Srinivas Sridharan is a Senior Lecturer in Marketing at Monash University, Australia. Previously, he held appointments as Assistant Professor, Marketing, at the Richard Ivey School of Business, University of Western Ontario in Canada (2003-2010) and as Visiting Lecturer, Marketing, at the Kelley School of Business, Indiana University in the US (2002-2003).
Prior to pursuing doctoral studies in Marketing, he worked for Philips Electronics NV in India as an engineer with sales and marketing responsibilities (1995-1997). Srinivas's research interests center on consumer, entrepreneur, and business phenomena that unfold in indigenous, subsistence marketplaces around the world – marketplaces in which impoverished consumers, producers, and entrepreneurial sellers come together and conduct economic exchange. These settings exist in advanced and developing economies alike. With his personal background in India however, Srinivas focuses on the Indian subcontinental context.
His research on marketplace literacy and the use of social capital in marketplace coping in poverty has been published in the Journal of Public Policy & Marketing, Journal of Business Research, Journal of Consumer Marketing and has also been profiled in practitioner outlets such as the Ivey Business Journal, Wall Street Journal, and the Financial Times. A current project on product design for impoverished consumers is under review at Journal of Product Innovation Management.
Srinivas brings a managerial strategy background to his research, both from his work experience and his PhD dissertation focus. This allows him to examine consumer problems from both individual and organizational perspectives, while fieldwork allows the incorporation of a community perspective – together creating a potentially balanced vantage point. Srinivas brings his developing country interests to teaching and has most recently taught electives in co-creating value in developing markets, as well as electives in achieving market leadership and sales management. He has taught across undergraduate, MBA, and PhD levels.