academic Center for research on supplier, customer, internal and alliance relationship; and organizes academic gatherings, research conferences, contractual industry research, as well as practice oriented conferences.
“Nothing is more binding than giving back to a relationship,” says Professor Sheth of more than 30 years of philanthropy. Through the Madhuri and Jagdish Sheth Foundation and the Sheth Family Foundation, Professor Sheth, his wife, and his family have given to over 50 community, academic, and healthcare organizations in Atlanta and around the world. CARE, UNICEF, the Empty Stocking Fund, Habitat for Humanity, The Atlanta Union Mission, The Community Foundation for Greater Atlanta, and The Salvation Army, are among organizations whose missions are furthered through the generosity of the Sheths.
Academic initiatives supported by the Sheths are:
For more about the Sheth’s philanthropic efforts, visit: