Srinivas Sridharan

I have global academic experience across India, USA, Canada and Australia. I conduct research on the impact of markets on quality of life and have published in international journals of high quality in marketing and interdisciplinary areas. I have taught using the case method and dialogic inquiry across undergraduate, Masters, and PhD programs.

I study market behaviour and social innovation in urban low-income human settlements. In recent projects, I have studied how subsistence entrepreneurs in India break out of poverty and transform their businesses and their communities; how hybrid marketing systems have been solving water and sanitation needs in urban informal settlements in Fiji, Vanuatu and Solomon Islands; how Indian off-grid renewable energy companies operate and serve customers in challenging remote rural locations; and how Zimbabwean smallholder farmers adopt a marketing mindset to participate and grow in increasingly remunerative markets. I use systems thinking concepts and statistical, ethnographic, and participatory action research methods.

Marketing Systems

Marketing Strategy

Entrepreneurship

Consumer Interest and Quality of Life

Social Innovation

Sustainable Development

Projects set in markets of developing countries

Projects in water, sanitation, housing, energy, and agriculture / food security

Marketing strategy in the consumer interest 

Projects involving entrepreneurial processes