Contact Information
61 Wohlers
1206 S Sixth
M/C 706
Champaign, IL 61820
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
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/10.4337/9781802202144.00012