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The University of Illinois at Chicago (UIC), the University of Illinois at Urbana- Champaign (UIUC), and the University of Wyoming, Laramie, are pleased to present The Second Subsistence Marketplaces Conference:

Sustainable Consumption and Commerce For a Better World June 13-15, University of Illinois, Chicago

Website and Registration at

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Registration, Reception, and Brief Welcome
Friday 6:00 to 8:00 pm

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Continental Breakfast
Saturday – 8:00 to 10:00 am

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Welcome by Dean Larry DeBrock, University of Illinois, Urbana-Champaign, Dean Brent Hathaway, University of Wyoming, and Dean Stefanie Lenway, University of Illinois, Chicago and Conference Introduction
Saturday – 8:30 to 9:15 am

Madhu Viswanathan, University of Illinois, Urbana-Champaign
José Antonio Rosa, University of Wyoming,
Joseph Cherian, University of Illinois, Chicago

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Understanding Subsistence Consumers – Part 1
Saturday – 9:30 to 11:00 am
Chair – Jelena Spanjol, University of Illinois, Chicago

Subsistence Consumer and Transformation Readiness
Julie A. Ruth, Rutgers University
and Suraj Commuri, SUNY – Albany

Socio-Economic Factors and Technology Categorization as Determinants of Complexity Expectation of New Product Technologies Among Low Income Consumers
Andres Barrios, Sonia Camacho, and Carlos Trujillo, Universidad de los Andes, Bogotá, Colombia, José Antonio Rosa, University of Wyoming

An Empirical Study on Consumers’ Buying Decision Processes in the Khurda District of Orissa, India
Anupam Panigrahi, Orissa Center for Monitoring Organizational Development and Economic Growth

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Understanding Subsistence Consumers – Part 2
Saturday – 11:15 am to 12:45 pm
Chair – David Hunt, University of Wyoming

Consumer Psychology in Subsistence Marketplaces
Dipankar Chakravarti, University of Colorado, Boulder

Understanding Buyer Behavior in Subsistence Marketplaces
Robin Ritchie, Carleton University

Situated Cognition and Low-Literate, Low-Income Consumers: Implications for Theory and Practice
Roland Gau, University of Illinois, Urbana-Champaign

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Lunch and Keynote Address by Stuart Hart, Cornell University
Chair – John Clarke, University of Illinois, Urbana Champaign
Saturday – 12:45 pm to 2:00 pm

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Sustainable Product and Market Development for Subsistence Marketplaces
Saturday – 2:00 to 3:45 pm
Chair/Discussant – Tiffany White, University of Illinois, Urbana-Champaign

Insights from Product and Market Development for Solar Ovens
Paul Munsen, Sun Ovens International Inc., Elburn, Illinois

Developing Sustainable Businesses in Subsistence Marketplaces
William Blackburn, Blackburn Consulting, Chicago

Market Research in Subsistence Marketplaces: Insights and Observations
Rodney Acevedo, Coin Market Research, Paraguay

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Sustainable Entrepreneurship in Subsistence Marketplaces
Saturday – 4:00 – 5:30
Chair – Stephanie Geiger-Oneto, University of Wyoming

Innovativeness and Creativity Among Subsistence Consumer-Merchants
José Antonio Rosa, University of Wyoming

Producers in Subsistence Marketplaces
Ted London, University of Michigan

Social Capital and Entrepreneurship in Subsistence Marketplaces
Srinivas Sridharan, University of Western Ontario

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Dinner and Conversation
Saturday – 7:00 to 9:30 pm

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Continental Breakfast
Sunday – 8:00 to 10:00 am

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Sustainable Entrepreneurship in Subsistence Marketplaces – II
Sunday – 8:15 -10:00 am
Chair –Behice Ece Ilhan, University of Illinois, Urbana-Champaign

Subsistence Entrepreneurship in Times of Conflict: How NGOs in Darfur Negotiate Enterprise Development Templates
Samer Abdelnour and Oana Branzei, University of Western Ontario

The “Schlent” as an Organizing Concept in Markets: Introducing the Business Slant as a Tool in Promoting Sustainable Livelihoods
Douglas Racionzer, Sunstyle Holdings, South Africa

Facilitating Market Access in Subsistence Marketplaces
Luis Flores and Hamish Gow, Michigan State University

Handcraft as a Subsistence Activity Among Producers in Two Villages from Oaxaca, Mexico
Arcelia Toledo and German Otalora, EGADE, ITESM Mexico

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Sustaining Culture
Sunday – 8:15 – 10:00 am
Chair – John Hildebrand, University of Illinois, Chicago

The Effect of Indigenous Culture and Material Poverty on the Service-Quality Evaluations of Western Innovations
Kofi Q. Dadzi, Georgia State University
Benet DeBerry-Spence, University of Illinois at Chicago
Charles Blankson, University of North Texas
Jocelyn Evans, College of Charleston

Reinforcing Cultural Traditions in Global Markets
Benet DeBerry-Spence, University of Illinois at Chicago

African Culture and Business Markets: Implications for Marketing Practices
Charles Blankson, University of North Texas

Children as Change Agents: Sustaining Culture Through Participatory Methods for Subsistence Marketplaces
Sharmin Attaran and Kelly Weidner, University of Illinois, Chicago

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Collaboration and Co-Production in Subsistence Marketplaces
Sunday – 10:15 am – Noon
Chair – Al Rosenbloom, St. Xaviers University

The Village Network: A New Approach to Poverty Alleviation Through Partnership
Krista Crawford-Mathis, Capella University, Stephen Darr, Peacework Development Fund, and Amy Farmer, University of Arkansas

Self-Help Groups and Private Policy Partnerships in Subsistence Marketplaces: Toward a Win-Win Formula for Poverty Reduction and Sustainable Development
Neela Mukerjee, Development Tracks RTC

Co-Value Creation in Business Networks in Subsistence Marketplaces: A Nordic Relationship and Network Management Approach
Sara Lindeman, Swedish School of Economics and Business Administration

Biodiesel and Microfinance: A New Model for Haiti
Kathleen Robbins, Green Microfinance

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Policies and Strategies for Subsistence Marketplaces
Sunday – 10:15 am – Noon
Chair – Kelly Weidner, University of Illinois, Chicago

Understanding Stakeholders in Subsistence Marketplaces
Laurel Anderson, Arizona State University

Market Structure and Processes of a Boom and Bust Economy
David Hunt and Stacey Baker, University of Wyoming

Marketing Healthcare to the Poor: The Case of Medicaid Managed Care
William Trombetta, St. Joseph University

The Causatum of Market Dominance: HSBC Sri Lanka in the Base of the Pyramid
Raed Elaydi and Charles Harrison, Pennsylvania State University, Brandywine

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Sustainable Social Enterprises in Subsistence Marketplaces: A Case Study of the Byrraju Foundation
Sunday – Noon to 12:30 pm
Chair – Atul Kulkarni, University of Illinois, Urbana-Champaign

Verghese Jacob, Byrraju Foundation

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Lunch
Sunday 12:30-1:15 pm

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Two-way Learning (Teaching) in Subsistence Marketplaces: Taking Marketplace Literacy to Subsistence Marketplaces and Bringing Subsistence Marketplaces to Management Education
Sunday 1:15-2:00 pm
Chair – Ray Benton, Loyola University

Madhu Viswanathan and students, University of Illinois, Urbana-Champaign

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Closing Remarks
Sunday 2:00-2:15 pm
Joseph Cherian, University of Illinois, Chicago

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Informal Small Group Discussions and Presentations
Sunday – 2:00 -3:30 pm
Joseph Cherian, University of Illinois, Chicago

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