Bottom-Up Enterprise: Insights From Subsistence Marketplaces and Marketplace Literacy
Much of humanity lives at or near subsistence across resource and literacy barriers. This presentation will draw insights from the field of subsistence marketplaces that takes a unique bottom-up approach to the intersection of poverty and marketplaces, and the social endeavor of marketplace literacy education offered in four continents. The presentation will cover topics such as product design and social and business innovation, as well as sustainable development. The synergies derived between research, teaching and social initiatives this arena will be interest for researchers, educators, students, social and business practitioners, and policy makers.
El siguiente seminario se realiza en el idioma inglés.
Madhu Viswanathan (B.Tech, Mechanical Engineering, IIT, Madras, 1985; Ph.D. (Marketing), University of Minnesota, 1990) joined the faculty in Business Administration (Marketing) at Loyola Marymount University in 2019, following 29 years at the University of Illinois, Urbana-Champaign. His research programs are on measurement, and subsistence marketplaces, where he has authored several books including Measurement Error and Research Design (Sage, 2005), Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces (Springer, 2008), Subsistence Marketplaces (2013), and Bottom-Up Enterprise (2016). He pioneered the area of subsistence marketplaces, a bottom-up approach to poverty and marketplaces (www.subsistencemarketplaces.org). He teaches courses on research methods, subsistence, and sustainability reaching thousands of students in-person and on-line. He founded and directs the Marketplace Literacy Project (www.marketplaceliteracy.org), pioneering marketplace literacy education that has reached more than 100,000 women across four continents. He has received numerous awards and served on the Livelihoods Advisory Board of UNHCR.
Doctora en Dirección de Empresas, UCEMA. Estudio del consumo e Investigación de Mercado, UBA. Posgrado en Dirección de Empresas, UCA e Ingeniera Electrónica, UBA.
Directora de la Especialización de Marketing Estratégico de UCEMA. Profesora de Grado, Especialización en Marketing Estratégico y MBA de UCEMA en las áreas de marketing, administración, comportamiento del consumidor e investigación de mercados. Tutora de tesis doctorales. Dictó clase en UBA y en el ámbito internacional, impartió clases para el MBA en Edinburgh Business School y para el Doctorado en SMC University. Investigadora invitada del TEC de Monterrey e integra equipos internacionales de investigación de CLADEA.
Directora de la consultora GPSMARKETING. Consultora Estratégica especializada en el análisis de datos de mercado y de información interna de la empresa, con foco en pymes. Asesora a organizaciones en el planeamiento estratégico, marketing, e investigación de mercado .
Su trayectoria profesional incluye posiciones en los departamentos de marketing de empresas multinacionales como IBM, Bunge & Born y Cadbury Stani, además de una extensa experiencia como consultora de grandes empresas y pymes.