College of Business: University of Illinois at Urbana-Champaign

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Madhu Viswanathan

Professor of Business Administration and
Diane and Steven N. Miller Endowed Professor

Educational Background

Ph.D., Business Administration (Marketing) (Psychology), University of Minnesota, 1990
B.Tech., Mechanical Engineering, Indian Institute of Technology at Madras, 1985

Positions Held

Diane and Steven N. Miller Professor in Business, University of Illinois, 2012 to present
Professor of Business Administration, University of Illinois at Urbana-Champaign, 2009
Miller Faculty Fellow in the Academy for Entrepreneurial Leadership, University of Illinois, 2010-2012
Associate Professor of Business Administration, University of Illinois, 1998-2009
Assistant Professor of Business Administration, University of Illinois, 1990-1998

Recent Publications

Jung, K. , Shavitt, S. , Viswanathan, M., Hilbe, J. Forthcoming. Female hurricanes are deadlier than male hurricanes. Proceedings of the National Academy of Sciences

Viswanathan, M. 2013. Subsistence Marketplaces. eBookpartnership and eText.

Gau, R., Jae, H., Viswanathan, M. 2012. Studying Low-Literate Consumers Through Experimental Methods: Implications for Subsistence Marketplaces. Journal of Business Research, 88: 1683-1691

Jae, H., Viswanathan, M. 2012. Effects of Pictorial Product-Warnings on Low-Literate Consumers. Journal of Business Research, 1674-1682

Nakata, C., Viswanathan, M. 2012. From Impactful Research to Sustainable Innovations for Subsistence Marketplaces. Journal of Business Research, 65: 1655-1657

Viswanathan, M. 2012. Curricular Innovations on Sustainability and Subsistence Marketplaces: Philosophical, Substantive and Methodological Orientations. Journal of Management Education, 36: 389-427

Viswanathan, M., Kayande, U. 2012. Common Method Bias, Types of Measurement Error, and Nature of Measures. Journal of Retailing, 88: 556-562

Viswanathan, M., Riemer, H. 2012. Higher Motivation - Greater Control? The Effect of Arousal on Judgement. Cognition and Emotion

Viswanathan, M., Sridharan, S. 2012. Product Development for the BoP: Insights on Concept and Prototype Development from University-Based Student Projects in India. Journal of Product Innovation Management, 29: 52-69

Viswanathan, M., Sridharan, S., Ritchie, R., Venugopal, S. , Jung, K. 2012. Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy. Journal of Public Policy and Marketing, 31: 159-177

Honors and Awards

Campus Award for Excellence in Public Engagement, University of Illinois, Urbana-Champaign, 2013
Sheth Distinguished Faculty Award for International Achievement, University of Illinois, Urbana-Champaign, 2013
Best Professor in Entrepreneurial Leadership, World Education Congress, Mumbai, 2012
Richard Pollay Prize for Intellectual Excellence in the Study of Marketing in the Public Interest, Sauder School of Business, University of British Columbia, 2012
Excellent Instructor, Incomplete List of Excellent Instructors, Numerous semesters, University of Illinois, 1993-2012
Best Entrepreneurship Courses (Sustainable Product and Market Development for Subsistence Marketplaces), Inc. Magazine, 2011
Page Prize for Sustainability in Business Curricula, Honorable Mention, University of South Carolina , 2011
Alumni Award for Excellence in Graduate Teaching, Alumni Association, College of Business, 2010
Best Paper Runner-Up, Harold H. Maynard Award, Journal of Marketing, 2010
Best Paper Runner-Up, MSI/Paul Root Award, Journal of Marketing, 2010
Bharat Gaurav (India Pride) Award, India International Friendship Society, Delhi, India, 2010

Service Activities

Member, Editorial Review Board, Journal of Public Policy and Marketing, 2012-2013
Conference Co-Chair, Subsistence Marketplaces Conference, 2012
Associate Editor, Journal of Public Policy and Marketing, 2009-2012

Teaching and Research Interests

Teaches courses on marketing research, measurement and research design, sustainable product and market development for subsistence marketplaces, sustainable marketing/business enterprises, global business horizons, and engineering for global development.

Research focuses on literacy, poverty, and subsistence marketplace behavior, and measurement and research design. Director of the Marketplace Literacy Project ( which aims to improve practices of businesses, policy-makers, and educators in serving the needs of low-literate consumers.


Contact Information:

183 Wohlers Hall
1206 South Sixth Street
Champaign, IL, 61820
(217) 333-4550

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