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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, 2012-2014
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

Viswanathan, M., Jung, K., Venugopal, S. , Minefee, I. , Jung, I. Forthcoming. Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption, Conservation, and the Environment. Journal of Macromarketing, 34: 8-17

Sridharan, S., Maltz, E., Viswanathan, M., Gupta, S. Forthcoming. Transformative Subsistence Entrepreneurship: A Study in India. Journal of Macromarketing, 34: 486-504

Jung, K., Shavitt, S. , Viswanathan, M., Hilbe, J. 2014. Female Hurricanes Are Deadlier Than Male Hurricanes . Proceedings of the National Academy of Sciences, 111: 8782-8787

Jung, K., Shavitt, S. , Viswanathan, M., Hilbe, J. 2014. Reply to Christensen and Christensen and Malter: Pitfalls of Erroneous Analyses on Hurricane Names . Proceedings of the National Academy of Sciences, 111: E3499-E3500

Jung, K., Shavitt, S. , Viswanathan, M., Hilbe, J. 2014. Reply to Maley: Yes, Appropriate Modeling of Fatality Counts Confirms Female Hurricanes Are Deadlier. Proceedings of the National Academy of Sciences, 111: E3835

Jung, K., Shavitt, S. , Viswanathan, M., Hilbe, J. 2014. Reply to Bakkensen and Larson: Population May Matter but Does Not Alter Conclusions. Proceedings of the National Academy of Sciences, 111: E5333

Viswanathan, M., Echambadi, R. , Venugopal, S. , Sridharan, S. 2014. Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems: A Social Capital Explanation. Journal of Macromarketing, 34: 213-226

Viswanathan, M., Sridharan, S., Shultz, C., Benton, R. 2014. Introduction to a special section on subsistence marketplaces: moving bottom-up from marketplace insights to managerial implications. Journal of Marketing Management, 30: 435-438

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

Viswanathan, M., Sridharan, S., Shultz, C. 2013. Introduction to the Special Issue on Subsistence Marketplaces: From Micro-Level Insights to Macro-Level Impact. Journal of Macromarketing, 34: 119-121

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

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