Additional Campus Affiliations
Research Professor, Business Administration
Recent Publications
Sapru, A., Minefee, I., Viswanathan, M., & Venugopal, S. (2026). Teaching entrepreneurship through film in subsistence marketplaces. New England Journal of Entrepreneurship, 1-18. https://doi.org/10.1108/NEJE-04-2025-0033
Viswanathan, M. (2026). Expanding and Enriching Marketing (and Management) Research, Education, and Practice Through Subsistence Marketplaces. Journal of Public Policy and Marketing, 45(3 Special Issue: Reclaiming Marketplace Inclusion as a Market...), 248-251. https://doi.org/10.1177/07439156261443938
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., Sreekumar, A., Jaikumar, S., & Dutta, S. (2025). A Field Experiment on Marketplace Literacy and Self-Help Group Membership in Subsistence Marketplaces. Journal of Macromarketing, 45(1), 6-21. https://doi.org/10.1177/02761467241302460
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