We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 44: Jagdish Sheth: Evangelizing in and about Emerging Markets
When does a scholar's journey begin? At the time of teaching a first course on the topic? On publication of the first article on the subject? At the moment of conceptualizing a problem or finding a solution? Dr Jagdish Sheth's emerging markets (EMs) journey began at birth. Born in Myanmar (then Burma) in 1938, Sheth moved back to his family's country of origin, India, at a very young age. EMs are not an engagement or interest for him but an inherent part of his life's journey. Amongst his many other achievements, he is also a scholar ‘from and of’ EMs. His early life experience, ...