Srinivas Sridharan is an Associate Professor with the Department of Marketing at Monash Business School. Srinivas has extensive global professional experience spanning 21 years and has published in international journals of high quality in marketing and interdisciplinary areas, broadly on the impact of markets on quality of life, and with data from several developing countries. As an educator, he has taught using the case method and dialogic inquiry across undergraduate, Masters, and PhD programs.
Srinivas studies market behaviour and evolution in low-income settlements of large cities in developing countries. This includes consumer and entrepreneurial behaviour and strategies of larger firms engaging with them (social or commercial). Currently, he is studying how transformative subsistence entrepreneurs in India break out of poverty and grow their businesses and their communities; and how hybrid marketing exchange systems of water and sanitation have evolved in four Pacific Island countries. He uses statistical, ethnographic, and participatory action research methods.