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Madhubalan Viswanathan · Study
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Author
Madhubalan Viswanathan
42 works
· latest 2026
· 3 institutions
cluster: provisional
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32
Citations
2,509
Works here
42
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Most cited in this library
Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management
2004 · 298 citations
Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy
2012 · 222 citations
Product Development for the BoP : Insights on Concept and Prototype Development from University‐Based Student Projects in I ndia
2011 · 172 citations
Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship beyond Literacy and Resource Barriers
2007 · 152 citations
Ingraining Product-Relevant Social Good into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation
2009 · 150 citations
Works
42 shown
Addressing Affective Barriers Through Transformative Services in Subsistence Marketplaces
Journal of Public Policy & Marketing
·
2026
·
6 authors
·
Open access
0
citations
Subsistence entrepreneurship: insights from our journey into subsistence marketplaces and marketplace literacy
Edward Elgar Publishing eBooks
·
2026
·
3 authors
·
chapter
0
citations
Impact through being bottom-up in multi-fold realms: lessons from journeying to subsistence marketplaces and marketplace literacy
European Journal of Marketing
·
2025
·
4 authors
0
citations
Cognitive and Affective Scarcities and Relational Abundance: Lessons from the Confluence of Extreme and Chronic Scarcities in Subsistence Marketplaces
Journal of the Association for Consumer Research
·
2020
·
2 authors
·
Open access
13
citations
Consumers and technology in a changing world: the perspective from subsistence marketplaces
European Journal of Marketing
·
2019
·
2 authors
38
citations
Envisioning Marketing Advances in an Era of Disruptions: A Bottom-up Perspective from Subsistence Marketplaces
Sage eBooks
·
2019
·
1 author
·
chapter
2
citations
The subsistence marketplaces approach to poverty
Marketing Theory
·
2017
·
2 authors
83
citations
Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach through the Subsistence Marketplaces Approach
Markets Globalization & Development Review
·
2017
·
2 authors
·
Open access
15
citations
Subsistence Marketplaces at the Confluence of Culture, Poverty, and Low Literacy: Materially Poor but Relationally Rich?
Springer eBooks
·
2017
·
1 author
·
chapter
5
citations
Subsistence Marketplaces: Looking Back, Looking Forward
Journal of Public Policy & Marketing
·
2015
·
2 authors
34
citations
Consumption Constraints and Entrepreneurial Intentions in Subsistence Marketplaces
Journal of Public Policy & Marketing
·
2015
·
3 authors
86
citations
Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: a Bottom–Up 3C (Customer, Community, and Context) Approach
Customer Needs and Solutions
·
2015
·
2 authors
·
Open access
32
citations
Transformative Subsistence Entrepreneurship
Journal of Macromarketing
·
2014
·
4 authors
67
citations
Commentary on “Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies”
Journal of Retailing
·
2012
·
2 authors
·
editorial
76
citations
Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy
Journal of Public Policy & Marketing
·
2012
·
5 authors
222
citations
Aesthetic Marketplaces in Informal Economies: An Artifactual Experience
Academy of Management Proceedings
·
2012
·
9 authors
·
other
0
citations
From impactful research to sustainable innovations for subsistence marketplaces
Journal of Business Research
·
2012
·
2 authors
·
Open access
31
citations
Studying low-literate consumers through experimental methods: Implications for subsistence marketplaces
Journal of Business Research
·
2012
·
3 authors
34
citations
Product Development for the BoP : Insights on Concept and Prototype Development from University‐Based Student Projects in I ndia
Journal of Product Innovation Management
·
2011
·
2 authors
172
citations
Sustainable Product and Market Development for Subsistence Marketplaces: Creating Educational Initiatives in Radically Different Contexts*
Journal of Product Innovation Management
·
2011
·
2 authors
42
citations
The SAGE Handbook of Measurement
SAGE Publications Ltd eBooks
·
2010
·
2 authors
·
book
60
citations
Ingraining Product-Relevant Social Good into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation
Journal of Macromarketing
·
2009
·
4 authors
150
citations
Understanding the influence of literacy on consumer memory: The role of pictorial elements
Journal of Consumer Psychology
·
2009
·
4 authors
55
citations
Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing
Journal of Public Policy & Marketing
·
2009
·
4 authors
134
citations
From Subsistence to Sustainable:: A Bottom-Up Perspective on the Role of Business in Poverty Alleviation
·
2009
·
2 authors
1
citations
DOING WELL BY DOING GOOD: PURSUING COMMERCIAL SUCCESS BY INTERNALIZING SOCIAL GOOD IN SUBSISTENCE MARKETS.
Academy of Management Proceedings
·
2007
·
4 authors
·
other
28
citations
Understanding and enabling marketplace literacy in subsistence contexts: The development of a consumer and entrepreneurial literacy educational program in South India
International Journal of Educational Development
·
2007
·
2 authors
79
citations
Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship beyond Literacy and Resource Barriers
Advances in international management
·
2007
·
2 authors
·
chapter
152
citations
Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India
Advances in international management
·
2007
·
1 author
·
chapter
90
citations
Product and Market Development for Subsistence Marketplaces
Advances in international management
·
2007
·
2 authors
·
book
39
citations
Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management
Journal of Marketing
·
2004
·
3 authors
298
citations
Maximum versus meaningful discrimination in scale response:
Journal of Business Research
·
2003
·
3 authors
·
Open access
92
citations
Representation of Numerical and Verbal Product Information in Consumer Memory
Journal of Business Research
·
2000
·
2 authors
26
citations
Understanding How Product Attributes Influence Product Categorization: Development and Validation of Fuzzy Set-Based Measures of Gradedness in Product Categories
Journal of Marketing Research
·
1999
·
2 authors
96
citations
Understanding how Product Attributes Influence Product Categorization: Development and Validation of Fuzzy Set-Based Measures of Gradedness in Product Categories
Journal of Marketing Research
·
1999
·
2 authors
52
citations
Processing of Numerical and Verbal Product Information
Journal of Consumer Psychology
·
1996
·
2 authors
57
citations
Comparative Judgments of Numerical and Verbal Attribute Labels
Journal of Consumer Psychology
·
1994
·
2 authors
39
citations
Measurement of individual differences in preference for numerical information.
Journal of Applied Psychology
·
1993
·
1 author
·
Open access
62
citations
Processing numerical versus verbal attribute information: A study using information acquisition patterns
Marketing Letters
·
1992
·
2 authors
7
citations
The encoding and utilization of magnitudes of product attributes : an investigation using numerical and verbal information / 1992:105
Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign)
·
1992
·
2 authors
·
Open access
4
citations
The Implementation of Business Strategies: Implications for the Sales Function
Journal of Personal Selling and Sales Management
·
1992
·
2 authors
36
citations
A study of comparative judgments based on numerical and verbal attribute labels / 1992:113
Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign)
·
1992
·
2 authors
·
Open access
0
citations