College of Business: University of Illinois at Urbana-Champaign

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College » Subsistence » Research » Journal Issues

Publications

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

 

Books

Cover of book

Viswanathan, Madhu, Subsistence Marketplaces (2013), eBook

(More information can be found here)

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.

ShowContents:

Foreword
Jagdish N. Sheth, Charles H. Kellstadt

 

Product and market development for subsistence marketplaces: consumption and entrepreneurship beyond literacy and resource barriers
Madhubalan Viswanathan, Jose(c)(p) Antonio Rosa

 

Understanding product and market interactions in subsistence marketplaces: a study in South India
Madhubalan Viswanathan

 

A family systems interpretation of how subsistence consumers manage: the case of South Africa
Julie A. Ruth, Rachel Oakley Hsiung

 

Potential vulnerabilities of U.S. subsistence consumers to persuasive marketing communications
Jerome D. Williams, William J. Qualls, Nakeisha Ferguson

 

Understanding subsistence marketplaces: exploring the contributions of participatory action research
Julie L. Ozanne, Bige Saatcioglu

 

Impact of entrepreneurship development through corporate interventions: an assessment of the case of HLL's Project Shakti
M.J. Xavier, J. Raja, S. Usha Nandhini

 

Participatory research methods for subsistence consumers
Edward McKenzie Abbey, Sharmin Attaran

 

Microcredit through the feminist lens: toward a more equitable approach to social entrepreneurship
Ina Freeman, Nancy Higginson

 

Marketing in subsistence markets: innovation through decentralization and externalization
Robin Ritchie, Srinivas Sridharan

 

Market orientation and performance in low-income countries: the case of Zimbabwean retailers
Steven Michael Burgess, Pfavai Nyajeka

 

Unilever's business in India's subsistence economies
Rohithari Rajan

 

Toward more responsive organizations: openness to change and culture preservation in subsistence and developing economies
Charles M. Wood

 

Consumption and environmental degradation: a long-term view
Kanwalroop Kathy Dhanda, Ronald Paul Hill

 

Market disintermediation and producer value capture: the case of fair trade coffee in Nicaragua, Peru, and Guatemala
Eric J. Arnould, Alejandro Plastina, Dwayne Ball

 

This volume provides a more detailed and profound understanding of an important and, until recently ignored, global phenomenon: marketplaces where individuals living in poverty buy/sell products and services. It is estimated that as many as 4 billion people with buying power exceeding $14 trillion fall into this market segment. Historically, the research in this area was conducted among consumers from industrialized economies. This research is rooted in fundamental assumptions about literacy and numeracy skills, life stability, cognitive predilections, and consumer access to basic resources such as education, water, and sanitation that often do not hold for poverty-stricken marketplaces.This volume presents a collection of articles that describe this particular group of consumers and entrepreneurs, and inform us on better ways to understand, reach, and empower them. The potential to do well by doing good in these impoverished marketplaces is very high, it is the hope of the editors that this reference will jumpstart the development of new theories, frameworks, and models that address both consumption and entrepreneurship in this particular market. This series publishes conceptual and empirical papers that deal with international topics from all areas within the management field. The organizations studied can be domestic or multinational, and the level of analysis can be macro or micro. Through new theoretical insights, managerial application, methodology, or data, the papers make a significant contribution to advancing knowledge about international management.

 

 

 

Special Issue of the Journal of Business Research, 2010.

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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

 

 

 

Special Issue of the Journal of Business Research, 2012.

ShowContents:

From impactful research to sustainable innovations for subsistence marketplaces
Cheryl Nakata, Madhubalan Viswanathan

 

Defining success in subsistence businesses
Arcelia Toledo-López, René Díaz-Pichardo, Julio C. Jiménez-Castañeda, Patricia S. Sánchez-Medina

 

African microentrepreneurship: The reality of everyday challenges
Benet DeBerry-Spence, Esi Abbam Elliot

 

Effects of pictorial product-warnings on low-literate consumers
Haeran Jae, Madhubalan Viswanathan

 

Studying low-literate consumers through experimental methods: Implications for subsistence marketplaces
Roland Gau, Haeran Jae, Madhubalan Viswanathan

 

Overcoming institutional distance: Expansion to base-of-the-pyramid markets
Sofie Van den waeyenberg, Luc Hens

 

New perspectives on learning and innovation in cross-sector collaborations
Matthew Murphy, Francois Perrot, Miguel Rivera-Santos

 

Social alliances: Business and social enterprise collaboration for social transformation
Sema Sakarya, Muzaffer Bodur, Özlem Yildirim-Öktem, Nisan Selekler-Göksen

 

Bridging the institutional divide: Partnerships in subsistence markets
Miguel Rivera-Santos, Carlos Rufín, Ans Kolk

 

Stakeholder engagement: Building participatory and deliberative spaces in subsistence markets
Canan Corus, Julie L. Ozanne

 

Business development and marketing within communities of social service clients
James M. Mandiberg, Richard Warner

 

Cultivating terroir in subsistence markets: Development of terroir strategy through harmony-with-community framework
Raed Elaydi, Josetta McLaughlin

 

 

 

Special Issue: Subsistence Marketplaces, Journal of Macromarketing, 2014.

ShowContents:

Introduction to the Special Issue on Subsistence Marketplaces: From Micro-Level Insights to Macro-Level Impact
Madhu Viswanathan, Clifford J. Shultz II, and Srinivas Sridharan

 

Poverty and Intersectionality: A Multidimensional Look into the Lives of the Impoverished
Bige Saatcioglu and Canan Corus

 

Microcredit and Metaphors in Subsistence Markets
Esi Abbam Elliot, Joseph Cherian, and Raed Elaydi

 

Subsistence Consumer-Merchant Marketplace Deviance in Marketing Systems: Antecedents, Implications, and Recommendations
Shikha Upadhyaya, Richard J. Vann, Sonia Camacho, Courtney Nations Baker, R. Bret Leary, John D. Mittelstaedt, and José Antonio Rosa

 

Community-Based Initiatives and Poverty Alleviation in Subsistence Marketplaces
Roland Gau, Edward Ramirez, Maria E. Barua, and Ricardo Gonzalez

 

“Until We Live Like They Live in Europe”: A Multilevel Framework for Community Empowerment in Subsistence Markets
Sara Lindeman

 

Linking Subsistence Activities to Global Marketing Systems: The Role of Institutions
Ans Kolk

 

 

 

Journal of Marketing Management, 2014.

ShowContents:

Fostering fair and sustainable marketing for social entrepreneurs in the context of subsistence marketplaces
Tina M. Facca-Miess and Nicholas J. C. Santos

 

Exploring the impact of mobile money services on marketing interactions in relation to consumer well-being in subsistence marketplaces - lessons from rural Cambodia
Jeff Fang, Roslyn Russell, and Supriya Singh

 

Introduction to a special section on subsistence marketplaces: moving bottom-up from marketplace insights to managerial implications
Srinivas Sridharan, Madhu Viswanathan, Raymond Benton, and Cliff Shultz

 

Teaching how to fish: lessons from information and communication technologies for international development
Kentaro Toyama

 

Strategic orientation in handicraft subsistence businesses in Oaxaca, Mexico
Luis Mendoza-Ramírez and Arcelia Toledo-López

 

The critical participant
Jeff B. Murray and Julie L. Ozanne

 

Complex services and choice criteria: an example from the life assurance market
James F. Devlin

 

Uddering the other: Androcentrism, ecofeminism, and the dark side of anthropomorphic marketing
Lorna Stevens, Matthew Kearney, and Pauline Maclaran

 

Management framework guiding strategic thinking in rapidly changing markets
David W. Cravens, Nigel F. Piercy, and Artur Baldauf

 

 

Articles

Articles are sorted by topic.

 

Low-Literate Consumer Behavior

Jae, Haeran, and Madhubalan Viswanathan (2012), “Effects of Pictorial Product-Warnings on Low-Literate Consumers,” Journal of Business Research, 65, 1674-1682.

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, Madhu, Raj Echambadi, Srinivas Venugopal, and Srinivas Sridharan (Forthcoming), “Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems: A Social Capital Explanation,” Journal of Macromarketing (2014): 0276146714521635.

Viswanathan, Madhu, Kiju Jung, Srinivas Venugopal, Ishva Minefee, and In Woo Jung (Forthcoming), “Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption and the Environment” Journal of Macromarketing.

Sridharan, Srinivas, Elliot Maltz, Madhu Viswanathan, and Samir Gupta, “Transformative Subsistence Entrepreneurship: A Study in India”, Journal of Macromarketing (2014): 0276146714529659.

Viswanathan, Madhubalan, Srinivas  Sridharan, Robin Ritchie, Srinivas Venugopal, and Kiju Jung (2012), “Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy,” Journal of Public Policy and Marketing, 31 (2), 159- 177 (Lead Article).

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, Madhu, Cliff Shultz, and Srinivas Sridharan (Forthcoming), “Introduction to the Special Issue on Subsistence Marketplaces: From Micro-Level Insights to Macro-Level Impact.” Journal of Macromarketing (2014): 0276146714522266.

Sridharan, Srinivas, Madhu Viswanathan, Raymond Benton, and Cliff Shultz (Forthcoming), Journal Of Marketing Management.

Nakata, Cheryl, and Madhubalan Viswanathan (2012), “From Impactful Research to Sustainable Innovations for Subsistence Marketplaces,” Journal of Business Research, 65, 1655-1657.

Viswanathan, Madhubalan, and Srinivas Sridharan (2012), “Product Development for the BoP: Insights on Concept and Prototype Development from University-Based Student Projects in India,” Journal of Product Innovation Management, 29 (1), 52-69.

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

Gau, Roland, Haeran Jae, and Madhubalan Viswanathan (2012), “Studying Low-Literate Consumers Through Experimental Methods: Implications for Subsistence Marketplaces,” Journal of Business Research, 65, 1683-1691.

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

Au, Evelyn W. M., Chi-yue Chiu, Avinish Chaturvedi, LeeAnn Mallorie, Madhu Viswanathan, Zhi-Xue Zhang and Krishna Savani (2011), “Maintaining Faith in Agency Under Immutable Constraints: Cognitive Consequences of Believing in Negotiable Fate,” International Journal of Psychology, 1-12.

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, Madhubalan, “Curricular Innovations on Sustainability and Subsistence Marketplaces: Philosophical, Substantive and Methodological Orientations,” Journal of Management Education, 36, 389-427.

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, and Srinivas Sridharan (2012), “Product Development for the BoP: Insights on Concept and Prototype Development from University-Based Student Projects in India,” Journal of Product Innovation Management, 29 (1), 52-69.

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.

 

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