Madhubalan Viswanathan

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Research Output

Open Access
  • Marketplace literacy education and coping behaviors among subsistence consumer–entrepreneurs during demonetization in India

    Viswanathan, M., Jaikumar, S., Sreekumar, A. & Dutta, S., Jan 1 2020, (Accepted/In press) In : Journal of Consumer Affairs.

    Research output: Contribution to journalArticle

  • Consumers and technology in a changing world: the perspective from subsistence marketplaces

    Viswanathan, M. & Sreekumar, A., Jun 10 2019, In : European Journal of Marketing. 53, 6, p. 1254-1274 21 p.

    Research output: Contribution to journalArticle

  • Open Access
  • Subsistence Marketplaces: Challenges and Opportunities

    Viswanathan, M., Elaydi, R., Gau, R. & Christensen, L. J., Jan 1 2019, In : Journal of Public Policy and Marketing. 38, 1, p. 36-41 6 p.

    Research output: Contribution to journalArticle

  • Honors & Recognition

    Thomas C. Kinnear/Journal of Public Policy and Marketing Award

    Viswanathan, Madhubalan (Recipient), Manoj Hastak (Recipient) & Roland Gau (Recipient), 2009