College of Business: University of Illinois at Urbana-Champaign

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Journal of Macromarketing


Echambadi, R. , Sridharan, S., Venugopal, S. Forthcoming. Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems: A Social Capital Explanation. Journal of Macromarketing

Jung, K., Venugopal, S. , Minefee, I. , Jung, I. Forthcoming. Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption and the Environment. Journal of Macromarketing

Viswanathan, M. , Seth, A., Gau, R., Chaturvedi, A. 2009. Internalizing Social Good Into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation. Journal of Macromarketing, 29: 406-425

Viswanathan, M. , Gau, R. 2005. Functional Illiteracy and Nutritional Education in the United States: A Research-Based Approach to the Development of Nutritional Education Materials for Functionally Illiterate Consumers. Journal of Macromarketing, 25: 187-201

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