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Madhubalan Viswanathan
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Journal Articles

Impact through being bottom-up in multi-fold realms: lessons from journeying to subsistence marketplaces and marketplace literacy

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Madhubalan Viswanathan, Ashley Goreczny, Arun Sreekumar, Xiuying Sophy Cai
Journal: European Journal of Marketing
European Journal of Marketing (2025) 59 (9): 2155–2169.
https://doi.org/10.1108/EJM-11-2023-0812
Published: 13 October 2025
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Journal Articles

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

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Madhubalan Viswanathan, Arun Sreekumar
Journal: European Journal of Marketing
European Journal of Marketing (2019) 53 (6): 1254–1274.
https://doi.org/10.1108/EJM-11-2017-0826
Published: 27 March 2019
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