Third Virtual Subsistence Marketplaces Conference

                                                                                                THE POST-PANDEMIC "NEW" NORMAL IN SUBSISTENCE MARKETPLACES? 

June 3-4, 2022

Loyola Marymount University, Los Angeles via Zoom

                                                                                                            REGISTER NOW

(3 - 4 hours each day in different time zones)

Time Zone 1

7am - 10:30am - Pacific USA (GMT -7); 10am - 1:30pm - Eastern USA (GMT -4); 6pm - 9:30pm - Tanzania (GMT +3); 6:30pm - 10pm - India (GMT +5:30)

Time Zone 2

3pm - 6:30pm - Pacific USA (GMT -7); 6pm - 9:30pm - Eastern USA (GMT -4); 5am - 8:30am - China (GMT +8); 7am - 10:30am - Parts of Australia (GMT +10)

Sponsored by LMU Center for International Business Education and LMU College of Business Administration.

Conference Chairs

Andres Barrios
Universidad de los Andes, Colombia

Hussein Faruque Aly
Lancaster University, United Kingdom

Ashley Goreczny
Iowa State University, USA

Sheetal Kapoor
University of Delhi, India

Conference Director

Madhu Viswanathan
Loyola Marymount University, USA

Preliminary Program at 

Day 1: Presentation & Discussion Sessions

Academic research practice transformation (Time Zone 1)
  • Autoethnography – A methodology discussion

    • Hussein Faruque Aly, Lancaster University, UK
  • Comparative Bibliometric and Thematic Analysis of Microfinance and Women Empowerment: India Versus World
    • Megha Agarwal, Rajdhani College, Delhi University, India
    • Insha Ahad Wani, University of Kashmir, India

Environmental sustainability in subsistence marketplaces (Time Zone 1)
  • Traditional Culture and Challenges of Tourism on Sustainable Development in the Himalayan Region

    • Sheetal Kapoor, Kamala Nehru College, University of Delhi, India
    • Jigmet Wangdu, Research Scholar, University of Delhi, India
  • Sanitation Behavior in Rural India: Role of Public and Community Institutions
    • Deepa Gupta, Institute of Rural Management Anand, India

Entrepreneurship transformation (Time Zone 1)

  • Digital financial literacy : A Study of Unorganized Entrepreneur in Faridabad District

    • Rekha Sharma, Haryana, India
  •  Breaking the Poverty Shackles: How Bridging Ties Enable Subsistence Entrepreneurs to Upscale their Businesses to a Prosperous Level
    • Asifa Ilyas- Virtual University of Pakistan, Pakistan
  • Platform business driving the changing face of traditional value chain business – Textile Industry in Karnataka, India
    • Vanita Viswanath, Impactree and Shreni Network, India
    • Rajashri Sai, Impactree and Shreni Network, India

Consumer Behaviour Adaptation (Time Zone 1)

  • The Menace of Counterfeiting in India: Raising The Curtain

    • Vikas Trivedi, Institute of Law, Nirma University, India
    • Sheetal Kapoor, Kamala Nehru College, University of Delhi, India
  • Impediments to Retailer-Switching Behaviour: Extending the PPM model to Subsistence Consumer Behaviour
    • Abheeshek Dev Roy, IIM, Kozhikode, India
    • Geetha Mohan, IIM, Kozhikode, India
  • Contrasting Understandings of “Helping the Poor” Implications for Pedagogical Innovations about Subsistence Marketplaces Post COVID-19
    • Xiuying “Sophy” Cai, Xiamen University, Institute of Education, China
  • The Subsistence Marketplaces Approach on Menace of Misleading Advertisement in India during the COVID-19 Pandemic
    • Anita A Patil, Ramaiah College of Law, Bengaluru, India

Consumer Behaviour Adaptation (Time Zone 2)

  • The Systematic Exclusion of Tribal Consumers in Subsistence Marketplaces

    • Srinivas Venugopal, University of Vermont, USA

Healthcare and Subsistence Consumers (Time Zone 2)
  • Introducing Virtual and Physical Healthcare Access to Rural Subsistence Consumers: A Field Experiment in Tribal Areas of Tanzania

    • Nita Umashankar, San Diego State University, USA
    • Madhubalan Viswanathan, Loyola Marymount University, USA
    • Ashley Goreczny, Iowa State University, USA
  • Improving WASH Management in Health Care Facilities in Malawi: Incorporating a Gender Dimension for Effectiveness and Sustainability
    • Sean Irwin, Royal Roads University, Canada

Academic research practice transformation (Time Zone 2)
  • In our own back yard: Modeling the attributes of subsistence marketplaces with application in North America settings.

    • Roland Duncan, Loyola Marymount University, USA
  •  Understanding the Effect of Power on Creativity over Time: Implications for Low SES Individuals
    • Sahoon Kim, University of Illinois at Urbana Champaign, USA
    • Brian J. Lucas, Cornell University, USA
    • Jack A. Goncalo, University of Illinois at Urbana Champaign, USA
    • Joshua R. Bruce, University of Illinois at Urbana Champaign, USA

 Entrepreneurship transformation (Time Zone 2)

  • The Sustainable Supply Chain Management strategy in the competitive advantage of Subsistence Entrepreneurs marketers of mezcal in Mexico

    • Roberto Miguel Nieto García, Instituto Politécnico Nacional, CIIDIR Oaxaca, México
    • Arcelia Toledo López, Instituto Politécnico Nacional, CIIDIR Oaxaca, México
  • How did they survive? Market orientation and competitive advantage in subsistence businesses during COVID-19
    • Gustavo León Vargas- Instituto Politécnico Nacional, CIIDIR-Oaxaca, México
    • Arcelia Toledo López - Instituto Politécnico Nacional, CIIDIR-Oaxaca, México
  • How can social enterprises bridge the gap between the aid and market economies to address poverty (SDG1) in a developing country? A multi-stakeholder study
    • Iain Church, Warwick Business School, UK
    • Emma Macdonald, Warwick Business School, UK

Day 2: Panels, Workshops & Virtual Immersion

Saturday, June 4

  • Geo Regional Challenges in Subsistence Marketplaces (Time Zone 1)
    • Chaired by Sheetal Kapoor, Kamala Nehru College, University of Delhi, India
  •  Academic Practice in the New Normal (Time Zone 2)
    • Chaired by Andres Barrios, Universidad de Los Andes, Colombia
  • COVID Remaining Challenges and Adaptation in Subsistence Marketplaces (Time Zone 2)
    • Chaired by Ashley Goreczny, Iowa State University, USA 
  • Virtual Immersion with 360 Video in Real Time (Both Time Zones)
  • State of the Art in Teaching about Subsistence Marketplaces - An Interactive Workshop (Both Time Zones)
  • Business in Subsistence Marketplaces in a Post-COVID World - A Panel
  • Social Enterprise in the New Normal - A Workshop/Panel

Submissions for Journal Review for New Journal on Subsistence Marketplaces

A special issue or a special section of the recently launched journal titled Subsistence Marketplaces is likely to be published based primarily on articles developed from research presented at the conference and submitted to the review process. However, submission to the special issue will also be open to research not presented at the conference. Prior conferences have led to a book (Advances in International Management series by Elsevier in 2007), and special issues/sections of journals (Journal of Business ResearchJournal of MacromarketingJournal of Marketing ManagementJournal of Public Policy and Marketing, Journal of Consumer Affairs). Further details will be available as they are finalized. A tentative schedule is as follows.

Submission Deadlines for Full Drafts

  • September 30, 2022: Deadline for paper submission after incorporation of comments from conference participants and conference chairs
  • November 30, 2022: Feedback to authors after peer review
  • January 31, 2023: Deadline for revised submission
  • May 31, 2023: Final deadline for subsequent revisions

Madhu Viswanathan   

Professor, Department of Marketing, College of Bus. Admin., Loyola Marymount University, Los Angeles

Professor Emeritus, Department of Bus. Admin., Gies College of Business, University of Illinois, Urbana-Champaign                                                           
Subsistence Marketplaces Initiative 

Marketplace Literacy Project

Madhu Viswanathan   

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