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What the subsistence marketplaces stream is really about : beginning with micro-level understanding and being bottom-up
Viswanathan, Madhu - In: Journal of marketing management : MM 33 (2017) 17/18, pp. 1570-1584
Persistent link: https://www.econbiz.de/10011854359
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Product and market development for subsistence marketplaces
Rosa, Jose Antonio (ed.); Viswanathan, Madhu (contributor) - 2007 - 1. ed.
Persistent link: https://www.econbiz.de/10003449636
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A microlevel approach to understanding BoP marketplaces
Viswanathan, Madhu - In: Next generation business strategies for the base of the …, (pp. 129-164). 2011
Persistent link: https://www.econbiz.de/10008840684
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Product and market development for subsistence marketplaces : consumption and entrepreneurship beyond literacy and resource barriers
Viswanathan, Madhu; Rosa, Jose Antonio - In: Product and market development for subsistence marketplaces, (pp. 1-17). 2007
Persistent link: https://www.econbiz.de/10003521933
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Marketing interactions in subsistence marketplaces : a bottom-up approach to designing public policy
Viswanathan, Madhu; Sridharan, Srinivas; Ritchie, Robin; … - In: Journal of public policy & marketing : JPP & M ; an … 31 (2012) 2, pp. 159-177
Persistent link: https://www.econbiz.de/10009679234
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From impactful research to sustainable innovations for subsistence marketplaces
Nakata, Cheryl; Viswanathan, Madhu - In: Journal of business research : JBR 65 (2012) 12, pp. 1655-1657
Persistent link: https://www.econbiz.de/10009683176
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Special issue: Sustainable innovations for subsistence marketplaces
Viswanathan, Madhu (contributor) - In: Journal of business research : JBR 65 (2012) 12, pp. 1655-1748
Persistent link: https://www.econbiz.de/10009683178
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How global marketing can be more global and more marketing : a bottom-up perspective from subsistence marketplaces
Viswanathan, Madhu; Sreekumar, Arun - In: Journal of global marketing 34 (2021) 4, pp. 282-291
Persistent link: https://www.econbiz.de/10012650604
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The subsistence marketplaces approach to poverty : lications for marketing theory
Venugopal, Srinivas; Viswanathan, Madhu - In: Marketing theory 17 (2017) 3, pp. 341-356
Persistent link: https://www.econbiz.de/10011824998
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Subalterns, empowerment and the failed imagination of markets
Khare, Apoorv; Varman, Rohit - In: Journal of marketing management : MM 33 (2017) 17/18, pp. 1593-1602
Persistent link: https://www.econbiz.de/10011854428