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Dr. Jagdish N. Sheth

Charles H. Kellstadt Professor of Business at Emory University Goizueta Business School

Full Bio

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.



University Of Illinois

Ph.D (Honorary) | University of Illinois

University Of Pittsburgh

Ph.D. | University of Pittsburgh

University Of Pittsburgh

M.B.A. | University of Pittsburgh

Loyola College Madras

B. Com (Honors) | Loyola College (University of Madras)

Administrative Positions


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

1970-1972; 1978

Acting Head, Department of Business Administration, University of Illinois

Academic Positions

Emory University

1991 to Present

Charles H. Kellstadt Professor of Marketing

1993 to 2001

Founder and Director, Center for Relationship Marketing

University of Southern California

1985 to 1991

Founder and Board Member, Center for Telecommunications Management

1984 to 1991

Robert E. Brooker Professor of Marketing

University of Illinois


Walter H. Stellner Distinguished Professor of Marketing


IBE Professor of Business


Professor of Business and Research Professor


Associate Professor of Business

Columbia University


Assistant Professor


Research Associate

Massachusetts Institute of Technology


Assistant Professor

Visiting Positions


Visiting Professor, Copenhagen School of Economics and Business


Albert Frey Professor of Marketing, University of Pittsburgh


Visiting Professor, Indian Institute of Management, Calcutta

Courses Taught

  • Marketing Seminar (Global) (Executive MBA and MBA)
  • Multivariate Methods (Ph.D.)
  • Consumer Behavior Theory (Ph.D.)
  • Marketing Theory (Ph.D.)
  • Marketing Management (Executive MBA and MBA)
  • Market Research (MBA)
  • Consumer Behavior (MBA, Undergraduate)
  • International Marketing (MBA, Undergraduate)
  • Marketing Seminar (MBA)
  • Foundations of Marketing (Ph.D.)

Doctoral Dissertation Committees (Member)

Ayse Ozturk
Georgia State
International Business
Anthony Koschmann

Doctoral Dissertation Committees (Chair)

Norah Xu
Barbara Gross


Academic & Professional

Academy of Marketing Science


Distinguished Fellow


Outstanding Marketing Educator


Board of Governors

American Marketing Association


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)

American Psychological Association


President, Division 23 (Consumer Psychology)



Emory University


Marion V. Creekmore Award for Internationalization


Global Innovation Award, Goizueta Business School


Distinguished Faculty Lecture

Sales and Marketing Executives International


Outstanding Educator


Outstanding Educator

Other Organizations


Global Management Guru Award, BIMTECH, India


Father of the Year, American Diabetes Association

2008 to 2011

Honorary President, Global Marketing Network, United Kingdom

2008 to present

Distinguished Research Scholar, Singapore Management University

2008 to 2011

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

1985 to present

Who’s Who in America


Recipient of Viktor Mataja Medal, Austrian Research Society (Vienna)

1975 to present

Kentucky Colonel

since 1974

Distinguished Lecture Faculty at numerous Universities in U.S. and Abroad

Professional Honors

Professional Associations

American Marketing Association
1964 – present

American Marketing Association

American Psychological Association
1967 – 1995

American Psychological Association

Association For Consumer Research
1969 – present

Association for Consumer Research

Academy Of International Business
1976 – present

Academy of International Business

Academy Of Marketing Science
1977 – present

Academy of Marketing Science

American Statistical Association
1965 – 1982

American Statistical Association

The Indus Entrepreneurs
2000 – present

The Indus Entrepreneurs (TiE) – Charter Member, Atlanta

Georgia Indo American Chamber Of Commerce
2000 – present

Georgia Indo-American Chamber of Commerce (GIACC)

1973 – 1981

American Institute for Decision Sciences



Purpose-Driven Pricing: Leveraging the Power of Pricing for Profit and Societal Good


India’s Road to Transformation: Why Leadership Matters


Marketing Management (16th ed.)


Marketing theory: Evolution and evaluation of schools of marketing thought


The self-destructive habits of good companies


The Global Rule of Three


Genes, Climate, and Consumption Culture


The Sustainability Edge


Breakout Strategies for Emerging Markets


Consumer Behavior: A Managerial Perspective


The Accidental Scholar

The Business School In The Twenty First Century

The Business School in the Twenty-First Century


Legends in Marketing: Jagdish N. Sheth


The 4 A’s of Marketing

More Info
Chindia Rising

Chindia Rising


The Self-Destructive Habits of Good Companies


Firms of Endearment

Tectonic Shift

Tectonic Shift


Customer Behavior: A Managerial Perspective


Clients for Life

The Rule Of Three

The Rule of Three


Customer Relationship Management


Value Space

Internet Marketing

Internet Marketing


Relationship Marketing


Customer Behavior

Global Accounting Perspectives

Global Accounting Perspectives


Marketing Theory


A Theory of Political Choice Behavior

Research in Marketing

Research in Marketing


Consumer and Industrial Buying Behavior


More Books

Consumer Behavior in Digital World
Sheth, J.& Jain, V.  (Forthcoming). Consumer Behavior in the Digital Context (Global Edition) (Textbook)

Jain, V., Sheth, J & Schultz, D. (2019) Consumer Behavior: A Digital Native (Indian Edition) India: Pearson (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.

Research Papers / Parts of Books (Chapters)

Consumer Behavior

February 8, 2021

New Areas of Research in Marketing Strategy, Consumer Behavior, and Marketing Analytics: The Future is Bright

July 21, 2020

Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die?

December 6, 2018

Video: Next Frontiers: Consumer Behavior

October 29, 2018

Consumer Insights Video

November 14, 2013

Toward A Model Of Individual Choice Behavior

October 28, 2013

Prediction of Attitudes – A Comparative Study of the Rosenberg, Fishbein and Sheth Models

March 1, 2011

Models of Buyer Behavior: Conceptual, Quantitative, and Empirical

January 14, 2011

Mindful Consumption: A Customer-Centric Approach to Sustainability

January 1, 2004

Behavioral Approaches to Industrial Marketing: Extant and Emerging Research

March 10, 2000

Beliefs, Affect, Intention and Behavior

August 12, 1999

How Consumers Use Advertising Information (German)

June 11, 1999

Consumer Behavior

October 22, 1998

FT Mastering Marketing Part 7: Retailing

February 18, 1997

Consumer Behavior in the Future

February 15, 1997

Theory of Cross-Cultural Buyer Behavior

February 15, 1996

Organizational Buying Behavior – Past Performance and Future Expectations

January 1, 1996

A Framework for Managing Customer Expectations

January 1, 1996

Becoming a World-Class Customer

August 1, 1994

Beyond Customer Satisfaction: How to Retain Satisfied Customers

August 1, 1994

How To Retain Satisfied Customers

January 1, 1994

A Normative Model of Retaining Customer Satisfaction

January 11, 1992

Acrimony in the Ivory Tower – A Retrospective on Consumer Research

March 8, 1991

Why We Buy What We Buy: A Theory of Consumption Values

October 1, 1989

Time-Oriented Advertising: A Content Analysis of United States Magazine Advertising, 1890—1988

February 5, 1989

Consumer Resistance to Innovations: The Marketing Problem and its Solutions

November 30, 1985

Impact of Unexpected Events on Intention-Behavior Discrepancy-A Longitudinal Study

September 14, 1985

An Attitude-Behavior Framework for Distribution Channel Management

June 9, 1985

Explaining Intention-Behavior Discrepancy-A Paradigm

October 14, 1984

Are Cross-National Differences in Consumption Patterns Diminishing

February 18, 1984

Managerial Relevance of Consumer Behavior

January 1, 1984

Presidential Address: Broadening The Horizons Of ACR And Consumer Behavior

September 1, 1983

Emerging Trends for the Retailing Industry

April 16, 1983

Megatrends in Consumer Marketing

December 20, 1982

Reply in JAMS to DellaBitta

January 1, 1982

Consumer Behavior-Surpluses and Shortages

January 1, 1982

Some Comments On Triandis The Model Of Choice Behavior In Marketing

January 1, 1982

An Integrative Theory of Patronage Preference and Behavior

February 14, 1981

A Framework of Interorganizational Coordination for Distribution Channel Management

September 16, 1980

A Three Factorial Experiment On Response Rate To Male Questionnaire

August 29, 1980

A Theory Of Merchandise Buying Behavior

April 20, 1980

Research in Industrial Buying Behavior Today’s Needs, Tomorrow’s Seeds

January 1, 1980

The Future Consumers

September 23, 1979

The Surpluses and Shortages in Consumer Behavior Theory and Research

July 18, 1979

How Consumers Use Information

April 11, 1979

Wahlentscheidungen und ProzeBmodelle des Informationsverhaltens von Konsumenten

March 19, 1979

Attitudinal Theories of Consumer Choice Behavior-A Comparative Analysis

February 18, 1979

Should Multi-Country Advertising Research be Universal or Unique

January 15, 1978

Recent Development in Organizational Buying Behavior

March 30, 1977

A Model of User Behavior for Scientific and Technical Information

January 1, 1977

A Theory Of Cross-Cultural Buyer-Behavior

October 13, 1976

A Comparative Analysis of Multidimensional Scaling of Portfolio Investment

August 25, 1976

Strategies of Increasing Carpooling Behavior Among Urban Commuters

February 19, 1976

Analysis of Intended Bus Usage – An Application of the Analysis of Covariance

February 18, 1976

Theorie du Comportement de L’acheteur

February 18, 1976

Presentation d’un Modele du Component des Acheteurs Industriets

January 1, 1976

Buyer-Seller Interaction: A Conceptual Framework

January 1, 1976

A Psychological Model of Travel Mode Selection

July 1, 1975

Impact Of Prior Familiarity And Cognitive Complexity On Information Processing Rules

February 20, 1975

Conflict and Its Resolution in Family Buying Decisions

February 18, 1975

The Prediction of Consumer Buying Intentions A Comparative Study

January 1, 1975

Mechanisms Of Choice And Information Processing Models In Consumer Behavior

December 30, 1974

Psychographic and Life Style Differences Between the French and the English Canadians

March 1, 1974

Recent Failures in Consumer Protection

February 18, 1974

The Next Decade of Buyer Behavior Theory and Research

February 6, 1974

Role of Motivation Research in Consumer Psychology

January 16, 1974

Multidimensionality of Brand Loyalty Construct in Marketing

January 1, 1974

Measurement of Advertising Effectiveness Some Theoretical Considerations

January 1, 1974

Nonlinear Noncompensatory Relationships in Attitude Research

November 5, 1973

A Model of Attitude Structure & Attitude-Behavior Relationship

October 1, 1973

A Model of Industrial Buyer Behavior

September 1, 1973

Advertising’s Image – U. S. and Yugoslavia

August 29, 1973

Perceived Attribute Importance in Public and Private Transportation

February 19, 1973

Brand Profiles From Beliefs and Importances

January 1, 1973

A Theory of Multidimensional Brand Loyalty

January 1, 1973

Sequential and Cyclical Nature of Information Processing in Repetitive Choice Behavior

November 20, 1972

Reply to Comments on the Nature and Uses of Expectancy-Value Models in Consumer Attitude Research

June 18, 1972

Projective Attitudes Toward Instant Coffee in Late Sixties

May 12, 1972

Measurement of Attitude Scores from Beliefs and Importance

February 20, 1972

Perceived Instrumentality and Value Importance as Determinants of Attitudes

January 1, 1972

The Future of Buyer Behavior Theory

November 1, 1971

Dissonance Reduction or Artifact? A Reply

June 20, 1971

Word-of-Mouth in Low-Risk Innovations

February 19, 1971

Affect Behavioral Intention and Buying Behavior as Function of Evaluative Beliefs

February 18, 1971

A Theory of Family Buying Decisions

August 1, 1970

Measurement of Multidimensional Brand Loyalty of a Consumer

May 14, 1970

Are There Differences in Dissonance Reduction Behavior Between Students and Housewives?

January 12, 1969

A Theory of Buyer Behavior

September 1, 1968

How Adults Learn Brand Preference

August 1, 1968

Risk-Reduction Processes in Repetitive Consumer Behavior

February 20, 1968

Cognitive Dissonance Brand Preference and Product Familiarity

February 14, 1968

Cognitive Dissonance and Consumer Behavior

January 1, 1968

Influence of Brand Preference on Post-Decision Dissonance

August 19, 1967

A Review of Buyer Behavior

April 11, 1966

Measurement of Priority Schedules in the Acquisition of Durable Appliances

Relationship Marketing

January 18, 2017

Revitalizing Relationship Marketing

January 10, 2015

Does Relationship Marketing Matter in Online Retailing? A Meta-Analytic Approach

February 18, 2013

The Conceptual Foundations of Relationship Marketing Review and Synthesis (Russian)

January 3, 2013

Customer Relationship Management: Emerging Practice, Process, and Discipline

December 31, 2012

The Reincarnation of Relationship Marketing

November 1, 2003

Till death do us part…but not always: Six antecedents to a customer’s relational preference in buyer–seller exchanges

July 10, 2002

The Future of Relationship Marketing 2002

January 1, 2001

Competitive Advantages through Customer Satisfaction

November 5, 2000

Conceptual Framework Of Customer Relationship Management

September 5, 2000

Evolving Relationship Marketing into a Discipline

January 1, 2000

The Domain And Conceptual Foundations Of Relationship Marketing

January 1, 2000

Relationship Marketing: A Paradigm Shift or Shaft?

June 5, 1998

Supplier Relationships: A Strategic Initiative

August 18, 1997

Supplier Relationships Emerging Issues and Challenges

April 15, 1997

Relationship Marketing An Agenda for Inquiry

February 15, 1997

Paradigm Shift in Interfirm Marketing Relationships – Emerging Research Issues

October 10, 1995

Relationship Marketing in Consumer Markets: Antecedents and Consequences

February 15, 1995

Relationship Marketing Editorial

January 10, 1995

The Evolution of Relationship Marketing

February 1, 1994

An Experimental Approach to Investigating Satisfaction and Continuity in Marketing Alliances

January 1, 1994

Paradigm Shift In Marketing Theory & Approach: The Emergence Of Relationship Marketing

January 1, 1994

Towards A Theory Of Business Alliance Governance

January 1, 1992

Towards a Theory of Business Alliance Formation

July 23, 1973

A Field Study of Attitude Structure and the Attitude-Behavior Relationship

Marketing Strategy

Sheth, J., Jain, V., & Ambika, A. (2020). Repositioning the customer support services: The next frontier of competitive advantage. European Journal of Marketing, 54(7), 17871804. 10.1108/EJM-02-2020-0086.

July 26, 2021

Future of Brick and Mortar Retailing: How Will it Survive and Thrive?

February 8, 2021

New Areas of Research in Marketing Strategy, Consumer Behavior, and Marketing Analytics: The Future is Bright

November 22, 2019

Customer Value Propositions: Value Co-Creation

April 30, 2019

Video: Reimagining Marketing: Confluence of Creativity and Technology

April 19, 2019

Marketing to India’s Consumers in Transition: Predictability in Volatility

December 3, 2018

Video: Next Frontiers: Research in Marketing Strategy

September 29, 2017

A Multi-Stage Model of Adoption of Online Buying in India

September 8, 2016

Brand Equity Article

April 8, 2016

How to Create Value for Customers and Implement Customer Centricity Within Organizations

November 18, 2015

INDIA: Business Process Outsourcing

November 12, 2015

“The Business of Business is More Than Business:” Michael Hong Interviews Emory Professor Jagdish Sheth

July 25, 2015

India in 2025: Decade of Destiny

May 23, 2014

Marketing of Narendra Modi: Obama Style

February 8, 2014

Dynamic Capabilities and the Business School of the Future

December 1, 2012

Royalty for Loyalty

November 30, 2010

Reflections on Vargo and Lusch’s Systems Perspective

June 11, 2010

The Branding Challenges of Asian Manufacturing Firms

September 11, 2009

Why Integrating Purchasing with Marketing is Both Inevitable and Beneficial

April 1, 2007

Raising Marketing’s Aspirations

April 1, 2005

A Dangerous Divergence: Marketing and Society

November 19, 2004

Tectonic Shift: The Realignment of Nations and the Rise of Regional Super States

May 11, 2001

Efficacy of Financial Measures of Marketing: It Depends on Markets and Marketing Strategies

December 12, 2000

How Advertising Works

January 11, 2000

Managing the Diverse Work Force

January 1, 2000

Future Perfect: Assisted Living for All?

September 30, 1999

High Performance Marketing in the 21st Century

January 10, 1999

Scope of Marketing

June 30, 1998

Marketing Productivity: Issues and Analysis

January 14, 1998

Markt Segmentierung Als Relevante Planungshilfe Des Marketing

January 1, 1998

Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing Practices in Hospitals

January 1, 1997

The Health of the Health Care Industry: A Report Card From American Consumers

November 15, 1995

Productivity Crisis in Marketing

August 17, 1995

How We Got Here

January 1, 1995

The Effects of Multicollinearity on Accuracy of Prediction in LS Unit Weight and Absolute Value and Prediction Systems

January 1, 1995

Improving Marketing Productivity

January 1, 1994

Product Positioning via Determinancy Analysis – An Industrial Marketing Application

February 20, 1993

User-Oriented Marketing for NonProfit Organizations

February 15, 1993

Technology and New Service Creation

January 1, 1992

Emerging Marketing Strategies in a Changing Macroeconomic Environment: A Commentary

January 12, 1990

The Sources of Innovation Book Review

February 14, 1987

A Review of Political Marketing

March 18, 1985

Segmenting the Health Care Market

February 18, 1985

The Strategic Determinacy Approach to Brand Management

February 11, 1985

A Model of Primary Voter Behavior

January 4, 1985

Strategies for Bringing Innovations to Market

January 1, 1985

New Determinants Of Competitive Structures In Industrial Markets

February 20, 1984

Winning Again in the Marketplace – Nine Strategies for Revitalizing Mature Products

January 23, 1984

The Gender Gap in Voter Attitudes and Behavior-Some Advertising Implications

December 1, 1982

A Model of Strategy Mix Choice for Planned Social Change

May 10, 1982

An Earnings-Return Model for Strategic Market Planning

January 1, 1982

Determinants of Intention-Behavior Discrepancy in the 1980 National Elections

January 1, 1980

Cross-National Transfer of Marketing Knowledge

January 18, 1979

Communication and Discussion

March 14, 1978

A Comparison of Two Taxonomic Approaches for Attitudinal Segmentation in Transportation

March 8, 1975

Foundations of Factor Analysis

February 14, 1975

Predictive Validation and Cross-Validation of the Fishbein, Rosenberg and Sheth Models of Attitudes

January 11, 1974

Cannonical Correlation Multiple Regression and Simultaneous Systems: Some Equivalences and Their Implications

August 21, 1973

Malnutrition and Marketing

January 10, 1968

Perceived Risk and Diffusion of Innovations

Geopolitics & Globalization

June 25, 2020

Role of India in the New World Order

July 10, 2019

Repositioning of Rural Development in India: From Mirage to Miracle

May 22, 2019

India Will Need a Leader with Global Mindset

May 20, 2019

India at the Crossroads: Transformation or Regression?

March 12, 2019

Keynote address at the International Conference on Global Health and Medical Tourism in India hosted by IIM Kozhekode on March 7-9, 2019

December 5, 2018

Video: India and the New World Order

October 16, 2018

Capital Magazine Turkey Interview

September 27, 2018

How India Can Aspire to Become a Tourism Destination

July 10, 2018

Supply Chains Should Be Visible to Customers and Shareholders

June 9, 2018

How Can Atlanta Aspire to Be a Global Hub?

April 22, 2018

Video: African Awakening

March 30, 2018

Business Models to Serve Low-Income Consumers in Emerging Markets

September 11, 2017

North Korea and NAFTA will Delay the Non-US Trans Pacific Trade Partnership (TPP)

June 8, 2017

How the Trump Presidency will Transform U.S. Trade Policy

May 1, 2017

The Global Impact of Changes in U.S. Trade Policy

September 25, 2015

India in 10 Years: Imagining the Future

May 2, 2015

Bigthink Video: How Should Government and Business Relate in Emerging Economies?

May 1, 2015

ManagementNext Interview

March 1, 2012

Emerging Markets Are Becoming Core Business for Multinationals

January 1, 2010

The Globalization of Markets and the Rule of Three

December 11, 2004

Making India Globally Competitive

November 21, 2001

The Rule of Three – Abstract Paper

February 18, 2001

The Antecedents and Consequences of Customer-Centric Marketing

February 10, 2001

Competitive Advantage in the Global Marketplace: A Focus on Marketing Strategy

February 5, 2001

From International to Integrated Marketing

January 1, 2001

The Antecedents And Consequences Of Integrated Global Marketing

February 11, 2000

Globalization of Consumption Patterns: An Empirical Investigation

February 15, 1995

The Reincarnation of International Marketing

January 1, 1993

Overcoming The Barriers To Global Economic Development And The International Flow Of People, Products, And Resources: Strategic Recommendations

December 12, 1986

Global Markets or Global Competition

September 1, 1983

Cross-Cultural Influences on the Buyer-Seller Interaction Negotiation Process

December 1, 1982

Cross-Cultural Influences On Buyer-Seller Interaction Process

September 22, 1980

Cross-Cultural Influences On Buyer Seller Interaction/Negotiation Process

August 11, 1980

Emerging Importance of Export Marketing for US Products

February 14, 1980

How to Succeed in Export Marketing – Some Guidelines

April 1, 1978

Strategies of Advertising Transferability In Multinational Marketing

January 1, 1977

A Market-Oriented Strategy of Long-Range Planning for Multinational Corporations

January 1, 1973

A Multivariate Model of Multinational Business Expansion

January 11, 1972

A Conceptual Model of Long-Range Multinational Marketing Planning

Marketing Theory

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.

March 30, 2018

Business Models to Serve Low-Income Consumers in Emerging Markets

December 3, 2015

How Social Media Will Impact Marketing Media

December 13, 2013

The Challenges of Improving Marketing Productivity and Performance

January 1, 2007

Implications of the Revised Definition of Marketing: From Exchange to Value Creation

December 1, 2006

The Surpluses and Shortages in Business-to-Business Marketing Theory and Research

October 1, 2005

Does Marketing Need Reform?

January 1, 2004

Differentiating Goods And Services Retailing Using Form And Possession Utilities

February 21, 1999

The Impact of Demographic Shifts and Facilitating Technology Trends on Future Customer Behavior

January 20, 1999

Revisiting Marketing’s Lawlike Generalizations

July 18, 1996

Instilling Social Responsibility Through Marketing Research Field Projects

November 1, 1995

Symptoms of Marketing Malaise

January 1, 1994

An Empirical Study of the Scientific Styles of Marketing Academics

February 20, 1992

Toward a Theory of Macromarketing

April 19, 1988

Changing Demographics and the Future of Graduate Management Education

December 1, 1987

Search For Tomorrow

April 20, 1987

Parallel Development of Marketing and Consumer Behavior – A historical perspective

January 1, 1987

A Normative Theory of Marketing Practice

July 1, 1985

History Of Consumer Behavior, A Marketing Perspective

July 18, 1984

Group Mission: Which of These Management Philosophies Best Fits Your Group

June 1, 1983

Marketing Megatrends

March 18, 1982

History of Marketing Thought – An Update

June 15, 1977

Is Industrial Marketing Really Different from Consumer Marketing

June 1, 1977

Demographics in Consumer Behavior

January 1, 1976

John Howard’s Contributions To Marketing: Some Thoughts

November 20, 1974

Role of Demographics in Consumer Behavior

April 23, 1973

Equivalence of Fishbein and Rosenberg Theories of Attitudes

February 20, 1972

Relevance of Segmentation for Market Planning

January 1, 1972

Demographic Segmentation of Long Distance Behavior-Data Analysis & Inductive Model Building

February 19, 1970

Changing Demographics and Their Impact on Consumer Behavior

Information Technology

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,

December 18, 2020

The Three I’s of Learning in the Digital Age

April 21, 2016

Identity and the Digital World

September 14, 2014

In the Digital Age, Artificial will Become Real

April 1, 2010

A Framework of Technology Mediation in Consumer Selling: Implications for Firms and Sales Management

February 12, 2004

Web-based Marketing: The Coming Revolution in Marketing Thought and Strategy

February 12, 2000

Impact of Technology on Marketing – The Past and The Future

February 9, 2000

Global Telecommunications in the Year 2004

January 14, 2000

Market Focused Deployment of Technology

January 1, 2000

Marketing’s Final Frontier The Automation of Consumption

November 15, 1999

Are Your IT Priorities Upside Down?

August 1, 1999

Iridium’s 66 Pies In The Sky

June 28, 1999

Outsourcing Comes Home

February 17, 1999

Information Technology Marketing and Economic Development

March 1, 1997

Communications in the Next Millennium

February 11, 1997

Marketing High Technology Products – The Role of Product Complexity and Buyer Technological Sophistication

January 1, 1997

Communications Outlook: Competition, Growth, and Consolidation

August 15, 1995

Feeling the Heat Part 2

August 14, 1995

Feeling the Heat

January 1, 1995

Growth, Productivity and the Visible Hand: An Interview with Jagdish N. Sheth

January 1, 1995

Cellular Communications: What’s Ahead

January 1, 1995

Cellular Communications: The First Decade

January 1, 1994

Strategic Importance Of Information Technology

January 1, 1994

Convergence Driving The Information Industry Revolution

January 1, 1994

Call it the Anytime Anywhere Future

December 5, 1993

Telecommunications in the Next 10 Years

July 15, 1993

The Information Mall

January 1, 1993

The New Information Industry of the 21st. Century – Plenary III

March 19, 1992

Clearing the Hurdles to Technological Innovation

February 20, 1991

R & D – Marketing Integration

September 1, 1990

Hurdling The Barriers To Technological Innovation

April 23, 1990

ISDN Gets Global Embrace

February 19, 1989

Breaking the Barriers to Technological Innovations

August 16, 1976

Multidimensional Scaling of Binary Data for Homogeneous Groups


Academic Service


College Level

Goizueta Business School

Public Service

Editorial Board Member


Journal of Marketing


Journal of the Academy of Marketing Science

1998 to present

Journal of Strategic Marketing

1998 to present

Journal of Service Research

1998 to present

Customer Relationship Management Journal

1999 to present

Journal of Relationship Marketing

2000 to present

Journal of Marketing Theory

1998 to present

Journal of International Marketing

2002 to present

Journal of Customer Behavior

Ad hoc Reviewer

Decision Sciences

Journal of Applied Psychology

National Science Foundation

Reviewer of Conference Papers for:

  • Academy of Marketing Science
  • American Marketing Association
  • Academy of International Business
  • Association for Consumer Research

Reviewer of Doctoral Dissertation Competition for:

  • American Marketing Association
  • Academy of Marketing Science

Series Editor


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)

Other Public Services - Conference Co-chair


Conference Patron, Social Media Marketing, WE School & AIM


Conference Co-chair, Tapping into the Potential of Emerging Markets, MRSI and AIM

2012 and 2014

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

2000 – present

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

Summer 1996

Track Co-chair, American Marketing Association Educators’ Conference

Spring 1996

Co-editor, Special Issue, International Business Review


Co-chair, AMA Faculty Consortium or Relationship Marketing


Conference Co-chair, Second Research Conference on Relationship Marketing

1993 to Present

Chair, Special Interest Group on Relationship Marketing, AMA

1993 to Present

Trustee, American Marketing Association Foundation


Track Chair, American Marketing Association Summer Educators’ Conference


Founder, Madhuri & Jagdish N. Sheth Foundation

April 1992

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)

Since 1975

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

Additional Service

Executive Education

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.


  • Monsanto


  • Aeroquip
  • Ford
  • General Motors


  • 3M
  • General Foods
  • General Mills
  • Johnson Wax
  • Johnson Worldwide Associates
  • Pillsbury
  • United Breweries (Tuborg/Carlsberg Beer)
  • Lego


  • BAE Systems
  • General Dynamics
  • Rockwell International


  • American Petroleum Institute
  • Con Edison of New York
  • Exxon Mobile
  • Gas Authority of India (GAIL)
  • New York State Electric and Gas Corporation (NYSEG)
  • Oklahoma Gas & Electric
  • Petrolite
  • Southern Company

Financial Services / Insurance

  • Allstate Insurance
  • American Express
  • Blue Cross / Blue Shield
  • Citicorp
  • Connecticut Mutual
  • Country Companies
  • John Hancock
  • State Farm

Health Care / Pharmaceuticals

  • Eli Lilly & Co.
  • Mallinckrodt
  • Merck
  • Pfizer
  • Piramal Industries
  • Johnson & Johnson
  • Shasun Chemical & Drugs


  • Alcoa
  • RPG Industries
  • Rock Tenn
  • Senco
  • Square D (Schneider Electric)
  • Whirlpool

Professional Services / Marketing-Management Consulting

  • Bechtel
  • Ernst & Young
  • Gemini Consulting
  • J. Walter Thompson
  • Kurt Salmon Associates
  • PriceWaterhouseCoopers
  • Young & Rubicam


  • Ameritech
  • AT&T
  • B.C. Telephone (Canada)
  • Bell Laboratories
  • Bell Operating Companies
  • Bell Atlantic
  • Bellsouth
  • BSNL (India)
  • Cable & Wireless
  • Cincinnati Bell
  • Cox Communications
  • Edison International
  • Lockheed Martin
  • Federal Communications Commission (FCC)
  • Hong Kong Telephone
  • KPN Netherlands
  • Lucent Technologies
  • Northern Telecom
  • Singpore Telephone (Singapore)
  • So. New England Telephone Co.
  • Southwestern Bell
  • Spring (United Telephone)
  • TDS, Inc.
  • Telecom Canada
  • U.S. West
  • United Telephone

Technology (IT)

  • Adaptive Broadband
  • California Microwave
  • Comstream
  • General Dynamics
  • Ingram Micro, Inc.
  • Northrop
  • Philips (Netherlands)
  • STC, Inc.
  • Wipro Limited (India)

Economic Development Board, Singapore
NTIA, Dept. of Commerce, United States

Department of Transportation, United States
Georgia Public Service Commission

For-Profit Boards

  • IDG Ventures (India) Advisory Board Member, 2007 to present
  • Shasun Pharma Solutions Limited (UK) 2007 to present
  • Manipal Acunova Private Limited 2006 to 2008
  • Adayana, Inc. 2004 to 2008
  • Cryo-Cell International (NASDAQ) 2002 to 2008
  • Shasun Chemicals & Drugs (India) 2001 to present
  • PacWest Telecomm, Inc. (NASDAQ) 2000 to 2004
  • Wipro Limited (NYSE) 1999 to present
  • Norstan, Inc. (NASDAQ) 1997 to 2005

Non-Profit Boards

  • Community Foundation of Greater Atlanta, 2012 to present
  • World Affairs Council of Atlanta, 2012 to present
  • Academy of Indian Marketing, 2010 to present
  • ICA Institute, 2003 to present
  • Alliance University (India) Chairman of the International Advisory Board, 2011 to present
  • Sheth Foundation, Board of Trustees, 2002 to present
  • Georgia Indo-American Chamber of Commerce (GIACC), 2001-2004
  • AMA Foundation, Board of Trustees, 1995 to 2003
  • Academy of Marketing Science (Board of Governors), 1994 to 2012
  • Association for Consumer Research (President), 1994
  • Advisory Council Member, ISR, University of Michigan, 1978-1981
  • American Psychological Association, Consumer Psychology Division (President), 1978
  • Advisory Board member of Vibha, Jan 2018 – Present

Organizational Development

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.


Jagdish Sheth, an Expert on the Power of Giving Back

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: