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.
Dra. en Dirección de Empresas, UCEMA
Doctora en Dirección de Empresas, UCEMA. Estudio del consumo e Investigación de Mercado, Universidad de Buenos Aires. Posgrados en Dirección de Empresas, Universidad Católica e Ingeniera Electrónica, Universidad de Buenos Aires.
Directora de la consultora GPSMARKETING. Consultora en Marketing & Research. Asesora a empresas en el planeamiento estratégico, marketing, e investigación de mercado.
Su labor profesional se desarrolló en los departamentos de marketing de empresas multinacionales (IBM, Bunge & Born, Cadbury Stani), así como en la consultoría externa de grandes compañías y pymes.
Dirige la Licenciatura en Marketing, la Diplomatura en Investigación de Mercados y la Diplomatura en Marketing Estratégico de la UCEMA. También se desarrolla como profesora de de la Univ. de Buenos Aires.
En el ámbito internacional, dicta clases para el MBA en Edinburgh Business School y clases de Doctorado en SMC University.
Habitual colaboradora de la revista Temas de Management donde publicó los artículos: "Del marketing tradicional al marketing directo", "Mitos y verdades de las estrategias de marketing en las PyMEs" y "Segmentación en la era de la globalización: ¿Cómo encontrar un segmento nuevo de mercado?". Publicó en la Serie Documentos de Trabajo de UCEMA "La globalización, un proceso científico y tecnológico que genera irreversibles cambios sociales".
Directora de la Especialización en Marketing Estratégico