Associate Dean, Grant Development

Associate Professor Srinivas Sridharan

Srinivas Sridharan is an Associate Professor in the Department of Marketing at Monash Business School. He also teaches Marketing Leadership in the Executive MBA using the case method.

His research examines market behaviour in impoverished settlements in large cities (urban slums) of developing countries. He has published findings on both consumer issues and entrepreneurial models in subsistence, and written about implications for business and marketing strategy (e.g. product design and development for) and for public policy (e.g. marketplace literacy training, household marketing systems mapping). He uses quantitative as well as qualitative approaches to data collection and analysis, and in a current project, is using participatory action research methods.

His current projects examine transformative and growth-oriented subsistence entrepreneurs in Chennai, India; smallholder farmer market behaviors in Zimbabwe and Uganda; and community-driven, market-oriented water and sanitation management approaches in Pacific island countries (funded by a Category 1 DFAT grant).