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, 2015-2016
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

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

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

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

Viswanathan, M. 2016. Bottom-Up Enterprise: Insights From Subsistence Marketplaces. eBookpartnership.

Honors and Awards

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

Outstanding Marketing Teacher, Academy of Marketing Science, 2014

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

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.