Jagdish N. Sheth

Emory University | EU · Goizueta Business School

Purpose This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contri...

This chapter offers an editorial insight into the edited book on Customer-Centric Support Services: The Next Frontier for Competitive Advantage in the Digital Era. The objective of this book is to understand how customer service can become the singular competitive differentiator for organisations in this digital era. This book aims to guide academi...

Most traditional marketers avoid using mindful consumption (MC) despite fast-rising consumer mindfulness, MC-advocation by trade magazines, and the success of tech-savvy, MC-oriented start-ups. We identify two gaps for this divergence-varying conceptions of MC and lack of a valid MC scale. Conception clarity and a valid MC scale are important for a...

Artificial intelligence is playing an integral role in enhancing business operations. Organizations are now expected to evaluate how and not if they can automate their business operations. With focus on customer services, this chapter offers an editorial insight into the edited book on Artificial Intelligence in Customer Service: Next Frontier to P...

Customer support service is emerging as a vital component of superior customer experiences; nonetheless, it is often considered a post-purchase touchpoint. A dearth of research endeavors focuses on the multifaceted roles of customer support service across customer experience journeys (CEJs). Hence, adopting the tenets of customer journey and custom...

Decades of intentional cultivation of consumerism, materialism, affluence, and hedonism, fueled by advertising messages, have created a consumption culture that is not sustainable anymore. In addition to the problems of climate change, there are also significant social costs associated with overconsumption and harmful consumption. We identify the c...

Artificial intelligence-driven services are becoming a primary source of service consumption. In today’s world, service stakeholders prefer to access quick and real-time information. Recent service audit reports also discuss the relevance and vitality of AI in services, and the demand for AI-enabled services is expected to grow in upcoming years. M...

Definition precedes measurement. The authors define and discuss value, customers and processes to create value. To do so, they distinguish between three business philosophies (product-centric, competition-centric and customer-centric), three types of customers (user, payer and buyer) and three primary types of value (performance, affordability and...

Laczniak and Shultz, in their recent article in the Journal of Macromarketing, provide a robust framework and a comprehensive definition of socially responsible marketing (SRM) anchored on macro-normative ethical perspectives. The explicit purpose of offering this framework and definition is to provide a roadmap to create a better world. Recognizin...

Purpose Artificial intelligence (AI) is used by banking services primarily to automate systems; however, this ecosystem does not work in emerging markets because human intervention is needed, and there are concerns related to infrastructure. There is plenty of research on AI-mediated banking services, but the existing discussions are cumbersome, an...

This book is both a chronicle of the evolution of 16 schools of marketing thought that emerged and dominated the marketing discipline over its 100-year journey and its metatheory evaluation as a discipline. Among the schools of marketing thought, 12 schools were identified and evaluated in the previous edition of this book. In addition, four new sc...

Artificial intelligence-driven services are becoming a primary source of service consumption. In today's world, service stakeholders prefer to access quick and real-time information. Moreover, users expect the service gateways to be wise, intelligent and easily accessible. Users have continuously preferred artificial intelligence-driven enablers; t...

This chapter aims to explain the customer-centric service ecosystem for effective customer service from emerging markets. In recent years, the emerging markets (e.g., BRICS countries) have significantly increased their involvement in the global commerce scenario, achieving sustained growth (Ghauri & Cateora, 2014). As the sphere of economic activit...

In this article, the authors provide an overview of the Global Rule of Three. Competitive markets grow, consolidate, and mature, ultimately leading to the emergence of three full-line generalists. The financial performance of full-line generalists gradually improves with greater market share, while the performance of specialists drops off rapidly a...

Purpose The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation. Design/methodology/approach It is a conceptual paper based on literature review. The...

Many scholars have observed that the marketing discipline has become too fragmented and myopic, straying away from its core managerial marketing issues. To some, the complex discipline-transgressing phenomena are knowledge-producing, while for others, it is the discipline's problem of an identity crisis. This article argues that continuities and di...

Brick and mortar (B&M) retailing is an endangered species as more consumers prefer to shop online. While retailers may die, B&M retailing is here to stay. It has gone through several transformations from the location to the convenience to the in-store experience advantage. In the post Covid world, B&M retailing will not only survive but also thrive...

The United Nations definition of the poor based on the 2 U$D/day income hides other forms of poverty. The sociological literature has argued the multidimensional nature of poverty and, within management and marketing, the macromarketing and bottom/base of the pyramid literature have suggested the need to look beyond income. From this broader perspe...

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...

The internet, with its limitless possibilities, can be seen as the philosopher's stone for marketers and communication managers in the 21st century. From tech-savvy to less-technical people , we have had the whole enchilada singing paeans to the internet's glory and its potential. Also, to show this is not merely an ecstatic hyperbole, we need to l...

This chapter examines how emerging-market multinational companies (EMNCs) should go about successfully operating in other emerging and developed markets so they, too, can become global players. The infrastructure, regulatory, socio-economic, socio-political, technological, and cultural systems in emerging markets are drastically different. The auth...

The chapter offers insights into the transition of the Rule of Three from local to national, regional, continental, and global, which is illustrated with numerous industry examples. Competitive markets evolve in a predictable fashion across industries and they go through similar life cycles. Many generalists that are dominant in their countries or...

This chapter provides an overview of the Rule of Three. Competitive markets grow, consolidate, and mature, ultimately leading to the emergence of three full-line generalist firms. These volume-driven players must have a minimum efficient scale of at least 10% market share and are accompanied by a number of smaller product or market specialists. The...

Industries go through a similar process of evolution in pursuit of growth and efficiency. This chapter highlights that process and discusses each stage of their life cycle: start up, growth, maturity, and aging. The start-up phase is marked by significant growth and a lack of organization. Those who can create efficiency survive. In the growth phas...

The authors provide a retrospective review of macro-level trends and identify the preeminence of entrepreneurial drive for economic growth in the twenty-first century. Entrepreneurship is more universal, more inclusive, more egalitarian, more innovative, and more future positive than capitalism. It is the great equalizer that gives back and helps u...

This chapter examines the different categories of strategic firm groups that come about during the convergence to the Rule of Three and describes the most optimal strategies for each group. Number 1 generalists have the option to be fast followers or focus on growing the entire market. The #2 generalist has the choice to co-exist or challenge the l...

This chapter addresses vital questions such as the following: How are industries born? How do they grow, plateau, and get revitalized? How do they get creatively destroyed? Disruptive technologies or business models typically emerge from outside of the industry and revolutionize it. Industries exist in a dynamic balance between monopolistic competi...

Each century has been marked by the successes of different regions and cultures. The trade triad that was prominent in the twentieth and early twenty-first century consisted of Western Europe, North America, and Japan. However, a new triad has been emerging consisting of America, China, and India, and this group will reshape world policy in the twe...

Sustainability has emerged as a critical macromarketing perspective over the last five decades. Starting with the early concerns in the 1960s about the world’s finite resources that would limit economic growth, sustainability thinking has expanded to encompass societal issues and ecological and environmental considerations in economic and governanc...

Purpose This paper aims to analyze the present status of customer support services (CSS) and advocate the re-positioning of support services from an administrative cost center to a strategic profit center. Authors demonstrate how customer support or after sales services can be a source of competitive advantage and revenue generation for firms. Des...

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. While consumers go back to old habits, it is likely that they will be modified by...

The purpose of the paper is to provide a historical evolution of data driven marketing and suggest next frontiers of research opportunities as a consequence of digital tsunami as well as affordability and accessibility to conduct databased research. Earlier, techniques were in search of data but in the future data will be in search of techniques, e...

The economic impact of the lock down and social distancing policy of the governments has been devastating on business. Should business look out for its own interest or deploy its resources and capabilities to fight the coronavirus even at the expense of short-term losses? This paper suggests that business and society are two peas in a pod and are m...

This article focuses on the impact of digital platforms on international marketing. It describes the evolution of social media and its influence on marketing. After identifying a typology of context for international marketing, the author identifies and describes five dimensions of value creation in marketing: access, affordability, acceptance, awa...

Introduction to the Special Issue on Macromarketing in the African Context

“Coming out of the current COVID crisis, many expect further industry consolidation across sectors. The Global Rule of Three lifts the curtain on what this future could look like. The book is packed with great insights into the dynamic forces shaping most industries: above all, that those who know how to truly serve will be the long term winners.”...

There is a new and growing interest in cross cultural marketing in the new millennium. It is fueled by several factors. First and foremost is the growth of consumer markets in emerging economies in general, and in China and India in particular (Sheth 2008). This chapter identifies and discusses seven timely areas that will present challenges and op...

Purpose 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. Design/methodology/approach It is an autobiographical evaluati...

In this chapter, the authors present a powerful and tested approach that helps managers see a business’s every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the “4A’s.” The 4A...

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 ontol...

Purpose This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand loyal customers. Design/methodology/approach Consumer panel data of carbonated beverag...

Purpose This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist? How persistence of brand loyalty segments the market”. Design/methodology/approach This paper is a response to the comments of Aaker, Keller and Tellis. Findings The paper finds the comments by Aaker, Keller and Tellis recogni...

Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates...

This study focuses on Internet addiction and its impact on the consumer’s buying patterns. Here, Internet addiction is a serious negative manifestation of Internet usage. There are extensive studies on Internet addiction. However, the means by which Internet addiction affects shopping patterns has not been sufficiently covered. Thus, this study’s f...

Technology is ubiquitous and it is impacting society with each rapid change it undergoes itself. We’re seeing a vast transformation via the Internet and the rise of social media. In fact, social media is poised to transform society in an even more fundamental manner. Whether one is a CEO, the president of a country, a member of the British royalty,...

An understanding of adoption of online buying is important in order to develop the right strategies to promote ecommerce in emerging markets. The article reviews various models of adoption in the Internet and technology areas and presents a multi-stage model of adoption of online buying. The model was tested with an empirical study which supports t...

The book is all about how the genes adapted to local climate for food, shelter and clothing resulting in sharp cultural differences in consumption. These differences are very pronounced between northern and Southern Europe. And within a country where there are climate differences between arctic, temperate and tropical climates. For example, there a...

Apte and Sheth believe that sustainability can provide an edge to companies, if it is approached in the right way, and becomes a systematic, holistic, and crucial part of the organization. They outline a model of various impacts on a broad range of stakeholders, rather than the narrower lens of only shareholders. These stakeholders are, in their wo...

Multinational corporations addressing low-income consumers in emerging markets face the challenge of designing business models that provide truly beneficial products and services to the poor. Examples of successful cases are scarce, while the literature review provides little help. Guidelines range from a minimum shift from conventional marketing t...

Purpose The aim of this paper is to review the forces that led to the rise of relationship marketing (RM) and to provide suggestions for how it can overcome its midlife crisis and be revitalized. Design/methodology/approach Personal reflections. Findings A shift in two dimensions is needed to revitalize RM: from “share of wallet” to “share of...

Business leaders need to embrace sustainability in order to ensure the lasting success of their organizations. Co-authors Suhas Apte and Jagdish Sheth bring their expertise from practice and from academic to illustrate how business leaders can embed sustainability in a truly holistic and transformative way. Through an examination of such companies...

Purpose – The aim of this paper is to review the forces that led to the rise of relationship marketing (RM) and to provide suggestions for how it can overcome its midlife crisis and be revitalized. Design/methodology/approach – Personal reflections. Findings – A shift in two dimensions is needed to revitalize RM: from " share of wallet " to " share...

Purpose 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...

How big is your emerging market opportunity? Potential annual consumption will hit $30 trillion by 2025, with $10 trillion in India and China alone. Emerging economies are transforming markets worldwide–attracting multinationals, strengthening domestic firms, and launching local brands onto the global stage. Best of all, there are now proven best p...

Emerging markets offer the biggest growth opportunity in the history of capitalism. Breakout Strategies for Emerging Markets demonstrates how companies can succeed in these markets, unfazed by the ups and downs of the global economy. This book integrates insights drawn from the authors’ extensive primary research worldwide, their pioneering academi...

The consistency or inconsistency of boundary personnel attitudes and behavior forms the basis for a model that predicts the influence processes that need to be implemented and the influence objectives that need to be sought in a focal organization's attempts to gain acceptance of its distribution channel programs. Propositions are developed concern...

In the early 1980s, the Academy of Management Review commissioned a set of articles to assess the contributions of various business disciplines to strategic management. These assessments included evaluations of contributions from industrial organization (Porter 1981), administrative behavior (Jemison 1981), and marketing (Biggadike 1981). Biggadike...

B2B companies, especially in emerging markets, operate in socio-economically and ecologically vulnerable areas. We develop a conceptual model for how they can leverage sustainability to build their corporate reputation and reap both social and financial rewards. In doing so companies change their orientation from being market, customer or even shar...

The authors apply logical atomism to examine market orientation and its consequences through decomposition, and demonstrate how this type of inquiry can enhance our understanding through conceptual development.

The global impact of so-called 'offshoring', including of information techlogy (IT) and related services, continues to be a topic of great interest to academics, practitioners and policy makers. The Indian IT industry has sustained high levels of growth in revenues and employment since the late 1980s. Even following the global financial crisis and...

The present review is devoted to a rapidly developing area of marketing — relationship marketing. The authors suggest that the conceptual foundations of it are not currently well developed but forecast that it will transform into a discipline in the near future. They outline two approaches to the definition of relationship marketing and provide the...

Building on the meta-analytic model suggested by Palmatier et al. Journal of Marketing, 70, 136–153, (2006), this study extends the relationship marketing framework to the domain of online retailing to identify what strategies help build relationships with online customers. Specifically, this meta-analytic study identifies key antecedents and conse...

The authors apply logical atomism to examine market orientation and its consequences through decomposition, and illustrate how this type of inquiry can enhance our understanding. To that end, they develop models for two consciousness levels and derive twenty-nine propositions to demonstrate the diverse effects of market orientation on financial per...

The Accidental Scholar is the autobiography of Professor Jagdish N. Sheth, a renowned scholar and one of the foremost authorities in the world on marketing and consumer behaviour. This is the fascinating story of a young man from India who went to America to realise the American Dream and became a world-renowned educator and thought-leader. Profes...

Enquanto métodos multivariados são extremamente relevantes para os problemas de marketing, não é fácil implementá-los com sucesso em programas de pesquisa das organizações, devido a sua complexidade e variedade. Portanto, algumas orientações práticas são descritas abaixo, as quais deveriam ser seguidas por pesquisadores que estejam comprometidos co...

Publication available here: http://globalfocusmagazine.com/wp-content/uploads/2015/03/Issue__1_2014_dynamiccapabilities.pdf Flip digital version: http://issuu.com/efmd/docs/global_focus_vol_08_issue_01_online/1?e=4932066/6507287 Otherwise: http://connection.ebscohost.com/c/articles/99225966/dynamic-capabilities-business-school-future

Indian business process outsourcing (BPO) industry, with a modest start in 1980s by British Air and American Express, introduced its presence in 1990s with opening of low cost service verticals with major launch of GE. The decade 2001 observed the growth, innovation and maturity in the industry and leadership of the Indian market. India leads the g...

Indian business process outsourcing (BPO) industry, with a modest start in 1980s by British Air and American Express, introduced its presence in 1990s with opening of low cost service verticals with major launch of GE. The decade 2001 observed the growth, innovation and maturity in the industry and leadership of the Indian market. India leads the g...

Russell Belk's 1988 seminal paper on the extended self in the Journal of Consumer Research highlighted the central role of material artifacts in defining self-identity. How might Belk's paper differ if he had published it in 2013? We extend Belk's original construct to encompass the digital extended self as we identify three crucial domains where t...

We are all increasingly living like roommate consumers, with each family member developing his or her own brand and product preferences. This publication is available online: http://onlinelibrary.wiley.com/doi/10.1002/rwm3.20083/abstract

Consumer behavior is the mental and physical activities undertaken by household and business consumers that result in decisions and actions to pay for, purchase, and use products and services i . Our definition of consumer behavior includes a variety of activities and a number of roles that people hold as consumers. In addition to the actual purcha...