The Next Frontier of Value: An Interview with Jagdish N. Sheth

As the Journal of Creating Value approaches its twelfth anniversary, the discipline of value creation stands at a critical inflection point. In this exclusive interview, Dr Jagdish N. Sheth—a foundational pillar of the marketing discipline—reflects on a remarkable six-decade academic career ahead of his retirement. Spanning conversations on the cognitive roots of buyer behaviour, the evolution of service-dominant logic, the imperative of tri-sector innovation governance and the inevitable disruption of higher education, this dialogue bridges the historical context of marketing with the urgent realities of our digital, artificial intelligence (AI)-driven future.