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Publications
Provided below is a list of research-related books and articles.
Books
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Viswanathan, Madhu, S. Gajendiran, and R. Venkatesan (2008), Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces, Dordrecht, The Netherlands: Springer. |
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Rosa, Jose, and Madhubalan Viswanathan (2007), Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, (Edited book), Advances in International Management Series, Joseph Cheng and Michael Hitt, Series Editors, Elsevier. |
Articles
Articles are sorted by topic.
Low-Literate Consumer Behavior
Viswanathan, Madhubalan, Carlos Torelli, Lan Xia, and Roland Gau, “Literacy and Consumer Memory,” conditionally accepted at the Journal of Consumer Psychology.
Viswanathan, Madhubalan, Manoj Hastak and Roland Gau (2009), “Enabling Processing of Nutritional Labels Among Low-Literate Consumers,” Journal of Public Policy and Marketing, Forthcoming.
Viswanathan, Madhubalan, Jose Antonio Rosa, and James Harris (2005), “Decision-Making and Coping by Functionally Illiterate Consumers and Some Implications for Marketing Management,” Journal of Marketing, 69(1), 15-31.
Viswanathan, Madhubalan, and Roland Gau (2005), “Functional Illiteracy and Nutritional Education in the United States: A Research-Based Approach to the Development of Nutritional Education Materials for Functionally Illiterate Consumers,” Journal of Macromarketing, 25, 187-201.
Consumption and Entrepreneurship in Subsistence Marketplaces
Viswanathan, Madhubalan, Srinivas Sridharan, and Robin Ritchie “Understanding Consumption and Entrepreneurship in Subsistence Marketplaces,” Journal of Business Research, forthcoming.
"Marketplace Literacy: A Key to Unleashing Rural Consumption and Entrepreneurship" - Wall Street Journal - September 2009
Viswanathan, Madhubalan, S. Gajendiran, and R. Venkatesan (2008), “Understanding and Enabling Marketplace Literacy in Subsistence Contexts: The Development of a Consumer and Entrepreneurial Literacy Educational Program in South India,” International Journal of Educational Development, 28 (3), 300-19.
Viswanathan, Madhubalan, and Jose Rosa (2007),“Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers,” in Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Editors, Jose Rosa and Madhu Viswanathan, Advances in International Management Series, Joseph Cheng and Michael Hitt, Series Editors, Elsevier.
Viswanathan, Madhubalan (2007), “Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India,” in Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Editors, Jose Rosa and Madhu Viswanathan, Advances in International Management Series, Joseph Cheng and Michael Hitt, Series Editors, Elsevier.
Marketing and Management in Subsistence Marketplaces
Viswanathan, Madhubalan, Jose Antonio Rosa, and Julie Ruth, “Exchanges in Marketing Systems: The Case of Subsistence Consumer Merchants in Chennai, India,”Journal of Marketing, forthcoming.
Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi, “Internalizing Social Good Into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation” Journal of Macromarketing, forthcoming.
Weidner, Kelly, Jose Antonio Rosa, and Madhubalan Viswanathan, “Marketing to Subsistence Consumers: Lessons From Practice,” Journal of Business Research, forthcoming.
Viswanathan, Madhubalan, and Jose Rosa (2009), “Understanding Subsistence Marketplaces: Toward Sustainable Consumption and Commerce for a Better World,” Journal of Business Research, forthcoming.
Viswanathan, Madhubalan, Srinivas Sridharan, Roland Gau, and Robin Ritchie (2009), “Consumer Behavior in Resource-Constrained Contexts: Implications for Public Policy and Marketing,” Journal of Public Policy and Marketing, Forthcoming.
Sridharan, Srinivas, and Madhubalan Viswanathan (2008), “Marketing in Subsistence Marketplaces: Consumption and Entrepreneurship in a South Indian Context,” Journal of Consumer Marketing, Special Issue on Base of the Pyramid Research.
Viswanathan, Madhubalan, Srinivas Sridharan, and Robin Ritchie (2008), “Marketing Strategies for Subsistence Marketplaces: Some Illustrative Examples,” in Alleviating Poverty Through Business Strategy, Editor, Charles Wankel, Palgrave Macmillan.
Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi (2007), “Doing Well by Doing Good: Commercial Success Through Social Good in Subsistence Markets", Best Paper Proceedings, Academy of Management Meeting, Philadelphia, August.
Research Methods for Subsistence Marketplaces
Viswanathan, Madhubalan, Roland Gau, and Avinish Chaturvedi (2008), “Research Methods for Subsistence Marketplaces,” in Sustainability Challenges and Solutions at the Base-of-the-Pyramid: Business, Technology and the Poor, Editors Prabhu Khandachar and Minna Halme, Greenleaf Publishing.
Poverty, Literacy, and Psychology in Subsistence Marketplaces
Chaturvedi, Avinish, C. Y. Chiu, and Madhubalan Viswanathan, “Bounded Agency and Analytical Thinking among Low Literate Indian Women, ” with C. Y. Chiu, and Avinish Chaturvedi, Journal of Cross-Cultural Psychology, Forthcoming.
Educational Innovations Incorporating Subsistence and Sustainability
Viswanathan, Madhubalan, Ali Yassine, and John Clarke (2009), “Sustainable Product and Market Development for Subsistence Marketplaces: Creating Educational Initiatives in Radically Challenging Contexts,” Journal of Product Innovation Management, Forthcoming.
