College of Business: University of Illinois at Urbana-Champaign

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

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

Miller Faculty Fellow in the Academy for Entrepreneurial Leadership, University of Illinois, 2010
Professor of Business Administration, University of Illinois at Urbana-Champaign, 2009
Associate Professor of Business Administration, University of Illinois, 1998-2009
Assistant Professor of Business Administration, University of Illinois, 1990-1998

Viswanathan, M. Forthcoming. Understanding and Designing Solutions for Subsistence Marketplaces. Urbana-Champaign: 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

Au, E., Chiu, C., Chaturvedi, A., Mallorie, L., Viswanathan, M., Zhang, Z., savani, k. 2011. Maintaining Faith in Agency Under Immutable Constraints: Cognitive Consequences of Believing in Negotiable Fate. International Journal of Psychology, 1-12

Viswanathan, M. 2011. Conducting Transformative Consumer Research Lessons Learned in Moving From Basic Research to Transformative Impact in Subsistence Marketplaces. In David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie Ozanne (Ed.), Transformative Consumer Research for Personal and Collective Well-Being. New York: Taylor and Francis.

Viswanathan, M. 2011. Consumer Behavior Across Literacy and Resource Barriers. In Richard Bagozzi and Ayalla A. Ruvio, Volume Editors, Jagdish N. Sheth and Naresh K. Malhotra, Editors in Chief, (Ed.), Wiley International Encyclopedia of Marketing, Volume 3 – Consumer Behavior, 44-54. New York: Wiley Publishing.

Viswanathan, M., Clarke, J. , Ali, Y. 2011. Sustainable Product and Market Development for Subsistence Marketplaces: Creating Educational Initiatives in Radically Challenging Contexts. Journal of Product Innovation Management, 28: 558-569

Campus Award for Excellence in Public Engagement, University of Illinois, Urbana-Champaign, present
Sheth Distinguished Faculty Award for International Achievement, University of Illinois, Urbana-Champaign, present
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
Best Paper Winner,Thomas C. Kinnear/Journal of Public Policy and Marketing Award, Journal of Public Policy and Marketing, 2007-2009

Member, Editorial Review Board, Journal of Public Policy and Marketing, 2012-present
Conference Co-Chair, Subsistence Marketplaces Conference, 2012
Associate Editor, Journal of Public Policy and Marketing, 2009-2012
Conference Co-Chair, Transformative Consumer Research Conference, 2009
Editorial Review Board, Journal of Macromarketing, 2007-2009
Editorial Review Board, TPM - Testing, Psychometrics, Methodology in Applied Psychology, 2007-2009
Editorial Review Board, Journal of Consumer Psychology, 1999-2009
Editorial Review Board, Psychology and Marketing, 1999-2009

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 (www.marketplaceliteracy.org) which aims to improve practices of businesses, policy-makers, and educators in serving the needs of low-literate consumers.