Additional Campus Affiliations
Research Professor, Business Administration
Recent Publications
Jaikumar, S., Viswanathan, M., Dutta, S., & Sreekumar, A. (2025). Effects of household characteristics on low-income family businesses: evidence from India. Journal of Research in Marketing and Entrepreneurship, 27(3), 383-408. https://doi.org/10.1108/JRME-02-2024-0043
Viswanathan, M. (2025). Bottom-up design of field research on subsistence entrepreneurship: concretizing, localizing and socializing research methods. In Handbook of Research on Base of the Pyramid Entrepreneurship (pp. 84-94). Edward Elgar Publishing. https://doi.org/10.4337/9781802202144_5
Viswanathan, M., Goreczny, A., Sreekumar, A., & Cai, X. S. (2025). Impact through being bottom-up in multi-fold realms: lessons from journeying to subsistence marketplaces and marketplace literacy. European Journal of Marketing. Advance online publication. https://doi.org/10.1108/EJM-11-2023-0812
Viswanathan, M., Jones, M., & Morse, S. (2025). Subsistence entrepreneurship: insights from our journey into subsistence marketplaces and marketplace literacy. In Handbook of Research on Base of the Pyramid Entrepreneurship (pp. 96-106). Edward Elgar Publishing. https://doi.org/10.4337/9781802202144_6
Sinha, G. R., Viswanathan, M., & Larrison, C. R. (2024). Student loan debt and mental health: a comprehensive review of scholarly literature from 1900 to 2019. Journal of Evidence-Based Social Work (United States), 21(3), 363-393. https://doi.org/10.1080/26408066.2023.2299019