Srinivas Sridharan

Srinivas Sridharan is an Associate Professor in the Department of Marketing, Faculty of Business & Economics, Monash University. Previously, he has taught at the Richard Ivey School of Business, University of Western Ontario in Canada (2003-2010) and at the Kelley School of Business, Indiana University in the US (2002-2003). Prior to pursuing doctoral studies, he worked for Philips Electronics in India as an engineer with sales and marketing responsibilities (1995-1997).

His research investigates market behaviour in contexts of low incomes (called in the literature as subsistence marketplaces and base-of-pyramid markets). These settings exist in advanced and developing economies alike, and contain vibrant consumer and entrepreneurial traditions (aside from contributing large chunks of national GDP). My work has produced insights relating to design of inclusive and affordable products, marketplace literacy, microenterprise business models, and the use of social capital in marketplace exchange. Findings have been published in premier academic journals as well as profiled in practitioner outlets such (e.g. Wall Street Journal).

His current research projects involve investigating community-driven, sustainable, and market-oriented water and sanitation management approaches in Pacific island communities (funded by AusAID); multi-country comparative study of micro enterprise business models; examining transformative entrepreneurial entities in subsistence settings; and a series of theoretical analyses of impoverished markets