Business-Administration People | All PHD Students | Marketing

Srinivas Venugopal

Educational Background

MBA, University of Illinois at Urbana-Champaign, 2011
B.S., Electrical and Electronics Engineering, Anna University, College of Engineering, 2005

Positions Held

Social Entrepreneur, IITM"s Rural Technology and Business Incubator, 2007-2009
Programmer Analyst, Cognizant Technology Solutions, 2005-2007

Recent Publications

Venugopal, S. Forthcoming. Poverty and the Subsistence Marketplaces Approach: Implications for Marketing Theory. Marketing Theory

Venugopal, S. Forthcoming. Institutional Merging in Subsistence Marketplaces: Implications for Marketing Management. Journal of Marketing

Venugopal, S., Jung, K. Forthcoming. Consumption Constraints andEntrepreneurial Intentions in Subsistence Marketplaces. Journal of Public Policy and Marketing

Viswanathan, M. , Jung, K., Venugopal, S., Minefee, I. , Jung, I. Forthcoming. Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption, Conservation, and the Environment. Journal of Macromarketing, 34: 8-17

Venugopal, S. Forthcoming. Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: A Bottom-Up 3C (Customer, Community, and Context) Approach . Customer Needs and Solutions

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

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

Viswanathan, M. , Echambadi, R. , Venugopal, S., Sridharan, S. 2014. Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems: A Social Capital Explanation. Journal of Macromarketing, 34: 213-226

Venugopal, S. 2013. Business and community: The Story of Corporate Social Responsibility in India (Book Review). Enterprise and Society

Honors and Awards

Albert Haring Symposium (discussant), Indiana University, 2013

Richard D. and Anne Marie Irwin Fellowship, University of Illinois, 2013

Walter H. Stellner Doctoral Fellowship, University of Illinois at Urbana-Champaign, 2011-2013

Dr. Avinish Chaturvedi Memorial Student Ambassador Award in Marketing, University of Illinois, 2012

Winner of the 4th Base of the Pyramid narrative competition, Center for Sustainable Global Enterprise at Cornell University, 2010-2011

Co-curator of TED licensed TEDxUIUC, College of Business, 2009-2011

Teaching and Research Interests

Srinivas blends insights from his academic research and his on-field experience as a social entrepreneur to create a rich learning experience. His teaching interests are: Principles of Marketing;Sustainable Marketing;Poverty and Marketing

Srinivas has a background in social entrepreneurship and his research interests lie in the area of poverty and sustainability. His research strives to obtain rich insights with theoretical significance and policy relevance. He explores the phenomenon of poverty both at the individual and social level. At the individual level, his research explores the impact of constraints and uncertainty on consumer motivation, cognition and behavior. At the social level, his research is focused on obtaining nuanced theoretical insights on social capital and organizational legitimacy.