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 45: A Personal Tribute to Jagdish N. Sheth
Jag Sheth had a profound influence on my career that began when I was a doctoral student in the early 1970s. So it was a special honour for me publishing two papers with him early in my career (Bagozzi, Johansson and Sheth 1980; Johansson, Bagozzi and Sheth 1982). I envy the students and scholars who were fortunate enough to be exposed to him personally, in ways not possible for me. Nevertheless, I benefited greatly from his example and publications.
I was very much influenced by two remarkable elements of Jag's early career accomplishments. The first was his pioneering work in the Theory of Buyer Behaviour with ...