Jagdish Sheth

Renowned Scholar and Internationally Recognized Marketing Thought Leader and Best-Selling Author

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Renowned Scholar and Internationally Recognized Marketing Thought Leader and Best-Selling Author

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.

Honors and Awards

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.

Rule of Three

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.

Institutes and Foundations

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.

The Rule of Three

The Rule of Three - Name the players in most any industry from airlines (United, America, and Delta) to fast food (McDonalds, Burger King and Wendy's) and you'll find three is the magic number. Dr. Sheth reveals the implications of the Rule of Three, including: Twenty-two rules corporate executives and managers can use to assess their company's current industry position and set doable objectives. Strategies for the market's number one, two and three generalists as well as for its specialists. Advice on staying out of the ditch, a market position between generalist and specialist that offers no claim to long-term viability. Tips for recognizing signs of market disruptions as a result of new technology, regulations, investment capital, distribution and packaging innovations, and other shifts that can rapidly change industries.

Rise of Chindia (China and India) and its Impact on the World

Self Destructive Habits of Good Companies

All Jagdish Sheth Books

The Global Rule of Three: Competing with Conscious Strategy
Purchase Book
Firms of Endearment: How World-Class Companies Profit from Passion and Purpose
Purchase Book
Chindia Rising: How China and India will Benefit your Business
Purchase Book
The Self-Destructive Habits of Good Companies: …And How to Break Them
Purchase Book
Clients for Life: Evolving from an Expert-for-Hire to an Extraordinary Adviser
Purchase Book

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Recent Books

The Global Rule of Three: Competing with Conscious Strategy
Purchase Book
Firms of Endearment: How World-Class Companies Profit from Passion and Purpose
Purchase Book

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