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The endowed professorship was made possible through the generosity of several donors, including a major gift from Indian American entrepreneur and philanthropist Manu Shah and his wife, Rika Shah
In honor of Indian American marketing visionary Dr. Jagdish N. Sheth, whose work has helped shape the discipline globally, Emory University’s Goizueta Business School has established an endowed professorship in his name.
The new position is designed to attract and retain top-tier marketing faculty to the Atlanta-based school and further its commitment to thought leadership, academic excellence, and real-world impact in this field, according to a university news release.
A global search is now underway to identify and recruit a senior-level scholar who brings innovative thinking, cutting-edge research, and deep industry engagement to the classroom and beyond.
READ: Indian American Jag Sheth gets Padma Bhushan (January 26, 2020)
Sheth, Charles H. Kellstadt Professor of Business at Goizueta, is a renowned scholar, author, and thought leader. With more than 350 research papers and 30 books to his name, his influence spans consumer behavior, relationship marketing, and emerging markets.
“Dr. Jagdish Sheth has made unparalleled contributions to the field of marketing. With this endowed professorship, we honor his landmark scholarship and the profound impact of his teaching at Emory University,” said Gregory L. Fenves, President of Emory University. “The scholar who holds this endowed faculty position will carry forward Dr. Sheth’s legacy and advance Goizueta Business School’s standing as a marketing powerhouse.”
“Dr. Sheth’s legacy is one of mentorship and global impact,” said Gareth James, John H. Harland Dean of Goizueta Business School. “This endowed chair ensures that his commitment to excellence continues to influence future generations of scholars and students.”
Endowed professorships play a critical role in elevating business schools and their impact across academia and the world. The Dr. Jagdish N. Sheth endowed chair represents an investment in Goizueta’s continued leadership and relevance in a rapidly changing marketing landscape, according to the release.
The creation of the professorship was made possible through the collective generosity of many donors, including a major gift from prominent Indian American philanthropists Manu and Rika Shah. Manu Shah is a cousin of Sheth’s wife, Madhu Sheth.
“I am deeply grateful to Emory University, Manubhai, Rikaben, and the Shah family, as well as to the many friends and colleagues who contributed to endow the professorship in my name,” Sheth told The American Bazaar. “Most importantly, I am grateful to my wife, Madhu Sheth, for her unconditional love and support.”
Sheth added that he was “deeply humbled by this incredible recognition” from the Emory community and beyond.
“With profound admiration for Dr. Jagdish Sheth — a visionary scholar, global marketing guru, and treasured member of our extended family — we, Manu and Rika Shah and our family, proudly support this endowed chair in honor of his enduring impact on academia, business, and humanity,” Manu Shah told The American Bazaar. “This tribute is also a heartfelt salute to Manu’s cousin, Mrs. Madhuben Sheth, whose grace and strength have been the foundation of their remarkable journey together. May this chair inspire generations to come.”
The Shahs are co-founders of Los Angeles-based MS International, a privately held company with nearly $3 billion in revenue and a workforce supporting over 400,000 jobs worldwide. They have donated tens of millions of dollars to various causes in both the United States and India.
A transformational academic
Sheth came to the United States in 1960 to enroll for an MBA at the University of Pittsburgh. He went on to pursue a PhD under the legendary economist John Howard, with whom he would co-author “The Theory of Buyer Behavior” (1969), a foundational text that moved marketing away from a product-centric model toward a deeper understanding of consumer decision-making. The book remains a cornerstone of marketing education to this day.
He joined Emory in 1991, after teaching at MIT, Columbia University, the University of Illinois at Urbana-Champaign, and the University of Southern California.
A 2024 documentary, co-produced by The American Bazaar, explores Sheth’s extraordinary journey, highlighting how his six-decade career helped define modern marketing — from consumer psychology to competitive global strategy. Celebrated not only for his groundbreaking research but also for his ability to bridge theory and real-world practice, Sheth has earned a place among the most influential marketing thinkers of our time. His insights have transformed not only business education, but also public policy and nonprofit strategy across the globe.
Born in 1938 in Burma to a family of rice traders, Sheth’s early years were shaped by war and displacement. His family fled to India during World War II after the Japanese invasion, eventually settling in Gujarat before moving between several Indian cities. Despite these upheavals and persistent financial challenges, Sheth excelled academically and went on to study commerce in Chennai.
Sheth: Indian IT firms need to change and start managing their companies with a more globalized perspective (April 21, 2014)
When he came to Pittsburgh, Sheth’s goal was to return to Chennai and apply Western business principles to modernize his family’s enterprise. But his interest soon shifted to behavioral sciences.
Sheth’s academic reputation took off during his tenure at the University of Illinois at Urbana-Champaign. Sheth became known for his ability to synthesize complex theory into practical insights, making him a sought-after consultant and executive educator. He worked with companies like AT&T, Procter & Gamble, and Unilever, and helped train senior business leaders across industries.
At Goizueta, he helped raise the school’s international stature while continuing to mentor young scholars and influence curriculum development.
“Jag Sheth was [Goizueta’s] first major hire — someone who really was on the global stage,” said Jeff Rosensweig, an associate professor of International Business and Finance at Emory, says in the documentary. “It was a span in our evolution where we were known very well in the U.S. but not globally. So, it was very important to bring in some of his eminence. He has had a profound impact on the school, on the university, on the projection of the university to the business community and international reputation, as well.”
“Jag is one of those people that can see the small picture and the big picture in one conversation,” says Omar Rodriguez-vila, a professor of marketing at Emory. “He flies at 50,000 ft and then at 50 ft in a second, meaning he can give you that context and hysterical context, and then he could bring it down with an example that’s very tangible about the decision you made yesterday. And I think that’s … what makes him also very, very unique.”
Besides “The Theory of Buyer Behavior,” Sheth has authored or co-authored several books, including his autobiography “The Accidental Scholar” (2014), “The Rule of Three” (2002), “Firms of Endearment” (2003), “Chindia Rising” (2008), and “The 4 A’s of Marketing” (2012).
Beyond his academic and corporate influence, Sheth played a vital role in strengthening India’s marketing education ecosystem. He co-founded the Academy of Indian Marketing and advised business leaders, including Wipro’s Azim Premji, with whom he shared a long and impactful professional relationship. Through these efforts, Sheth has helped foster a new generation of Indian marketing professionals and scholars.
Philanthropy has also been central to Sheth’s legacy. Along with his wife, Madhu, he has championed causes ranging from education and interfaith dialogue to global cultural exchange. The Sheth Family Foundation and the Madhu & Jagdish Sheth Foundation have supported a wide array of institutions and initiatives in both the U.S. and India.
In recognition of his lifetime contributions, the Government of India awarded him the Padma Bhushan in 2020 — one of the nation’s highest civilian honors.
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