College of Business: University of Illinois at Urbana-Champaign

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Madhu Viswanathan, Director
61 Wohlers Hall
1206 South Sixth Street
Champaign, IL, 61820
(217) 333-4550
mviswana@illinois.edu

Publications

Provided below is a list of research-related books and articles.

 

Books

	Viswanathan, Madhu, S. Gajendiran, and R. Venkatesan (2008), Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces, Dordrecht, The Netherlands: Springer.
	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.
	Special Issue of the Journal of Business Research, 2010. Contents: Understanding subsistence marketplaces: Toward sustainable consumption and commerce for a better world Madhu Viswanathan, José Antonio Rosa Low socioeconomic class and consumer complexity expectations for new product technology Carlos A. Trujillo, Andrés Barrios, Sonia M. Camacho, José Antonio Rosa How the poor in a developing country view business' contribution to quality-of-life 5 years after a national economic crisis Mark Peterson, Ahmet Ekici, David M. Hunt Marketing to subsistence consumers: Lessons from practice Kelly L. Weidner, José Antonio Rosa, Madhu Viswanathan Understanding consumption and entrepreneurship in subsistence marketplaces Madhu Viswanathan, Srinivas Sridharan, Robin Ritchie Creating mutual value: Lessons learned from ventures serving base of the pyramid producers Ted London, Ravi Anupindi, Sateen Sheth Building Entrepreneurship in Subsistence Markets: Microfranchising as an Employment Incubator Lisa Jones Christensen, Helen Parsons, Jason Fairbourne A naturological approach to marketing exchanges: Implications for the bottom of the pyramid Ronald Paul Hill Making theory and practice in subsistence markets: An analytic autoethnography of MASAZI in Accra, Ghana Benét DeBerry-Spence Fuel-efficient stoves for Darfur: The social construction of subsistence marketplaces in post-conflict settings Samer Abdelnour, Oana Branzei Incentives and the growth of Oaxacan subsistence businesses Arcelia Toledo, José de la Paz Hernández, Denis Griffin The Village Network™: Partnership and collaboration to alleviate poverty in subsistence marketplaces Krista Crawford-Mathis, Stephen Darr, Amy Farmer Understanding factors that influence purchases in subsistence markets Tendai Chikweche, Richard Fletcher Strategic motivations and choice in subsistence markets Raed Elaydi, Charles Harrison

Articles

Articles are sorted by topic.

 

Low-Literate Consumer Behavior

Viswanathan, Madhu (2011), “Consumer Behavior Across Literacy and Resource Barriers,” in Wiley International Encyclopedia of Marketing, Volume 3 – Consumer Behavior, Richard Bagozzi and Ayalla A. Ruvio, Volume Editors, Jagdish N. Sheth and Naresh K. Malhotra, Editors in Chief, 44-54.

Viswanathan, Madhubalan, Carlos Torelli, Skki Yoon, and Hila Riemer (2010), “An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers,” Journal of Consumer Marketing, 27 (6), 524 - 533.

Viswanathan, Madhubalan, Lan Xia, Carlos Torelli, and Roland Gau, “Literacy and Consumer Memory,” Journal of Consumer Psychology, 19, 389–402.

Gau, Roland, and Madhubalan Viswanathan (2008), “The Retail Shopping Experience for Low- Literate Consumers,” Journal of Research for Consumers, Issue 15, Consumer Empowerment Special Issue.

Viswanathan, Madhubalan, Manoj Hastak, and Roland Gau (2009), “Enabling Processing of Nutritional Labels Among Low-Literate Consumers,” Journal of Public Policy and Marketing, 28 (2) Fall 2009, 135–145.

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 (2010). "Understanding Consumption and Entrepreneurship in Subsistence Marketplaces," Journal of Business Research, 63(6), 570-581.

"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, 1-17, 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, 21-57, Elsevier.

 

Marketing and Management in Subsistence Marketplaces

Viswanathan, Madhubalan, and Srinivas Sridharan, “Product Development for the BoP: Insights on Concept and Prototype Development from University-Based Student Projects in India,” Journal of Product Innovation Management, Forthcoming.

Viswanathan, Madhubalan (2010), “A Micro-Level Approach to Understanding BoP Markets,” Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value, Editors, Ted London and Stuart Hart, FT Press.

Viswanathan, Madhubalan, Jose Antonio Rosa, and Julie Ruth, "Exchanges in Marketing Systems: The Case of Subsistence Consumer Merchants in Chennai, India,"Journal of Marketing (Lead article), 74 (May), 1-18.

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, 29, 406 - 425.

Weidner, Kelly, Jose Antonio Rosa, and Madhubalan Viswanathan (2010).  "Marketing to Subsistence Consumers: Lessons From Practice,” Journal of Business Research, 63(6), 559-569.

Viswanathan, Madhubalan and Jose Antonio Rosa (2010). "Understanding Subsistence Marketplaces: Toward Sustainable Consumption and Commerce for a Better World," Journal of Business Research, 63(6), 535-537.

Viswanathan, Madhubalan, Srinivas Sridharan, Roland Gau, and Robin Ritchie (2009) “Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing,” Journal of Public Policy and Marketing, 28 (1), 85–94.

Viswanathan, Madhubalan, and Srinivas Sridharan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective of the Role of Business in Poverty Alleviation,” Ivey Business Journal, March/April.

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, 25 (7), 455-62.

Viswanathan, Madhubalan, Jose Rosa, and Julie Ruth (2008), “Emerging Lessons - For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible,” Wall Street Journal Online, October.

Viswanathan, Madhubalan, Srinivas Sridharan, and Robin Ritchie (2008), “Marketing Strategy in Subsistence Marketplaces,” in Alleviating Poverty Through Business Strategy, Editor, Charles Wankel, Palgrave Macmillan, 209-231

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, Sheffield, UK, 242-260.

 

Poverty, Literacy, and Psychology in Subsistence Marketplaces

Chaturvedi, Avinish, C. Y. Chiu, and Madhubalan Viswanathan (2009), “Bounded Agency and Analytical Thinking among Low Literate Indian Women, ” Journal of Cross-Cultural Psychology, 40 (5), 880–93.

 

Educational Innovations Incorporating Subsistence and Sustainability

Viswanathan, Madhu (2011), “Conducting Transformative Consumer Research Lessons Learned in Moving From Basic Research to Transformative Impact in Subsistence Marketplaces,” Transformative Consumer Research for Personal and Collective Well-Being, Editors, David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie Ozanne, Routledge/Taylor & Francis, Forthcoming.

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.

Bello-Bravo, J., Diaz, R., Venugopal, S., Viswanathan, M., and B. R. Pittendrigh (2010), “Expanding the Impact of Practical Scientific Concepts for Low-Literate Learners through an Inclusive and Participatory Virtual Knowledge Ecosystem,” Journal of the World Universities Forum, 3(4):147-164.