Thought Leader | Author | Commentator | Philanthropist | Professor of Marketing at Emory Goizueta Business School
Atlanta, GA
Joined November 2013
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Not every turnaround needs a new market. Sometimes you just dig in deeper.
That's entrenchment, one of the 9 revitalization strategies in Jag Sheth's Second Act.
Starbucks shows how it's done:
• Segments (Frappuccino vs. cold brew)
• Specialty markets (dairy free, decaf)
• Heavy users (Rewards app)
• Multi channel (store, grocery, pods, delivery)
Read more: SECOND ACT: THE ART OF REVITALIZING THE BRAND a.co/d/04lg1AyE
Not every struggling product is a "dog" to be abandoned. Sometimes it's a star waiting for its second act.
In Jagdish Sheth and Can Uslay's Second Act, 9 strategies turn failure into success without giving up:
- Entrenchment
- Switching to Intermediaries
- Mandatory consumption
- Global expansion
- Broadening Product Horizons
- New applications
- New situations
- Repositioning
- Redefining markets
True leadership means using imagination, not quick-fix divestments.
Read more: SECOND ACT: THE ART OF REVITALIZING THE BRAND a.co/d/04Lw7jqO
Great brands are built, not bought!
SLA Ep. 40 | How Great Companies Build World-Class Brands
- Jag Sheth on why the strongest brands rest on a promise kept, again and again, at every customer touchpoint.
Listen now: youtu.be/3w59nU6xyFU
SLA Ep. 39 | Branding for Differential Advantage now out
- Jag Sheth on why features can be copied and prices can be matched, but a brand customers trust cannot. A brand is a promise. Keep it, and it becomes your most lasting advantage.
Listen Now: youtu.be/VCJOgooqXFI
🎙️ NEW EPISODE — SLA Podcast
Episode 38 | The Competitive Positioning of Brands
In a crowded marketplace, how can brands stand apart?
Jag Sheth explores competitive positioning and what it takes to create space in customers’ minds.
🎧 Watch now: youtu.be/721geQZ-jlw
Decline doesn't have to be the end for a brand!
SLA Ep. 37 | Do brands have nine lives?
- Jag Sheth on why some brands fade for good while others find a second act, and what separates the two.
Listen now: youtu.be/nH89spGdVjE
Being the best product at the best price still isn't enough!
SLA Ep. 36 | 4 'A's of Marketing: Awareness & Accessibility (Part 2) — Jag Sheth on why marketing dies at the last mile: customers can't buy what they don't know exists or can't reach.
youtu.be/2zT2Da8SixY
Two questions decide every purchase!
SLA Ep. 35 | The 4 A's of Marketing: Acceptability & Affordability — Jag Sheth on why "good enough and affordable" beats "great but out of reach," every time.
Listen now: youtu.be/UWOE5WGbT-U
Part 2 is here!
SLA Ep. 34 | User-Centric Marketing for Social Change (Part 2) — Jag Sheth on why lasting social change starts with understanding what people already want, not convincing them to want something new.
Listen now: youtu.be/CViYee4ZwV4
Exclusive! Prof. Jagdish Sheth on India's rise, AI's unintended toll on family life, and the economics of an aging world. "The 21st century will become the Asian century." — Jagdish Sheth, in an exclusive with South Asian Herald southasianherald.com/exclusi…
Marketing thinking can power social change too!
SLA Ep. 33 — User-Centric Marketing for Social Change (Part 1) — Dr. Jagdish Sheth on why putting the user first is what makes social change campaigns stick
Listen now: youtu.be/jHy9yjWOWK8
Jag Sheth closes the series on leading through conflicting customer demands without losing brand focus!
Sheth Leadership Academy Ep. 32 — How to Manage Diverging Customer Expectations (Part 3)
Listen:youtu.be/9Irnw_HVKTI
When expectations pull in different directions, most brands freeze!
Ep. 31 | How to Manage Diverging Customer Expectations (Part 2) — Jag Sheth on turning that divide into a competitive edge.
Listen now: youtu.be/QN7GtEyS6tU
#CustomerExperience
"My patience has been well rewarded by the publication of Higher Education: Innovate of Die ." — Philip Kotler, Kellogg School of Management, Northwestern University
📖 Innovate or Perish: link.springer.com/book/10.10…
Full endorsement on LinkedIn & Facebook
Your customers don't all want the same thing anymore!🎯
Ep. 30 | How to Manage Diverging Customer Expectations (Part 1) — Jag Sheth on why the gap is widening and what to do about it.
🎧 youtu.be/cfRSPHvbikw
#CustomerExperience
Episode 29 | How Companies Gain Competitive Advantage Through Customer Loyalty
Jag Sheth on why loyal customers are your strongest edge in a crowded market.
🎧 youtu.be/NEGvonVlS0w #SLAPodcast
Episode 28 | How to Become a Trusted Advisor
Expertise gets you in the room. Trust keeps you there. Dr. Jag Sheth on what really earns you a seat at the table.
🎧 youtu.be/tQ8WvYQEO38 #TrustedAdvisor
"An essential survival manual for the modern intellect."
— @DrHarivanshC (DG, IILM New Delhi) on Innovate or Perish
Full endorsement on LinkedIn & Facebook
Full book available at link.springer.com/book/10.10…
#InnovateOrPerish
We are pleased to announce the release of Second Act: The Art of Revitalizing the Brand by Jagdish N. Sheth (Goizueta Business School, Emory University) and Can Uslay (Rutgers Business School).
Now available on Amazon: amazon.com/SECOND-ACT-ART-RE…
Now Available in hardcover and on Kindle on Amazon.
amazon.com/SECOND-ACT-ART-RE…
