Third Virtual Subsistence Marketplaces Conference

Aerial view of the LMU letters on the bluff


June 3 - 4, 2022

6:30am - 11:30am - Pacific USA (GMT -7); 9:30am - 2:30pm - Eastern USA (GMT -4); 4:30pm - 9:30pm - Tanzania (GMT +3); 7pm - Midnight - India (GMT +5:30)

Loyola Marymount University, Los Angeles via Zoom

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

Day 1: Presentations & Virtual Immersion

Friday, June 3

6:30 - 7 a.m. PST - Speed Breakout Introductions

7 - 8:15 a.m. PST - Concurrent Sessions

  • 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

    Sustainable Practices Adoption by Subsistence Farmers

    • Andres Barrios, Associate Professor, Universidad de Los Andes, Colombia
    • Laurel Steinfield, Associate Professor, Marketing, Bentley University, USA
    • Samuelson Appau, Assistant Professor, Melbourne Business School, Australia
    • Roland Gau, Assistant Professor of Marketing, National Chiao Tung University, Taiwan
    • Charlene A. Dadzie, Assistant Professor, University of South Alabama, USA
  • 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

    A Three-Phase Study on the Lifestyle & Investment Pattern of SHG Women in the Subsistence Marketplace in the Indian Context

    • Dr. Prema Rajan R K, Acharya Bangalore B- School, Bangalore, India
    • Dr. Arul Senthil B, Acharya Bangalore B- School, Bangalore, India
  • 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

8:15 - 8:30 a.m. PT - Break

8:30 - 9:45 a.m. PT -  Concurrent Sessions

  • The Systematic Exclusion of Tribal Consumers in Subsistence Marketplaces

    • Srinivas Venugopal, University of Vermont, USA

    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

    Health Insurance in India in the Post-Pandemic Era: Challenges and Prospects

    • Aditi Khanna (Research Scholar, Manav Rachna University, Faridabad, India
    • Savita Sharma Manav Rachna university, Faridabad, India
    • Sheetal Kapoor Kamala Nehru College, University of Delhi, India
  • 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, Delhi School of Economics, University of Delhi

    In Our Own Back Yard: Modeling the Attributes of Subsistence Marketplaces with Application in North America Settings

    • Ronald 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
  • 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

    A Study of Agency and Strategic Envisioning among Mountain Woman in Morocco

    • Delphine Godefroit-Winkel, Toulouse Business School, France
    • Ronika Chakrabarti, Trinity College, Ireland
    • Ronald Duncan, Loyola Marymount University and University of Illinois, Urbana-Champaign, USA
10 - 11:30 a.m. PST - Learnings from Sessions and Preparation for Virtual Immersive Workshops on June 4 (Conference Chairs) and Speed Breakout Introductions

Day 2: Virtual Immersion, Panel and Discussion

Saturday, June 4

Virtual Immersive Workshop - Consumption and Entrepreneurship During and Post-Pandemic: Research, Education and Practice in the New Normal (Conference Chairs)

Phase 1 - Virtual Immersion - 7 - 9 a.m. PST
This phase will use immersive, virtual exercises involving live observations and interviews with individuals in different continents. The virtual immersion will aim to understand the challenges and opportunities in working in different and remote geographies as a means to develop some pathways forward in the new normal.

    9 - 9:15 a.m. PST - Break

    Phase 2 - Emersion - 9:15 - 10:30 a.m. PST
    A panel of experts will generate discussion about subsistence marketplaces during and post-pandemic to develop insights about research, education and practice in the new normal. The session will focus on inside-out understanding of how individuals and communities have been coping with the pandemic as well as outside-in perspective of how academic, commercial, social and governmental sectors of society can engage with communities post-pandemic. 


    10:30 - 11:30 a.m. PST 
    Open Discussion including Journal, Special Issues/Sections, Web Portal and Subsistence Marketplaces Organization

    Submission Requirements

    As we hope for the end of the two-year long pandemic, the Third Virtual Subsistence Marketplaces Conference is themed around the post-COVID “new” normal in subsistence marketplaces.

    We aim for interdisciplinary, intersector conversations about how this “new” normal is expected for a broad range of low-income consumers, entrepreneurs, communities and marketplaces around the world. Some of the topics we aim to discuss include but are not restricted to the following:

    • Health care practices
    • Entrepreneurship transformation
    • Consumer behavior adaptation 
    • Environmental sustainability consequences 
    • Academic research practice transformation 
    • Educational trends 
    • Business practices

    Our interactive, immersive virtual forum will be themed around envisioning a new normal in a post-pandemic world that addresses stark inequalities locally and globally in subsistence marketplaces. The conference purposefully includes a blend of virtual interviews with subsistence consumers and entrepreneurs in different countries, plenary sessions, participatory workshops, special topical sessions and presentations of papers submitted in response to this call. Academics, students, social entrepreneurs, policymakers, and business and nonprofit practitioners are encouraged to submit abstracts of individual presentations, sessions or workshops.

    The conference will also provide a forum for the new journal and web portal - Subsistence Marketplaces. The purpose is to create a space for the unique bottom-up approach from micro-level foundations that this stream of work represents. Details are available here and partially listed below.

    Abstracts for individual presentations or sessions (1,000 words max) are due March 13, 2022 to

    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