Viswanathan, M., Sridharan, S. and R.J.B. Ritchie (2010), “Understanding Consumption and Entrepreneurship in Subsistence Marketplaces,” Journal of Business Research, 63(6), 570-581.
Viswanathan, M., Sridharan, S., Gau R. and R.J.B. Ritchie (2009), “Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing”. Journal of Public Policy and Marketing, 28(1), 85-94.
Darke, P.R., L. Ashworth and R.J.B. Ritchie (2008), “Effects of Firm Reputation and Firm Response on Advertising Correction and Consumer Defensiveness”. Journal of Marketing, 72(6), 81-97.
Viswanathan, M., S. Sridharan and R.J.B. Ritchie (2008), “Marketing Strategies for Subsistence Marketplaces”. Alleviating Poverty through Business Strategy, Palgrave Macmillan, New York, NY.
Ritchie, R.J.B. (2008), “Understanding Buyer Behavior in Subsistence Marketplaces”. Second Subsistence Marketplaces Conference, Chicago, IL, June.
Ritchie, R.J.B. (2008), “Marketing Systems in Subsistence Economies: A Decentralization Approach”. American Marketing Association Summer Marketing Educators Conference, San Diego, CA, August.
Darke, P.R. and R.J.B. Ritchie (2007), “The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust”. Journal of Marketing Research, 44(1), 114-127.
Ritchie, R.J.B. and S. Sridharan (2007), “Marketing in Subsistence Markets: Innovation through Decentralization and Externalization”. Product and Market Development for Subsistence Marketplaces (Advances in International Management Series), Elsevier, New York, NY.
Ritchie, R.J.B., M. Viswanathan and S. Sridharan (2007), “From Transformative Consumer Research to Practice: A Case Study of the Marketplace Literacy Project”. Marketing Science Institute / Association for Consumer Research Conference on Transformative Consumer Research, Hanover, NH, July.
Ritchie, R.J.B., K. Majid and K.B. Murray (2007), “Building Virtual Brands”. 2007 Society for Consumer Psychology Conference, Las Vegas, NV, February.