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

Faculty Advisor, iMBA, College of Business, 2015 to present
Professor of Business Administration, University of Illinois at Urbana-Champaign, 2009
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

Lisa, J., Siemsen, E., Oana, B., Viswanathan, M. Forthcoming. Data in Danger: From Intermediation to Interdependency in Extreme Research Settings. Strategic Management Journal

Viswanathan, M., Venugopal, S., Minefee, I. , J. Marinas, B., S.Guest, J., Bauza, V., Valentino, L., Kupaza, R., Jones, M. Forthcoming. 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

Venugopal, S., Viswanathan, M. 2015. Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: A Bottom-Up 3C (Customer, Community, and Context) Approach. Customer Needs and Solutions

Venugopal, S., Viswanathan, M., Jung, K. 2015. Consumption Constraints and Entrepreneurial Intentions in Subsistence Marketplaces. Journal of Public Policy and Marketing, 34: 235-51

Viswanathan, M., Venugopal, S. 2015. Subsistence Marketplaces: Looking Back, Looking Forward. Journal of Public Policy and Marketing, 34: 228-34

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

Sridharan, S., Maltz, E., Viswanathan, M., Gupta, S. 2014. Transformative Subsistence Entrepreneurship: A Study in India. Journal of Macromarketing, 34: 486-504

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., Jung, K., Venugopal, S., Jung, I. 2014. Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption, Conservation, and the Environment. Journal of Macromarketing, 34: 8-17

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

Honors and Awards

Member, Livelihood Advisory Board, United Nations Refugee Agency (UNHCR) , United Nations Refugee Agency, 2014 to present

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

Outstanding Marketing Teacher , Academy of Marketing Science, 2014

Sustainability Fellow, University of Illinois, Urbana-Champaign , University of Illinois, 2013-2014

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

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.