Publications

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

Books

Instructor’s Manuals and Script Manuals for Marketplace and Maker Literacy

	Hedeman, John, Viswanathan, Madhu, Hanlon, Tom, and Venugopal, Srinivas. Voices from Subsistence Marketplaces. (2017).
	Viswanathan, Madhu. Bottom-Up Enterprise: Insights from Subsistence Marketplaces. (2016), eBook Read More
	Viswanathan, Madhu, Subsistence Marketplaces (2013), eBook Read More
	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. Read More
	Special Issue of the Journal of Business Research, 2010.   Read More
	Special Issue of the Journal of Business Research, 2012.   Read More
	Special Issue: Subsistence Marketplaces, Journal of Macromarketing, 2014.   Read More
	Journal of Marketing Management, 2014.   Read More
	Special Issue: Subsistence Marketplaces, Journal of Public Policy & Marketing, 2015.   Read More

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, “Understanding the Influence of Literacy on Consumer Memory: The role of pictorial elements.” 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 (2014), “Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems: A Social Capital Explanation,”Journal of Macromarketing (2014), 34(2) 213-226.

Viswanathan, Madhu, Kiju Jung, Srinivas Venugopal, Ishva Minefee, and In Woo Jung (2014), “Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption and the Environment”Journal of Macromarketing, 34(1) 8-27.

Sridharan, Srinivas, Elliot Maltz, Madhu Viswanathan, and Samir Gupta, “Transformative Subsistence Entrepreneurship: A Study in India”, Journal of Macromarketing (2014), 34(4) 486-504.

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, Madhubalan, and Srinivas Venugopal (2015), “Subsistence Marketplaces: Looking Back, Looking Forward,” Journal of Public Policy & Marketing, 34.2, 228-234.

Venugopal, Srinivas, Madhubalan Viswanathan, and Kiju Jung (2015), “Consumption Constraints and Entrepreneurial Intentions in Subsistence Marketplaces,” Journal of Public Policy & Marketing, 34.2 235-251.

Venugopal, Srinivas and Madhubalan Viswanathan (2015), “Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: A Bottom-Up 3C (Customer, Community, and Context) Approach,” Customer Needs and Solutions, 10.1007/s40547-015-0050-3.

Viswanathan, Madhu, Cliff Shultz, and Srinivas Sridharan (2014), “Introduction to the Special Issue on Subsistence Marketplaces: From Micro-Level Insights to Macro-Level Impact.” Journal of Macromarketing (2014), 34(2) 119-121.

Sridharan, Srinivas, Madhu Viswanathan, Raymond Benton, and Cliff Shultz, “Introduction to a special section on subsistence marketplaces: moving bottom-up from marketplace insights to managerial implications,” Journal Of Marketing Management, 30:5-6, 435-438, DOI: 10.1080/0267257X.2014.884789.

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, “Ingraining Product-Relevant 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

Jones-Christensen, Lisa, Enno Siemsen, Oana Branzei, and Madhubalan Viswanathan, “Data in Danger: From Intermediation to Interdependency in Extreme Research Settings,” Strategic Management Journal, (Forthcoming).

Viswanathan, Madhubalan, Srinivas Venugopal, Ishva Minefee, Benito Mariñas, Jeremy Guest, Valerie Bauza, Lauren Valentino, Ramadhani Kupaza, and Maria Jones (Forthcoming), “A Bottom-Up Approach to Short-Term Immersion in Subsistence Marketplaces: Methodological and Substantive Lessons on Poverty and the Environment from Tanzania,” Organization & Environment (Forthcoming).

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), “Literacy, Negotiable Fate, and Thinking Style Among Low Income Women in India, ” 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.