Venugopal, S., & Chakrabarti, R. (2022). How Subsistence Communities Reconfigure Livelihood Systems in Response to Climate Change: A Coupled-Systems Perspective. Journal of Macromarketing (Link)

Raghubanshi, G., Venugopal, S., & Saini, G. K. (2021). Fostering inclusive social innovation in subsistence marketplaces through community-level alliances: An institutional work perspective. Industrial Marketing Management97, 21-34. (Link)

Venugopal, S. (2021). Envisioning a community‐centric approach to impact assessments in subsistence marketplaces. Journal of Consumer Affairs, 55(1), 118-133.  (Link)

Viswanathan, M., Chakrabarti, R., Ingenbleek, P., Venugopal, S. (2021). Introduction to the special section on subsistence marketplaces. Journal of Consumer Affairs, 55(1), 3-7. (Link)

Steinfield, L., Venugopal, S., Appau, S., Barrios, A., Dadzie, C., Gau, R., Holt, D., Nguyen, M. Shultz, C. (2021). Across Time, Across Space and Intersecting in Complex Ways: A Framework for Assessing Impacts of Environmental Disruptions on Nature-Dependent Prosumers. Journal of Public Policy and Marketing, 40(2), 262-284. (Link)

Venugopal, S. and Viswanathan, M. (2021). Negotiated Agency in the Face of Consumption Constraints: A Study of Women Entrepreneurs in Subsistence Contexts. Journal of Public Policy and Marketing, 40(3), 336-353. (Link)

Aiyar, A. and Venugopal, S (2020). A Macromarketing Approach to Addressing the Ethical Challenge of Market Inclusion in Base of the Pyramid Markets. Journal of Business Ethics. 164 (2), 243-260. [Equal authorship] (Link)

Venugopal, S. and Viswanathan, M. (2019). Implementation of Social Innovations in Subsistence Marketplaces: A Facilitated Institutional Change Process Model. Journal of Product Innovation Management. 36(6), 800-823. (Link)

Venugopal, S., Gau, R., Appau, S., Sample, K. and Pereira, R. (2019). Adapting Traditional Livelihood Practices in the Face of Environmental Disruptions in Subsistence Communities. Journal of Business Research, 100 (July), 400-409, (Link)

Godinho, V., Venugopal, S., Russell, R., Singh, S. (2017). When Exchange Logics Collide: Insights from Remote Indigenous Australia. Journal of Macromarketing. 37(2), 153-166. (Link)

Venugopal, S. , Viswanathan, M. (2017). Poverty and the Subsistence Marketplaces Approach: Implications for Marketing Theory. Marketing Theory. 17(3), 341-356. (Link)

Viswanathan, M, Venugopal, S., Minefee, I., Mariñas, B., Guest, J., Bauza, V., Valentino, L., Kupaza, R., Jones, M. (2016). A Bottom-Up Approach to Short-Term Immersion in Subsistence Marketplaces: Methodological and Substantive Lessons on Poverty and the Environment from Tanzania. Organization & Environment. 29(4), 438-460. (Link)

Venugopal, S. , Viswanathan, M., Jung, K. (2015). Consumption Constraints and Entrepreneurial Intentions in Subsistence Marketplaces. Journal of Public Policy and Marketing. 34(2), 235-251. (Press Release) (Link)

Viswanathan, M., Venugopal, S. (2015). Subsistence Marketplaces: Looking Back, Looking Forward. Journal of Public Policy and Marketing. 34(2), 228-234. (Invited article) (Link)

Venugopal, S. , Viswanathan, M. (2015). Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: a Bottom–Up 3C (Customer, Community, and Context) Approach. Customer Needs and Solutions. 2(4), 325-336. (Link)

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(2), 213-226. (Link)

Viswanathan, M. , Jung, K. , Venugopal, S., Minefee, I. , Jung, I. 2014. Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption, Conservation, and the Environment. Journal of Macromarketing, 34 (1), 8-27. (Lead article) (Link)

Viswanathan, M. , Sridharan, S., Ritchie, R., Venugopal, S., Jung, K. 2012. Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy. Journal of Public Policy and Marketing, 31(2), 159-177. (Lead article) (Link)

Bello-Bravo, J., Diaz, R., Venugopal, S., Viswanathan, M. , Pittendrigh, B. 2010. Expanding the Impact of Practical Scientific Concepts for Low-Literate Learners through an Inclusive and Participatory Virtual Knowledge Ecosystem. Journal of the World University Forum, 3(4), 147-164. (Link)



The academic world is replete with sweeping generalizations about poverty based on abstract theories or aggregated facts. What is often neglected are the human stories underlying these generalizations. This book is an attempt at remedying the situation.

Over the years, my co-authors and I have had the privilege of meeting hundreds of individuals from subsistence marketplaces who have graciously shared their stories with us. This book is our way of introducing these remarkable individuals to the world, in an intimate way.






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