Arun Sreekumar

Arun Sreekumar

PhD Student in Business Administration

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Contact

330 Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

aruns2@illinois.edu

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Educational Background

  • Post Grad. Diploma, Management, Indian Institute of Forest Management, 2012

Positions Held

  • Instructor, Gies College of Business, University of Illinois, 2019-2020
  • Graduate Research Asssistant, Gies College of Business, University of Illinois, 2016 to present
  • Area Convenor & Associate Fellow, The Energy and Resources Institute (TERI), 2012-2016
  • Visiting Graduate Scholar, Gund Institute of Ecological Economics, University of Vermont, 2011
  • Research Assistant, Kerala Agricultural University, 2009-2010

Recent Publications

  • Sreekumar, A. (2021). Marketplace literacy education and coping behaviors among subsistence consumer-entrepreneurs during demonetization in India. Journal of Consumer Affairs, 55 (1), 179-202.
  • Sreekumar, A. (2021). Quality-of-life as chronotopefication and futurization: Subsistence consumer experiences in India. Journal of Consumer Affairs, 55 (1), 87-117.
  • Viswanathan, M., & Sreekumar, A. (2019). Consumers and Technology in a Changing World: The Perspective From Subsistence Marketplaces. European Journal of Marketing, 53 (6), 1254-1274.
  • Viswanathan, M., Sreekumar, A., & Gau, R., Ramendra Singh (Ed.) (2018). Evolving and Expanding Marketing to Address Challenges and Opportunities in Subsistence Marketplaces: Looking Back and Forward. Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets Emerald Group Publishing, Ltd.

Other Publications

Articles

  • Otnes, C., Tuncay Zayer, L., Arias, R., & Sreekumar, A. (2018). The Roles of Extraordinary Beliefs in Consumer Rituals. Journal of the Association for Consumer Research, 3 (4), 566-581.
  • Viswanathan, M., Duncan, R., Grigortsuk, M., & Sreekumar, A. (2018). A Bottom-Up Approach to Understanding Low-Income Patients: Implications for Health-Related Policy. Journal of Law, Medicine & Ethics, 46 (3), 658-664.
  • Rehman, I., Sreekumar, A., Gill, B., & Worrell, E. (2017). Accelerating access to energy services: Way forward. Advances in Climate Change Research, 8 (1), 57-61.
  • Viswanathan, M., & Sreekumar, A. (2017). Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach Through the Subsistence Marketplaces Approach Markets, Globalization & Development Review, 2 (4).

Working Papers

  • Jaikumar, S., Dutta, S., Sreekumar, A., & Viswanathan, M. Impact of Entrepreneurship on Objective and Subjective Economic Wellbeing in Emerging Markets: A Longitudinal Study from India.
  • Viswanathan, M., Arias, R., & Sreekumar, A. Extreme Marketplace Exclusion in Subsistence Marketplaces: A Study in a Refugee Settlement in Nakivale, Uganda.
  • Viswanathan, M., Sinha, G., & Sreekumar, A. Bottom-Up Social Innovation in Subsistence Marketplaces.
  • Viswanathan, M., Sreekumar, A., Jaikumar, S., & Dutta, S. Managing Product Quantities through Making, Smoothing Purchase and Stocking in Subsistence Marketplaces: A Field Experiment in India on the Effects of Marketplace Literacy Education and Self-Help Grou.

Honors and Awards

  • Petullo Fellowship, Department of Business Administration, University of Illinois, 2020-2021
  • Avnish Chaturvedi Memorial Award, Department of Business Administration, University of Illinois, 2019-2020
  • Dissertation Travel Fellowship, Graduate College, University of Illinois, 2019-2020
  • Stellner Scholarship, Department of Business Administration, University of Illinois, 2019-2019

Service

  • Doctoral Student Coordinator, Subsistence Marketplaces Immersion Conference, 2020-2020
  • Ad Hoc Reviewer, Journal of Business Research, 2019-2020
  • Ad Hoc Reviewer, Journal of Consumer Affairs, 2019-2020
  • Session Co-Chair, Association for Consumer Research, 2018-2018
  • Doctoral Student Coordinator, Subsistence Marketing Conference 2018, 2018-2018

Teaching Interests

My areas of teaching interest are marketing strategy and marketing analytics. I have taught a course on B2B marketing in Fall 2019 (Teaching effectiveness: 4.5/5). Additionally, I have delivered guest lectures on customer analytics, new product development and sustainable marketing, and taught a module to online MBA students.

In my teaching, I make efforts to incorporate one or all of the following: (1) mini-cases involving group discussion and role play, (2) data analysis using R, and (3) guest-lectures from senior managers to provide a real-world perspective.

Research Interests

My research investigates issues at the intersection of marketing and public policy in emerging markets. I use a combination of natural language processing, machine learning, and field studies in my projects. My projects are centered around two broad questions:
(1) How are non-deceptive counterfeit products marketed in online and physical marketplaces?
(2) How can markets be made inclusive for low-income consumers?

My ongoing project investigates language-based cues found in product descriptions of counterfeit products. Using probabilistic topic modeling and predictive analysis, I develop a model that can identify counterfeit products with 80% accuracy.

Contact

330 Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

aruns2@illinois.edu

Google Scholar

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