Browsing Open Access Journal Articles by Author "Sreekumar, Arun"
Now showing items 1-2 of 2
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Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy
Viswanathan, Madhu; Sreekumar, Arun; Sridharan, Srinivas; Sinha, Gaurav R. (Springer, 2024-04-17)We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We derive this approach from the research stream on radically diferent ... -
Marketplace literacy as a pathway to a better world: evidence from field experiments in low-access subsistence marketplaces
Viswanathan, Madhubalan; Umashankar, Nita; Sreekumar, Arun; Goreczny, Ashley (SAGE Publications, 2021-02-10)Multinational companies increasingly focus on subsistence marketplaces, given their enormous market potential. Nevertheless, their potential is untapped because subsistence consumers face extreme constraints. The authors ...