Browsing Open Access Journal Articles by Author "Sridharan, Srinivas"
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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 ...