Harry Markowitz, Nobel Prizewinner in economics and inventor of modern portfolio theory (from the Foreword to Jagpal’s book, Marketing Strategy and Uncertainty):
“Professor Jagpal’s pioneering book moves us forward towards a detailed, integrated theory of the firm.” 

ACADEMIC REVIEWS OF MARKETING STRATEGY AND UNCERTAINTY

Emine Sarigollu, Associate Dean, McGill University, from a book review in  the Journal of Marketing Research (2000):

 “Because of the book’s unique format and lucid style, the author’s novel ideas are accessible to multiple audiences ranging from senior executives to state-of-the-art researchers in several disciplines.”

Professor Das Narayandas, James J. Hill Professor of Business Administration and Chairperson of the Business Marketing Strategy Program, Harvard Business School:

“This pioneering book integrates several fields including marketing, finance, and economics.”

Arvind Rangaswamy, Jonas H. Anchel Professor of Business Administration and Director of the eBusiness Research Center, Pennsylvania State University

“This book is a major contribution that brings systematic thinking to …the strategy area.”

Professor Sundar Balakrishnan, University of Washington, from a book review in the Journal of Macromarketing (June 2000):

“This [Jagpal’s] book is unique in content and style.  Clearly, this book is a major substantive and methodological contribution to the corporate strategy literature.  It also goes a long way toward assisting in the development of an overall theory of marketing and opens up new theoretical and empirical research opportunities.”

PRACTITIONER REVIEWS OF MARKETING STRATEGY AND UNCERTAINTY

Daniel D. Lynn, CEO, DigitalGrit Inc.:

“This book challenges the executive to be analytical and to make the right decisions for the right reasons…The book will be a critical addition to my business library at home and at work.  Any manager who wants to make smart, fact-based decisions will feel the same.”

The Economic Times:

“The author develops solutions that can be implemented, and not solutions that wish away realities.  The book will be a valuable read for academicians, researchers, consultants, students of marketing, and practicing executives.  It will also be useful for students and researchers in organization strategy as it follows a functionally integrative approach.”