Business-Administration People | All Faculty | International Business & Business Law

Madhu Viswanathan

Professor of Business Administration and Diane & Steven N. Miller Centennial Chair

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

Professor of Business Administration, University of Illinois at Urbana-Champaign, 2009-2018
Faculty Advisor, iMBA, College of Business, 2015-2016
Diane and Steven N. Miller Professor in Business, University of Illinois, 2012-2015
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

Viswanathan, M., Sreekumar, -. Forthcoming. Consumers and Technology in a Changing World: The Perspective From Subsistence Marketplaces. European Journal of Marketing

Viswanathan, M., Sreekumar, -. , Gau, R. 2018. Evolving and Expanding Marketing to Address Challenges and Opportunities in Subsistence Marketplaces: Looking Back and Forward . In Ramendra Singh (Ed.), Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets. Emerald Group Publishing, Ltd..

Viswanathan, M., Duncan, R., Grigortsuk, M. , Sreekumar, -. 2018. A Bottom-Up Approach to Understanding Low-Income Patients: Implications for Health-Related Policy. Journal of Law, Medicine & Ethics, 46: 658-664

Hedeman, J., Hanlon, T., Venugopal, S., Viswanathan, M. 2017. Voices From Subsistence Marketplaces. CreativeSpace.

Venugopal, S., Viswanathan, M. 2017. Poverty and the Subsistence Marketplaces Approach: Implications for Marketing Theory . Marketing Theory

Venugopal, S., Viswanathan, M. 2017. The subsistence marketplaces approach to poverty: Implications for marketing theory. Marketing Theory, 17: 341-356

Viswanathan, M. 2017. What the subsistence marketplaces stream is really about: Beginning with micro-level understanding and being bottom-up . Journal of Marketing Management

Viswanathan, M. 2017. Subsistence Marketplaces at the Confluence of Culture, Poverty and Low Literacy: Materially Poor But Relationally Rich. In Hester van Herk, and Carlos Torelli (Ed.), Cross Cultural Issues in Consumer Science and Consumer Psychology: Current Perspectives and Future Directions . New York: Springer Publications.

Viswanathan, M., Sreekumar, -. 2017. Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach Through the Subsistence Marketplaces Approach.. Markets, Globalization & Development Review

Viswanathan, M., Kayande, U., Bagozzi, R., Cheng, Y., Reithmuller, S. 2017. Effects of Methodological Factors on Measurement Error. TPM - Testing, Psychometrics, Methodology in Applied Psychology, 24: 1-34

Viswanathan, M., S.Guest, J., Velentino, L., Kupaza, R., Bauza, V., J. Marinas, B. 2017. A Bottom-Up Approach to Short-Term Immersion in Subsistence Marketplaces: Methodological and Substantive Lessons on Poverty and the Environment from Tanzania. Organization and Environment, 29: 438-460

Honors and Awards

Coursera Outstanding Educator Transformation Award, Coursera, 2017

University Professional and Continuing Education Association (UPCEA) International Leadership Award, University Professional and Continuing Education Association (UPCEA), 2017

Member, Livelihood Advisory Board, United Nations Refugee Agency (UNHCR), United Nations Refugee Agency, 2014-2016

Faculty Speaker, Fall New Student Convocation, University of Illinois., University of Illinois, 2015

Pearson Prentice Hall Solomon-Marshall-Stuart Award for Innovative Excellence in Marketing Education, AMA Teaching and Learning SIG., American Marketing Association, 2015

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.