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 54: Jag Sheth: Tribute to a Game Changer
I have known Jag Sheth since the summer of 1969, when I was a first-year PhD student and he was a first-year faculty member at the University of Illinois, Urbana, Champaign. I had the good fortune of working closely with him then as one of his research assistants, and the equally good fortune to work with him, for the past decade, as a member of the Board of Directors of the Sheth Foundation. As I reflected on what Jag has meant to me, and to the field of marketing more generally, the thought that immediately came to my mind was ‘game-changer’.
In sports, a game-changer is ...