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"Sheth, Jagdish N"
صنف حسب:
Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices
The core idea of this article is that five key characteristics— market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure— of emerging markets are radically different from the traditional industrialized capitalist society, and they will require us to rethink the core assumptions of marketing, such as market orientation, market segmentation, and differential advantage. To accommodate these characteristics, we must rethink the marketing perspective (e. g., from differential advantage to market aggregation and standardization) and the core guiding strategy concepts (e. g., from market orientation to market development). Similarly, we must rethink issues of public policy (e. g., from compliance and crisis driven to purpose driven) and the marketing practice (e. g., from glocalization to fusion marketing).
Journal Article
The sustainability edge : how to drive top-line growth with triple-bottom-line thinking
\"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 as Walmart, AT & T, IKEA and the Tata Group, Apte and Sheth have developed a proven and actionable framework rooted in the real world success of these companies. The case studies reveal how business leaders proactively engage, energize and promote market sustainability to all of their stakeholders including customers, employees, suppliers, investors and the government. The Sustainability Edge enables companies to critically engage their stakeholders and influence them to accept sustainability as part of their core mission.\"-- Provided by publisher.
Book
Implications of the Revised Definition of Marketing: From Exchange to Value Creation
The distinctive difference between the 1985 and the 2004 American Marketing Association definitions of marketing is the lack of exchange. In the new definition, a focus on creating and delivering value through customer relationships replaces the historical focus on the exchange paradigm. The authors welcome this change and discuss its implications, the limits of the exchange paradigm, the merits of value creation, and the future paradigm for marketing.
Journal Article
Genes, Climate, and Consumption Culture
Drawing from decades of research, Genes,Climate, and Consumption Culture: Connecting the Dotsdemonstrates how climate dictates culture and consumption.
eBook
Mindful consumption: a customer-centric approach to sustainability
How effectively business deals with the challenges of sustainability will define its success for decades to come. Current sustainability strategies have three major deficiencies: they do not directly focus on the customer, they do not recognize the looming threats from rising global over-consumption, and they do not take a holistic approach. We present a framework for a customer-centric approach to sustainability. This approach recasts the sustainability metric to emphasize the outcomes of business actions measured holistically in term of environmental, personal and economic well-being of the consumer. We introduce the concept of mindful consumption (MC) as the guiding principle in this approach. MC is premised on a consumer mindset of caring for self, for community, and for nature, that translates behaviorally into tempering the self-defeating excesses associated with acquisitive, repetitive and aspirational consumption. We also make the business case for fostering mindful consumption, and illustrate how the marketing function can be harnessed to successfully implement the customer-centric approach to sustainability.
Journal Article
Post-pandemic marketing: when the peripheral becomes the core
PurposeThe 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/approachIt is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).FindingsUsing TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.Originality/valueThis is an original paper written specifically for the special issue on the post-pandemic shock.
Journal Article