Madhu Viswanathan

Madhu Viswanathan

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

  • LinkedIn

Contact

183 Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

217-333-4550

mviswana@illinois.edu

Vita

Homepage

Listings

Educational Background

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

Positions Held

  • Faculty Advisor, iMBA Program, University of Illinois, 2015-2016
  • Diane and Steven N. Miller Professor in Business, University of Illinois, 2012-2015
  • Professor of Business Administration, University of Illinois at Urbana-Champaign, 2009 to present
  • 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, A. Forthcoming. Consumers and Technology in a Changing World: The Perspective From Subsistence Marketplaces. European Journal of Marketing,.
  • Tucker, E., Viswanathan, M., & Walford, G., Eric Tucker, Madhubalan Viswanathan, Geoffrey Walford (Ed.) Forthcoming. Introduction: How Social Scientists Generate, Modify, and Validate Indicators and Scales. Handbook of Measurement London: Sage Publications.
  • Sridharan, S., & Viswanathan, M. Forthcoming. Marketing in Subsistence Marketplaces: Consumption and Entrepreneurship in a South Indian Context. Journal of Consumer Marketing, 25 (7), 455-62.
  • Viswanathan, M., Sridharan, S., Ritchie, R., Venugopal, S., & Jung, K. Forthcoming. Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy. Journal of Public Policy and Marketing, 31 (2), 159-177.
  • Venugopal, S., & Viswanathan, M. Forthcoming. Poverty and the Subsistence Marketplaces Approach: Implications for Marketing Theory. Marketing Theory,.
  • Viswanathan, M., Torelli, C., Gau, R., & Xia, L. Forthcoming. Understanding the Influence of Literacy on Consumer Memory: The Role of Pictorial Elements. Journal of Consumer Psychology, 19 (3), 389-402.

Other Publications

Article

  • Viswanathan, M., Duncan, R., Grigortsuk, M., & Sreekumar, A. (2018). A Bottom-Up Approach to Understanding Low-Income Patients: Implications for Health-Related Policy. Journal of Law, Medicine & Ethics, 46 (3), 658-664.
  • 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 (4), 438-460.
  • Viswanathan, M. (2017). What the subsistence marketplaces stream is really about: Beginning with micro-level understanding and being bottom-up. Journal of Marketing Management, (17),
  • Venugopal, S., & Viswanathan, M. (2017). The subsistence marketplaces approach to poverty: Implications for marketing theory. Marketing Theory, 17 (3), 341-356.
  • Viswanathan, M., & Sreekumar, A. (2017). Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach Through the Subsistence Marketplaces Approach Markets, Globalization & Development Review, 2 (4),
  • 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 (4), 1-34.
  • Lisa, J., Siemsen, E., Oana, B., & Viswanathan, M. (2016). Response pattern analysis: Assuring data integrity in extreme research settings. Strategic Management Journal,.
  • 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, (4),
  • Venugopal, S., Viswanathan, M., & Jung, K. (2015). Consumption Constraints and Entrepreneurial Intentions in Subsistence Marketplaces. Journal of Public Policy and Marketing, 34 (2), 235-251.
  • Viswanathan, M., & Venugopal, S. (2015). Subsistence Marketplaces: Looking Back, Looking Forward. Journal of Public Policy and Marketing, 34 (2), 228-34.
  • Sridharan, S., Maltz, E., Viswanathan, M., & Gupta, S. (2014). Transformative Subsistence Entrepreneurship: A Study in India. Journal of Macromarketing, 34 (4), 486-504.
  • 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 (50), E5333.  link >
  • 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 (1), 8-17.
  • 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 (34), E3499-E3500.  link >
  • 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 (37), E3835.  link >
  • Jung, K., Shavitt, S., Viswanathan, M., & Hilbe, J. (2014). Female Hurricanes Are Deadlier Than Male Hurricanes. Proceedings of the National Academy of Sciences, 111 (24), 8782-8787.  link >
  • 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 (6), 435-438.
  • 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 (2), 213-226.
  • Viswanathan, M., Sridharan, S., & Shultz, C. (2014). Introduction to the Special Issue on Subsistence Marketplaces: From Micro-Level Insights to Macro-Level Impact. Journal of Macromarketing, 34 (2), 119-121.
  • 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 (4), 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 (1), 52-69.
  • Viswanathan, M., Sridharan, S., Ritchie, R., & Jung, K. (2012). Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy. Journal of Public Policy and Marketing, 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., 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.
  • Bello-Bravo, J., Diaz, R., Venugopal, S., Viswanathan, M., & Pittendrigh, B. (2010). Expanding the Impact of Practical Scientific Concepts for Low-Literate Learners through an Inclusive and Participatory Virtual Knowledge Ecosystem. Journal of the World University Forum, 3 (4), 147-164.
  • Viswanathan, M. (2010). Understanding Subsistence Marketplaces: Toward Sustainable Consumption and Commerce for a Better World. Journal of Business Research, 63 (6), 535-537.
  • Viswanathan, M., Ritchie, R., & Sridharan, S. (2010). Understanding Consumption and Entrepreneurship in Subsistence Marketplaces. Journal of Business Research, 63 (6), 570-581.
  • Viswanathan, M., Rosa, J., & Ruth, J. (2010). Exchanges in Marketing Systems: The Case of Subsistence Consumer Merchants in Chennai, India. Journal of Marketing, 74 1-18.
  • Viswanathan, M., Torelli, C., Yoon, S., & Riemer, H. (2010). An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers. Journal of Consumer Marketing, 27 (6), 524 - 533.
  • Weidner, K., Rosa, J., & Viswanathan, M. (2010). Marketing to Subsistence Consumers: Lessons From Practice. Journal of Business Research, 63 (6), 559-569.
  • Viswanathan, M., & Sridharan, S. (2009). Marketplace Literacy: A Key to Unleashing Rural Consumption and Entrepreneurship. Wall Street Journal Online,.
  • Viswanathan, M., & Sridharan, S. (2009). From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective of the Role of Business in Poverty Alleviation. Ivey Business Journal,.
  • Chaturvedi, A., Chiu, C., & Viswanathan, M. (2009). Bounded Agency and Analytical Thinking amoung Low Literate Indian Women. Journal of Cross-Cultural Psychology, 40 (5), 880-93.
  • Viswanathan, M., Gau, R., & Hastak, M. (2009). Enabling Processing of Nutritional Labels Among Low-Literate Consumers. Journal of Public Policy and Marketing, 28 (2), 135-145.
  • Viswanathan, M., Seth, A., Gau, R., & Chaturvedi, A. (2009). Internalizing Social Good Into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation. Journal of Macromarketing, 29 406-425.
  • Viswanathan, M., Sridharan, S., Gau, R., & Ritchie, R. (2009). Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing. Journal of Public Policy and Marketing, 28 (1), 85-94.
  • Viswanathan, M., Rosa, J., & Ruth, J. (2008). Emerging Lessons-For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible. Wall Street Journal Online,.
  • Gau, R., & Viswanathan, M. (2008). The Retail Shopping Experience for Low-Literate Consumers. Journal of Research for Consumers, 15.
  • Viswanathan, M., Gajendiran, S., & Venkatesan, R. (2008). Understanding and Enabling Marketplace Literacy in Subsistence Contexts: The Development of a Consumer and Entrepreneurial Literacy Educational Program in South India. International Journal of Educational Development, 3 (28), 300-319.
  • Viswanathan, M., & Gau, R. (2005). Functional Illiteracy and Nutritional Education in the United States: A Research-Based Approach to the Development of Nutritional Education Materials for Functionally Illiterate Consumers. Journal of Macromarketing, 25 187-201.
  • Viswanathan, M., & Viswanathan, M. (2005). Measuring Speech Quality for Text-To-Speech Systems: Development and Assessment of a Modified Mean Opinion Score (MOS) Scale. Computer, Speech & Language, 55-83.
  • Viswanathan, M., Rosa, J., & Harris, J. (2005). Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management. Journal of Marketing, 69 (1), 15-31.
  • Viswanathan, M., Sudman, S., & Johnson, M. (2004). Maximum versus Meaningful Discrimination in Scale Response: Implications for Validity of Measurement of Consumer Perceptions about Products. Journal of Business Research, 57 (2), 108 - 124.
  • Viswanathan, M., & Childers, T. (2003). An Enquiry into the Process of Categorization of Pictures and Words. Perceptual & Motor Skills, 96 267-287.
  • Viswanathan, M., & Hastak, M. (2002). Role of Summary Information in Facilitating the Comprehension of Nutrition Information by Consumers. Journal of Public Policy and Marketing,.
  • Childers, T., & Viswanathan, M. (2000). Representation of Numerical and Verbal Product Information in Consumer Memory. Journal of Business Research, 47 109-120.
  • Viswanathan, M., Childers, T., & Moore-Shay, E. (2000). The Measurement of Intergenerational Communications and Influence on Consumption: Measure Development, Validation, and Cross-Cultural Comparison. Journal of the Academy of Marketing Science, 28 (3), 406-424.
  • Viswanathan, M., & Childers, T. (1999). Understanding How Product Atrributes Influence Product Categorization: Development and Validation of Fuzzy Set Based Measures of Gradedness in Produc. Journal of Marketing Research, 36 (1), 75-94.
  • Viswanathan, M., Johnson, M., & Sudman, S. (1999). Understanding Consumer Usage of Product Magnitudes through Sorting Tasks. Psychology & Marketing, 16 (8), 643-657.
  • Chhajed, D., & Viswanathan, M. (1997). The Importance of Leadtime: A Study of Steel Products. Purchasing Magazine,.
  • Viswanathan, M. (1997). Individual Differences in Need for Precision. Personality and Social Psychology Bulletin, 23 (7), 717-735.
  • Viswanathan, M., & Childers, T. (1996). Processing of Numerical and Verbal Product Information. Journal of Consumer Psychology, 5 (4), 359-385.
  • Viswanathan, M., Bergen, M., Dutta, S., & Childers, T. (1996). Does a Single Response Category in a Scale Completely Capture a Response? Psychology & Marketing, 13 (5), 457-479.
  • Viswanathan, M. (1994). On the Test-Retest Reliability of the Preference for Numerical Information Scale. Psychological Reports, 75 285-286.
  • Viswanathan, M. (1994). The Influence of Summary Information on the Usage of Nutrition Information. Journal of Public Policy and Marketing, 13 (1), 48-60.
  • Viswanathan, M., & Narayanan, S. (1994). Comparative Judgments of Numerical and Verbal Attribute Labels. Journal of Consumer Psychology, 3 (1), 79-101.
  • Viswanathan, M. (1993). Measurement of Individual Differences in Preference for Numerical Information. Journal of Applied Psychology, 78 (5), 741-752.
  • Viswanathan, M., & Narayanan, S. (1992). Processing Numerical versus Verbal Attribute Information: A Study Using Information Acquisition Patterns. Marketing Letters, 3 (2), 201-208.
  • Viswanathan, M., & Olson, E. (1992). The Implementation of Business Strategies: Implications for the Sales Function. Journal of Personal Selling & Sales Management, 12 (1), 45-57.
  • Cardozo, R., Smith, D., & Viswanathan, M. (1988). Indentifying Key Customers for Novel Industrial Products. Journal of Product Innovation Management, 5 (2), 102-113.

Book or Monograph

  • Hedeman, J., Hanlon, T., Venugopal, S., & Viswanathan, M. (2017). Voices From Subsistence Marketplaces. CreativeSpace.
  • Viswanathan, M. (2016). Bottom-Up Enterprise: Insights From Subsistence Marketplaces. eBookpartnership.
  • Viswanathan, M. (2013). Subsistence Marketplaces. eBookpartnership, eText, and Stipes Publishing.
  • Tucker, E., Walford, G., & Viswanathan, M. (2010). The Sage Handbook of Measurement. London: Sage Publications.
  • Viswanathan, M., Gajendiran, S., & Venkatesan, R. (2008). Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces. Dordrecht: Springer.
  • Rosa, J., & Viswanathan, M. (2007). Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Advances in International Management Series. London: Elsevier.
  • Viswanathan, M. (2005). Measurement Error and Research Design. ( pp. 456). Thousand Oaks, CA: Sage Publications.
  • Krishnan, R., & Viswanathan, M. (2001). E-merging Theories in Marketing: Learning from the Past – Looking to the Future," Proceedings of the American Marketing Association Winter Marketing Educators' Conference, Scottsdale, Arizona. American Marketing Association.
  • Viswanathan, M., Compeau, L., & Hastak, M. (1999). Proceedings of the Society for Consumer Psychology Winter Conference, St. Petersburg, Florida.

Chapter in a Book

  • Viswanathan, M., Sreekumar, A., & Gau, R., Ramendra Singh (Ed.) (2018). Evolving and Expanding Marketing to Address Challenges and Opportunities in Subsistence Marketplaces: Looking Back and Forward. Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets Emerald Group Publishing, Ltd.
  • Viswanathan, M., Hester van Herk, and Carlos Torelli (Ed.) (2017). Subsistence Marketplaces at the Confluence of Culture, Poverty and Low Literacy: Materially Poor But Relationally Rich. Cross Cultural Issues in Consumer Science and Consumer Psychology: Current Perspectives and Future Directions New York: Springer Publications.
  • Viswanathan, M., David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie Ozanne (Ed.) (2011). Conducting Transformative Consumer Research Lessons Learned in Moving From Basic Research to Transformative Impact in Subsistence Marketplaces. Transformative Consumer Research for Personal and Collective Well-Being New York: Taylor and Francis.
  • Viswanathan, M., Richard Bagozzi and Ayalla A. Ruvio, Volume Editors, Jagdish N. Sheth and Naresh K. Malhotra, Editors in Chief, (Ed.) (2011). Consumer Behavior Across Literacy and Resource Barriers. Wiley International Encyclopedia of Marketing, Volume 3 – Consumer Behavior ( pp. 44-54). New York: Wiley Publishing.
  • Viswanathan, M. (2010). Understanding Measurement Error. Handbook of Measurement London: Sage Publications.
  • Viswanathan, M., Stuart Hart and Ted London (Ed.) (2010). A Micro-Level Approach to Understanding BoP Markets. Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value FT Press.
  • Viswanathan, M. (2008). Measurement Error in Experimental Designs in Consumer Psychology. Handbook of Consumer Psychology, Haugtvedt, Herr, and Kardes eds ( pp. 1133-1159). Mahwah, NJ: Lawrence Erlbaum & Associates.
  • Viswanathan, M., Gau, R., & Chaturvedi, A. (2008). Research Methods for Subsistence Marketplaces. Sustainability Challenges and Solutions at the Base-of-the-Pyramid: Business, Technology and the Poor Sheffield: Greenfield Publishing.
  • Viswanathan, M., Ritchie, R., & Sridharan, S., Charles Wankel, Palgrave Macmillian (Ed.) (2008). Marketing in Subsistence Marketplaces. Alleviating Poverty Through Business Strategy ( pp. 209-231). Hampshire, U.K: Palgrave Macmillan.
  • Viswanathan, M., & Rosa, J., Jose Rosa and Madhu Viswanathan (Ed.) (2007). Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers. Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy, Advances in International Management Series ( pp. 1-17). London: Elsevier.
  • Viswanathan, M., Jose Rosa and Madhu Viswanathan (Ed.) (2007). Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India. Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers London: Elsevier.
  • Viswanathan, M., & Rosa, J., Abbie Griffin and Cele Otnes (Ed.) (2005). The Scholarship of Richard Bagozzi. 16th Paul D. Converse Symposium Chicago, IL: American Marketing Association Publications.

Conference Proceeding

  • Viswanathan, M., Seth, A., Gau, R., & Chaturvedi, A. Forthcoming. Doing Well by Doing Good: Commercial Success Through Social Good in Subsistence Markets. Academy of Management National Meeting.
  • Jung, K., Shavitt, S., & Viswanathan, M. (2014). Are hurricanes with feminine names deadlier than hurricanes with masculine names? Advances in Consumer Psychology, Washington, DC: society for consumer psychology.
  • Viswanathan, M., & Viswanathan, M. (2002). Comparison of Measures of Speech Quality for Listening Tests of Text-to-Speech Systems. IEEE Synthesis Workshop.
  • Ritson, M., & Viswanathan, M. (1999). Special Session Summary: Literacy and Consumption. ( vol. 26, pp. 25). Advances in Consumer Research.
  • Viswanathan, M. (1998). Do You Remember How Much It Costs? Perspectives on Encoding and Memory for Price Information. ( vol. 3, pp. 30-31). Asia-Pacific Advances in Consumer Research, Provo, UT: Association for Consumer Research.
  • Viswanathan, M., & Childers, T. (1997). '5' Calories or 'Low' Calories? What Do We Know about Using Numbers or Words to Describe Products and Where Do We Go from Here? ( vol. 24, pp. 412-418). Advances in Consumer Research, Provo, UT: Association for Consumer Research.
  • Viswanathan, M. (1996). A Comparison of the Usage of Numerical versus Verbal Nutrition Information by Consumers. ( vol. 6, pp. 277-281). Advances in Consumer Research, Provo, UT: Association for Consumer Research.
  • Viswanathan, M., & Childers, T. (1995). Using the Comparative Judgment Task in Consumer Research: An Illustrative Study. ( vol. 22, pp. 65-70). Advances in Consumer Research, Provo, UT: Association for Consumer Research.
  • Viswanathan, M., Childers, T., & Nagaraj, S. (1995). Using Magnitude Estimation Scaling in Marketing Research: An Application to Understand How Consumers Think about Product Attributes. ( vol. 6, pp. 483-489). Winter Educators' Conference: American Marketing Association.
  • Viswanathan, M. (1994). Summary of the Special Session '5' Calories or 'Low' Calories: How Consumers use Numerical and Verbal Product Information. ( vol. 21, pp. 397-398). Advances in Consumer Research, Provo, UT: Association for Consumer Research.
  • Dutta, S., Bergen, M., Viswanathan, M., & Childers, T. (1993). Categorization: A Fuzzy Set Theoretic Conceptualization. ( vol. 4, pp. 78-82). Winter Educators' Conference: American Marketing Association.
  • Viswanathan, M., Childers, T., & Bottum, P. (1989). The Categorization of Pictures and Words: An Enquiry into the Process. ( pp. 49-72). Haring Doctoral Consortium.

Instructional Material

  • Viswanathan, M., & Coauthors, M. (2017). Instructor's Manual for Marketplace Literacy Education in the US (English and Spanish). CreativeSpace.
  • Viswanathan, M., & Coauthors, M. (2017). Instructor's Script Manual for Maker Literacy Education in the US (English and Spanish). CreativeSpace.

Other Publication

  • 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.
  • Viswanathan, M. (2009). Marketplace Literacy: A Key to Unleashing Rural Consumption and Entrepreneurship.
  • Viswanathan, M. (2008). Emerging Lessons-For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible.
  • Viswanathan, M. (2007). Mapping Out New Markets.
  • Viswanathan, M. (2007). Program helping poor in India become better informed buyers, sellers.
  • Viswanathan, M. (2006). Two Views of C.K. Prahalad's The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits.
  • Viswanathan, M. (2005). Functionally Illiterate Consumers: A Sizable and Neglected Market Segment.
  • Viswanathan, M. (2005). Illiterate Buyers Use Coping Techniques.
  • Viswanathan, M. (2003). Literacy and the Global Marketplace.
  • Viswanathan, M. (2003). Literacy, Literate Versus Functional.
  • Viswanathan, M. (2001). Not All Consumer are Created Equal.
  • Viswanathan, M. (2001). Shoppers Who Can't Read Prices Make Unwise Buying Decisions.
  • Viswanathan, M. (2001). The Plight the Functionally Illiterate Face at the Grocery Store.
  • Viswanathan, M. (1992). Research on numerical and verbal product information.

Presentation

  • Viswanathan, M. (2017). A Bottom-Up Approach to Understanding and Designing Solutions for Subsistence Marketplaces. Department of Industrial and Enterprise Systems Engineering Seminar Series.
  • Viswanathan, M. (2017). A Bottom-Up Journey to Subsistence Marketplaces: Implications for Health and Medicine? The Medicalization of Poverty Symposium.
  • Viswanathan, M. (2017). A Bottom-Up Journey to Subsistence Marketplaces: Implications for Health and Medicine? Southern Illinois University, School of Medicine.
  • Viswanathan, M. (2017). A Bottom-Up Journey to Subsistence Marketplaces: The Importance of Communities. The Medicalization of Poverty Symposium.
  • Viswanathan, M. (2017). Academic Dreams. Guest Lecture.
  • Viswanathan, M. (2017). Bottom-Up Design and Enterprise: Insights From Subsistence Marketplaces. Guest Lecture.
  • Viswanathan, M. (2017). Bottom-Up Design and Enterprise: Insights From Subsistence Marketplaces. Virtual Guest Lecture (Delivered From Champaign.
  • Viswanathan, M. (2017). Bottom-Up Design and Enterprise: Insights From Subsistence Marketplaces. Virtual Guest Lecture (Delivered From Champaign.
  • Viswanathan, M. (2017). Educational Innovations at the Intersection of Subsistence and Sustainability: An Interactive and Immersive Workshop. Doctoral Teaching Seminar Series, Department of Business Administration.
  • Viswanathan, M. (2017). Iterations Between In-Person and Online Experiences: Our Experiences With Subsistence Marketplaces and Marketplace Literacy. Coursera Partners Conference.
  • Viswanathan, M. (2017). Marketplace Literacy and Maker Literacy. Kiwanis Club of Champaign.
  • Viswanathan, M. (2017). Media, Information Technology and Social Change. Governing Globalization: Challenges for Democracy and Global Society.
  • Viswanathan, M. (2017). Subsistence Marketplaces and Marketplace Literacy. Lemann Dialogue.
  • Viswanathan, M. (2016). Bottom-Up Design and Enterprise: Insights From Subsistence Marketplaces. University of Vermont.
  • Viswanathan, M. (2016). Bottom-Up Innovation and Enterprise: Insights From Subsistence Marketplaces. Santa Clara University.
  • Viswanathan, M. (2016). Bottom-Up Leadership and Enterprise: Insights From Subsistence Marketplaces. Internal Medicine Residency Program, University of Illinois.
  • Viswanathan, M. (2016). From Refugees to Degrees: Social Impact of Coursera And A Partner Perspective on the iMBA. Coursera.
  • Viswanathan, M. (2016). Subsistence Marketplaces. Chicago Consumer Culture Community.
  • Viswanathan, M. (2015). A Bottom-Up Approach to Understanding and Designing Solutions for Subsistence Marketplaces. Center for South Asian and Middle Eastern Studies.
  • Viswanathan, M. (2015). A Bottom-Up Approach to Understanding and Designing Solutions for Subsistence Marketplaces. Marketing Seminar Series, Texas A&M University.
  • Viswanathan, M. (2015). A Bottom-Up Approach to Understanding and Designing Solutions for Subsistence Marketplaces. Coordinated Science Laboratory.
  • Viswanathan, M. (2015). A Bottom-Up Approach to Understanding and Designing Solutions for Subsistence Marketplaces. University of Iowa.
  • Viswanathan, M. (2015). A Bottom-Up Approach to Understanding and Designing Solutions for Subsistence Marketplaces. National Center for Supercomputing Applications.
  • Viswanathan, M. (2015). Educational Innovations at the Intersection of Subsistence and Sustainability. University of South Carolina.
  • Viswanathan, M. (2015). Educational Innovations at the Intersection of Subsistence and Sustainability. American Marketing Association.
  • Viswanathan, M. (2015). Illinois Marketplace and Maker Literacy Program. University of Illinois Extension Conference.
  • Viswanathan, M. (2015). Marketplace and Maker Literacy. Public Engagement Speaker Series.
  • Viswanathan, M. (2014). Being Entrepreneurial and Enabling Entrepreneurship in Subsistence Marketplaces: The Case of Nutrition. National Soybean Research Laboratory Short Course INTSOY.
  • Viswanathan, M. (2014). Marketplace Literacy for Refugee Groups? Headquarters of UNHCR.
  • Viswanathan, M. (2014). Entrepreneurial Initiatives In or Inspired By Subsistence Marketplaces. Academy for Entrepreneurial Leadership.
  • Viswanathan, M. (2014). Global Business Horizons. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2014). “Educational Innovations at the Intersection of Subsistence and Sustainability: An Interactive and Immersive Workshop. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2014). Service Learning in Subsistence Marketplaces: The Case of Marketplace Literacy. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2014). Subsistence Marketplaces in Africa: Lessons For Business From My Third Home. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2014). Understanding and Designing Agricultural Solutions for Subsistence Marketplaces. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2014). Global Business Horizons. University of Illinois at Urbana-Champaign.
  • Jung, K., Shavitt, S., & Viswanathan, M. (2014). Are hurricanes with feminine names deadlier than hurricanes with masculine names? Society for Consumer Psychology.
  • Viswanathan, M. (2014). A Bottom-Up Approach to Understanding and Designing Retailing Solutions for Subsistence Marketplaces, Keynote Address. Latin American Retail Conference, Sao Paolo.
  • Viswanathan, M. (2014). Designing Sustainable Solutions from the Bottom-Up. LEAD (Leadership, Education, and Development) Summer Business Institute.
  • Viswanathan, M. (2014). Educational Innovations at the Intersection of Subsistence and Sustainability. Presentation in the Teaching Award Winners Session at the Annual Conference of the Academy for Mar.
  • Viswanathan, M. (2014). Human Rights in the Marketplace Realm: Our Journey Into Subsistence Marketplaces. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2014). Illinois Marketplace and Maker Literacy Program. University of Illinois Extension Conference.
  • Viswanathan, M. (2014). Understanding Global Challenges and Designing Sustainable Solutions: A Bottom-Up Approach. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2013). Educational Innovations at the Intersection of Subsistence and Sustainability. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2013). Educational Innovations at the Intersection of Subsistence and Sustainability. Monash University.
  • Viswanathan, M. (2013). Educational Innovations at the Intersection of Subsistence and Sustainability: An Interactive and Immersive Workshop. Monash University.
  • Viswanathan, M. (2013). From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Research. Monash University.
  • Viswanathan, M. (2013). From Subsistence Marketplaces to Sustainable Marketplaces? Lessons for My Professional Development. University of Illinois at Urbana-Champaign.
  • Viswanathan, M. (2013). From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives. Consumer Sciences Initiative.
  • Viswanathan, M. (2013). Using Bottom-Up Understanding to Design Solutions for Subsistence. Safe Global Water and Sanitation Summit.
  • Viswanathan, M. (2012). Orientation for International Immersion Experience. MBA GCP.
  • Viswanathan, M. (2012). Global Business Horizons. Guest Lecture in International Business Class.
  • Viswanathan, M. (2012). Orientation for International Immersion Experience. Supply Chain Management Program.
  • Viswanathan, M. (2012). Education Innovations at the Intersection of Subsistence and Sustainability. Conference-Globalizing Education in the 21st Century: The Bologna Reform and Beyond.
  • Viswanathan, M. (2012). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. MBA Recruiting.
  • Viswanathan, M. (2012). From Subsistence Marketplaces To Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives. Workshop, Ivey PhD Sustainability Academy, October.
  • Viswanathan, M. (2012). Understanding Subsistence Marketplaces: Bottom-Up Insights for Food Security and Public Health. Food Security and Health in East Asia Symposium.
  • Viswanathan, M. (2012). Bottom-Up Innovation For and From Subsistence Marketplaces. Engineers Without Borders.
  • Viswanathan, M. (2012). Bottom-Up Professional Responsibility Education in Subsistence and Sustainability. Partners in Business Ethics Conference.
  • Viswanathan, M. (2012). From Subsistence Marketplaces to Emerging Markets. Presentation at the American Marketing Association Summer Educators’ Conference Preconference Worksh.
  • Viswanathan, M. (2012). Bottom-Up Innovation for Farmers in Subsistence Marketplaces. Presentation for Growmark Board of Directors Campus Visit.
  • Viswanathan, M. (2012). Effects of Temporal, Social, and Spatial Distance of Environmental Problems on Subsistence Marketplaces. Subsistence Marketplaces Conference: From Micro-level Insights to Macro-Level Impact.
  • Viswanathan, M. (2012). Global Business Horizons. Research Apprentice Program for High School Students.
  • Viswanathan, M. (2012). Global Business Horizons. LEAD (Leadership, Education, and Development) Summer Business Institute.
  • Viswanathan, M. (2012). Envisioning New Horizons and Addressing Global Challenges Through Business. Certificate in Business for Non-Business Majors.
  • Viswanathan, M. (2012). From Subsistence Marketplaces to Emerging Markets. The Presence of "America" in India: Where and How Does "America" Appear and What Are The Effects.
  • Viswanathan, M. (2012). Human Rights and Justice in Education on Subsistence Marketplaces. Guest Lecture in Online Education Class.
  • Viswanathan, M. (2012). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Pollay Prize Lecture, University of Western Ontario.
  • Viswanathan, M. (2012). A Bottom-Up Approach To Understanding Subsistence Marketplaces. College of ACES Seminar.
  • Viswanathan, M. (2012). Bottom-Up Innovation For and From Subsistence Marketplaces. International Conference Of Globalization and Innovation in China.
  • Viswanathan, M. (2012). Summary of Work. Campus Insights Presentation to Board of Trustees.
  • Viswanathan, M. (2011). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Illinois National Guard.
  • Viswanathan, M. (2011). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Engineers Without Borders.
  • Viswanathan, M. (2011). A Bottom-Up Approach To Understanding Subsistence Marketplaces. New York University.
  • Viswanathan, M. (2011). Envisioning New Horizons and Addressing Global Challenges Through Business. Warsaw-Illinois Executive MBA.
  • Viswanathan, M. (2011). From Subsistence Marketplaces to Sustainable Marketplaces: Challenges and Opportunities for Businesses. US-India Chamber of Commerce Midwest.
  • Viswanathan, M. (2011). Exploring Global Business Horizons in the Illinois EMBA. EMBA Event.
  • Viswanathan, M. (2011). Learning From and Designing Solutions For Subsistence Marketplaces. Department of Agricultural and Biological Engineering.
  • Viswanathan, M. (2011). Using International Engagement to Broaden the Academic Enterprise: Integrating International Management Research, Teaching, and Social Initiatives Or International Engagement In (or Inspired By) Sub. Academy of Management Annual Meeting.
  • Viswanathan, M. (2011). Exploring Global Business Horizons in the Illinois EMBA. EMBA Event.
  • Viswanathan, M. (2011). Sustainable Businesses for Subsistence Marketplaces Workshop. Business Plan Program for High School Students.
  • Viswanathan, M. (2011). Sustainable Businesses for Subsistence Marketplaces Workshop. LEAD (Leadership, Education, and Development) Summer Business Institute.
  • Viswanathan, M. (2011). The Subsistence Marketplaces Initiative. John Deere.
  • Viswanathan, M. (2011). Educational Innovations At the Intersection of Subsistence and Sustainability. Sustainability Education Curriculum Workshop.
  • Viswanathan, M. (2011). Entrepreneurship In Or Inspired By Subsistence Marketplaces Or Being Entrepreneurial Through the Academic Endeavor. Carey Darden Retreat: Darden Entrepreneurship and Innovation Research Conferenc.
  • Viswanathan, M. (2011). Entrepreneurship In Or Inspired By Subsistence Marketplaces Or Being Entrepreneurial Through the Academic Endeavor. Virginia Commonwealth University.
  • Viswanathan, M. (2011). From Subsistence Marketplaces to Sustainable Marketplaces? Food for Economic Thought. Conference of the Association of Indian Economic and Financial Studies (AIEFS.
  • Viswanathan, M. (2011). A Bottom-Up Approach To Understanding Subsistence Marketplaces. College of ACES Seminar.
  • Viswanathan, M. (2011). Addressing Global Challenges At the Intersection of Subsistence and Sustainability Through Interdisciplinary Education and Research. Pre-Innovation Summit Workshop.
  • Viswanathan, M. (2011). Bridging Humanities and Business Learning. Pre-Innovation Summit Workshop.
  • Viswanathan, M. (2011). Consumers and Entrepreneurs in Subsistence Marketplaces. Annual Forum of the African Student Organization.
  • Viswanathan, M. (2011). Envisioning New Horizons and Addressing Global Challenges Through Business. Certificate in Business for Non-Business Majors.
  • Viswanathan, M. (2011). Social Entrepreneurship Workshop. Certificate in Business for Non-Business Majors.
  • Viswanathan, M. (2011). Sociocultural Issues in Subsistence. Pre-Innovation Summit Workshop.
  • Viswanathan, M. (2011). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Iowa State University.
  • Viswanathan, M. (2011). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Pre-Innovation Summit Workshop.
  • Viswanathan, M. (2011). A Micro-Level Approach To Understanding Emerging Markets. Entrepreneurship For Engineers Class.
  • Viswanathan, M. (2011). From Subsistence Marketplaces to Sustainable Marketplaces? The Role of Marketing. American Marketing Association Winter Conference.
  • Viswanathan, M. (2010). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Illinois National Guard.
  • Viswanathan, M. (2010). Engagement With Emergent Entrepreneurship In Subsistence Marketplaces: Insights From An Educational Enterprise in South India. 4th Great Lakes NASMEI Marketing Conference.
  • Viswanathan, M. (2010). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. MBA Recruiting.
  • Viswanathan, M. (2010). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Entrepreneurs Without Borders.
  • Viswanathan, M. (2010). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Roosevelt University.
  • Viswanathan, M. (2010). Designing Solutions for Subsistence Marketplaces. Indian Institute of Management, Calcutta.
  • Viswanathan, M. (2010). Designing Solutions for Subsistence Marketplaces,” Net Impact. Roosevelt University.
  • Viswanathan, M. (2010). Strengthening Microfinancing Initiatives Through Marketplace Literacy. Microfinancing Club.
  • Jung, K., & Viswanathan, M. (2010). Psychological Distances and Sustainability: From Resource-Rich to Subsistence Marketplaces. Carlson on Sustainability.
  • Viswanathan, M. (2010). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. MBA Recruiting.
  • Viswanathan, M. (2010). Poverty Alleviation Through Marketplace Literacy. India Development Coalition of America International Conference.
  • Viswanathan, M. (2010). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Indian Institute of Management, Calcutta.
  • Viswanathan, M. (2010). Empowering Women In Subsistence Marketplaces Through Marketplace Literacy: Challenges and Opportunities. Women and Gender in Global Perspective Seminar Series.
  • Viswanathan, M. (2010). Pushing the Boundaries of Business Education: Envisioning a Better World and the Challenges in Getting There. Business Teaching and Learning Series, College of Business.
  • Viswanathan, M. (2010). Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century. LEAD (Leadership, Education, and Development) Summer Business Institute.
  • Viswanathan, M. (2010). A Bottom-Up Approach to Learning From and Designing Solutions For Subsistence Marketplaces (or the Base of the Pyramid). Universidad de los Andes.
  • Viswanathan, M. (2010). Envisioning Management Education For A Better World: Educational Innovations On Subsistence and Sustainability. Universidad de los Andes.
  • Viswanathan, M. (2010). From Identifying Needs in Poverty to Designing Educational Solutions for Large-Scale Impact: Lessons Learned From the Marketplace Literacy Project. Universidad de los Andes.
  • Viswanathan, M. (2010). Understanding Subsistence Consumer Merchants. Universidad de los Andes.
  • Viswanathan, M. (2010). A Bottom-Up Approach To Understanding Subsistence Marketplaces. University of Notre Dame.
  • Viswanathan, M. (2010). From Subsistence Marketplaces to Sustainable Marketplaces. Prisms of Globalization Lecture Series, Center for Global Studies.
  • Viswanathan, M. (2010). From Subsistence Marketplaces to Sustainable Marketplaces: Understanding the Challenges of Global Sustainability. Prisms of Globalization Lecture Series, Center for Global Studies.
  • Viswanathan, M. (2010). Addressing Sustainability From An Economic Perspective: Educational Initiatives at the Intersection of Subsistence and Sustainability. Sustainability Education Curriculum Workshop.
  • Viswanathan, M. (2009). A Bottom-Up Approach To Designing ICT Applications For Subsistence Marketplaces. International Conference on Millennium Development Goals: Role of ICT and Other Appropriate Technolo.
  • Viswanathan, M. (2009). Community-Based Learning in Subsistence Marketplaces. Academy for Entrepreneurial Leadership.
  • Viswanathan, M. (2009). A Bottom-Up Approach To Understanding Subsistence Marketplaces. Foundation for Advanced Studies on International Development/Ministry of Foreign Affairs Internation.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. Local Intelligence Symposium.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. MBA Recruiting.
  • Viswanathan, M. (2009). Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project. Philanthrophic Innovations Forum.
  • Viswanathan, M. (2009). Strengthening Microfinancing Initiatives Through Marketplace Literacy. Student Microfinancing Conference.
  • Viswanathan, M. (2009). Design for the BOP: Context, Method, and Solutions. Base of the Pyramid Conference.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. Global Brigade Student Organization.
  • Viswanathan, M. (2009). Moving Beyond Business As Usual: Sustainable Business Enterprises for the 21st Century? Warsaw-Illinois Executive MBA.
  • Viswanathan, M. (2009). Understanding Stigma and Coping Strategies across Resource and Literacy Barriers: A Cross-Cultural Comparison. Association for Consumer Research Annual Conference.
  • Viswanathan, M. (2009). Well-Being at the Intersection of Subsistence and Sustainability. Association for Consumer Research Annual Conference.
  • Viswanathan, M. (2009). Company, Community, and Beyond (Or Me, Us, and Beyond): A Sustainable Market(ing) Orientation for Stakeholders of the 21st Century? Web Conference on Stakeholder Marketing, Aspen Institute.
  • Viswanathan, M. (2009). Enabling Subsistence Marketplaces to Become Sustainable Marketplaces: Management Education for the 21st Century. Academy of Management-Montreal 2010; Count Data Paper.
  • Viswanathan, M. (2009). Envisioning Management Education For A Better World: Educational Innovations On Sustainable Business Solutions For Subsistence Marketplaces. Academy of Management-Montreal 2010; Count Data Paper.
  • Viswanathan, M. (2009). Moving Beyond Business As Usual: Sustainable Supply Chains for the 21st Century? Supply Chain Management Program.
  • Viswanathan, M. (2009). Understanding Sustainability from the Perspective of Subsistence Consumers and Entrepreneurs. American Marketing Association.
  • Viswanathan, M. (2009). Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century. LEAD (Leadership, Education, and Development) Summer Business Institute.
  • Viswanathan, M. (2009). Envisioning Management Education For A Better World: Curriculum Innovations On Sustainable Business Solutions For Subsistence Marketplaces. Global Forum – Business as an Agent of World Benefit: Manage By Designing in an Era of Massive Innov.
  • Viswanathan, M. (2009). Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project. Social Entrepreneurship Summer Institute.
  • Viswanathan, M. (2009). Community-Based Learning in Subsistence Marketplaces. Academy for Entrepreneurial Leadership.
  • Viswanathan, M. (2009). Synergies Between Research, Teaching and Social Initatives at the Base of the Pyramid: Where have We Been And Where Do We Go From Here? Base of the Pyramid Conference.
  • Viswanathan, M. (2009). Synergies Between Research, Teaching and Social Initatives at the Base of the Pyramid: Where have We Been And Where Do We Go From Here? Base of the Pyramid Conference.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Across Literacy and Resource Barriers. Tulane University.
  • Viswanathan, M. (2009). Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century. Earth Week.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. Guest Lecture.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. Marketing Pro-seminar.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Lessons Learned From Synergies Between Research, Teaching, and Social Initiatives. Guest Lecture.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Across Literacy and Resource Barriers. INSEAD.
  • Viswanathan, M. (2009). Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project. Social Entrepreneurship Course.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Academic Entrepreneurship Through Synergies Between Research, Teaching, and Social Initiatives. Guest Lecture.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Opportunities and Challenges for Information Technology Across Resource and Literacy Barriers. Coordinated Science Laboratory.
  • Viswanathan, M. (2009). Understanding Low-Literate, Low-Income Buyer, Seller, and Subsistence Marketplace Behavior: Challenges for Psychology Across Literacy and Resource Barriers. Psychology Seminar.
  • Viswanathan, M. (2009). Envisioning Marketing and Management Education For A Better World: Educational Innovations On Sustainable Business Solutions For Subsistence Marketplaces. American Marketing Association.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives. Guest Lecture.
  • Viswanathan, M. (2009). From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Marketing and Management. Executive MBA Program.
  • Viswanathan, M. (2009). Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace and Literacy Project. Marketing and Public Policy Conference.
  • Viswanathan, M. (2009). Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project. Guest Lecture.
  • Viswanathan, M. (2009). Incorporating Subsistence and Sustainability Into the Educational Curriculum: Envisioning a Better World Through Integrative, International, and Interdisciplinary Learning Experiences. Annual Faculty Retreat.
  • Viswanathan, M. (2009). Our Journey to Subsistence and Sustainability: Research, Teaching and Social Initiatives at the College of Business. Dean's Business Council.
  • Viswanathan, M., & Sridharan, S. (2009). Socially-Embedded Marketplace Literacy in Subsistence Contexts. Asia Pacific Conference of the Association for Consumer Research.
  • Viswanathan, M. (2008). Listening to the Voice of the Customer in Subsistence Marketplaces or the Base of the Pyramid. 11th Annual Voice of the Customer Conference-User Experience Design & Innovation.
  • Viswanathan, M., & Gau, R. (2008). Consumer Welfare Consideration Across Literacy and Resource Barriers. Association for Consumer Research Annual Conference.
  • Viswanathan, M. (2008). From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Base of the Pyramid Research and Practice. Academy of Management-Montreal 2010; Count Data Paper.
  • Viswanathan, M. (2008). From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Marketing and Society. American Marketing Association.
  • Viswanathan, M., Ritchie, R., & Sridharan, S. (2008). The Psychology of Subsistence Consumers: Insights From South India. Society for Consumer Psychology.
  • Viswanathan, M. (2008). From Subsistence Marketplaces to Sustainable Marketplaces? Lessons Learned From Synergies Between Research, Teaching, and Social Initiatives. Ecologies of Consumption: Markets, Sustainability, and Consumer Culture.
  • Viswanathan, M. (2007). Empowering Enterprising People in Subsistence Marketplaces. Worldwide Universities Network Entrepreneurship and Global Impact Conference.
  • Viswanathan, M. (2007). Product Development for the "Base of the Pyramid": From Subsistence Marketplaces to Sustainable Marketplaces? Product Development and Management Association India Conference.
  • Viswanathan, M. (2007). Synergizing Research, Teaching, and Social Initiatives on Subsistence Marketplaces. International Conference on Global Entrepreneurship.
  • Viswanathan, M., Chaturvedi, A., Chiu, C., & Sridharan, S. (2007). Understanding Perceived Value in Subsistence Marketplaces. Great Lakes-NASMEI International Marketing Conference on Creating, Communicating, and Delivering V.
  • Viswanathan, M. (2007). Synergizing Research, Teaching, and Social Initiatives on Subsistence Marketplaces. Worldwide Universities Network Entrepreneurship and Global Impact Conference.
  • Viswanathan, M., Ritchie, R., & Sridharan, S. (2007). From Transformative Consumer Research to Practice: A Case Study of the Marketplace Literacy Project. Transformative Consumer Research Conference.
  • Viswanathan, M. (2007). Sustainability Issues in Subsistence Marketplaces. Greening of Industry Network Sustainable Ecosystem and Social Stewardship Conference.
  • Viswanathan, M. (2007). Understanding Subsistence Buyers, Sellers, and Marketplaces: A Case Study of South India. Public Policy and Marketing Conference.
  • Viswanathan, M. (2007). Understanding Subsistence Marketplaces: Implications for Marketing and Society. Joint International Society for Marketing and Development and Macromarketing Conference.
  • Viswanathan, M., & Chaturvedi, A. (2007). Understanding Perceived Value in Subsistence Marketplaces. Pricing Camp.
  • Seth, A., Viswanathan, M., Chaturvedi, A., & Gau, R. (2007). Doing Well by Doing Good: Commercial Success Through Social Good in Subsistence Markets. Academy of Management Annual Meeting.
  • Viswanathan, M. (2007). e-Education in Subsistence Marketplaces? A Work-In-Progress Study of the Marketplace Literacy Project, Microsoft Research. Seminar in Management.
  • Viswanathan, M. (2007). Engineering Solutions For Sustainable Development: From Subsistence Marketplaces to Sustainable Marketplaces. Engineers Without Borders.
  • Viswanathan, M. (2007). Lessons Learnt From My Attempts At Research, Educational, and Social Initiatives, Faculty Development Program, SRM College. Seminar in Management.
  • Viswanathan, M. (2007). Product and Market Development for Subsistence Marketplaces. Business International Programs Integrating International Travel into Courses Workshop.
  • Viswanathan, M. (2007). Product and Market Development for Subsistence Marketplaces. Academy for Entrepreneurial Leadership Lunchbox Lecture Series.
  • Viswanathan, M. (2007). Understanding Materialism in Subsistence Marketplaces. Midwestern Materialism Conference.
  • Viswanathan, M. (2007). Understanding Social Enterprises in India: Lessons Learned From The Marketplace Literacy Project. ASHA.
  • Viswanathan, M. (2006). Product and Market Development for Subsistence Marketplaces. International Conference on Innovation and New Product Development.
  • Viswanathan, M. (2006). Enabling Consumer and Entrepreneurial Literacy in Subsistence Contexts. Business as an Agent of World Benefit: Management Knowledge Leading Positive Change.
  • Torelli, C., Viswanathan, M., & Lalwani, A. (2006). Relationship between Literacy and Cognitive Characteristics Relating to Categorization. Society for Consumer Psychology.
  • Torelli, C., Viswanathan, M., & Xia, L. (2006). Literacy and Consumer Memory. Society for Consumer Psychology.
  • Viswanathan, M. (2006). Consumption and Entrepreneurship Beyond Literacy and Resource Barriers: Understanding Subsistence Marketplaces,” Paper presented at the Institute for Financial Management and Research. Seminar in Management.
  • Viswanathan, M. (2006). Product and Market Development for Subsistence Marketplaces, International Conference on Innovation and New Product Development. International Product Development Conference.
  • Viswanathan, M. (2006). Traversing Pathways from Research to Social Entrepreneurship: The Marketplace Literacy Project. University of Illinois.
  • Viswanathan, M., Chaturvedi, A., & Gau, R. (2006). Understanding Low Literate Consumers: Implications for Corporate Social Responsibility. Society for Consumer Psychology.
  • Viswanathan, M., Torelli, C., Lalwani, A., & Xia, L. (2006). Understanding Cognitive Predilections, Memory, and Decision-Making of Low-Literate Consumers, Paper presented at the Marketing Seminar Series. University of Illinois.
  • Viswanathan, M., Torelli, C., Yoon, K., Riemer, H., & Qiu, T. (2005). An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers, La Londe Conference on Communications and Consumer Behavior. Advertising and Consumer Psychology.
  • Viswanathan, M. (2005). Applying Research on Low-Literate Buyers and Sellers for the Development of Nutrition Education and Consumer Literacy Programs, presented to the U of I Extension Consumer and Family Economics Team. University of Illinois.
  • Viswanathan, M. (2005). Consumer Behavior Research. LEAD Summer Business Institute.
  • Viswanathan, M. (2005). Understanding Low-Literate, Low Income Buyer and Seller Behavior in a Developing Economy Context. Advertising and Consumer Psychology.
  • Viswanathan, M., & Chaturvedi, A. (2005). Price and the Low-Literate Consumer: New Perspectives and Directio. Pricing Strategy.
  • Viswanathan, M., Chaturvedi, A., & Sarangee, K. (2005). A Cross-Cultural Perspective on Marketing Research and New Product Design for the Low-Literate: Where Engineering and Marketing Meet the Bottom of the Pyramid. International Product Development Conference.
  • Viswanathan, M., & Rosa, J. (2004). The Scholarship of Richard Bagozzi, Paper presented at the Converse Symposium. University of Illinois.
  • Chandrashekaran, R., Viswanathan, M., & Monroe, K. (2003). Effects of Order and Size Incongruence in Comparative Price Advertisements. Pricing Strategy.
  • Riemer, H., Viswanathan, M., & Yoon, K. (2003). Effects of Functional Literacy and Language Ability on Consumer Behavior: The Ethiopian Immigrant Case. Marketing Camp.
  • Viswanathan, M. (2003). Substantive and Methodological Issues in Interdisciplinary Research: My Experiences, Paper presented at the Conference on Conceptualizing Global Security Issues for International Business, Center fo. University of Illinois at Chicago.
  • Viswanathan, M., & Rosa, J. (2003). Towards Understanding Functionally Illiterate Consumers. Ohio State University.
  • Viswanathan, M., Qiu, T., Riemer, H., & Yoon, K. (2003). Understanding English as Second Language (ESL) Consumers: A Qualitative Study. Advertising and Consumer Psychology.
  • Viswanathan, M. (2002). The Illiterate Consumer in the Global Marketplace, Paper presented at the Center for International BusinessEducation and Research Advisory Council Meeting. University of Illinois.
  • Viswanathan, M. (2002). The Illiterate Consumer in the Global Marketplace, Paper presented at the Marketing Seminar Series. University of Illinois.
  • Viswanathan, M. (2002). Toward Understanding Functionally Illiterate Consumers, Paper presented at the Marketing Seminar Series. University of Illinois.
  • Viswanathan, M., & Wansink, B. (2000). Numerosity and Consumer Behavior. Association for Consumer Research Annual Conference.
  • Viswanathan, M. (2000). Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing. National University of Singapore.
  • Viswanathan, M. (2000). Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing. Nanyang Technological University.
  • Viswanathan, M. (2000). Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing. University of New South Wales.
  • Viswanathan, M., & Harris, J. (2000). Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing. Asia Pacific Conference of the Association for Consumer Research.
  • Viswanathan, M. (1999). Processing of Numerical Versus Verbal Product Information: Implications for Advertising. University of Illinois.
  • Viswanathan, M. (1999). Functional Illiteracy and Innumeracy: The Dark Side of Information Processing. University of Illinois.
  • Viswanathan, M., & Harris, J. (1998). Functional Illiteracy: The Dark Side of Information Processing. Association for Consumer Research Annual Conference.
  • Romani, S., & Viswanathan, M. (1998). A Number Processing Approach to Price Encoding and Memory. Asia Pacific Conference of the Association for Consumer Research.
  • Viswanathan, M., & Childers, T. (1998). Development and Validation of Fuzzy Set Measures of Graded Structure in Categorization. Society for Consumer Psychology.
  • Viswanathan, M. (1997). Development and Validation of Fuzzy Set Measures of Graded Structure in Categorization. University of Illinois.
  • Viswanathan, M. (1997). Processing of Numerical and Verbal Magnitude Information: Implications for Pricing. Marketing Camp.
  • Viswanathan, M., & Hastak, M. (1997). Are the Daily Reference Values Really Enough? Facilitating the Use of Nutrition Information Through Summary Information. Advertising, Consumer Psychology, and Health Conference.
  • Viswanathan, M., & Hastak, M. (1997). Are the Daily Reference Values Really Enough? Facilitating the Use of Nutrition Through Summary Information. Marketing and Public Policy Conference.
  • Viswanathan, M., & Childers, T. (1997). An Examination of the Relationship Between Consumers' Preference for Numerical Information and Aspects of Consumer Decision Making. Society for Consumer Psychology.
  • Viswanathan, M. (1997). Processing of Numerical and Verbal Magnitude Information: Implications for Pricing. Pricing Strategy.
  • Viswanathan, M. (1996). Processing of Numerical Versus Verbal Product Information: Implications for Advertising. University of Illinois.
  • Childers, T., & Viswanathan, M. (1996). Representation of Numerical and Verbal Product Information in Consumer Memory. Asia Pacific Conference of the Association for Consumer Research.
  • Viswanathan, M. (1996). Understanding Comparative Judgments Along Product Attributes. University of Illinois.
  • Viswanathan, M. (1996). Product Comparisons Along Attributes: Effects of Processing Goals and Information Mode. University of Illinois.
  • Viswanathan, M., & Narayanan, S. (1996). The Effects of Processing Goals, Information Presentation, and Information Mode on Comparative Judgments by Consumers. Winter Educators' Conference.
  • Viswanathan, M., Johnson, M., & Sudman, S. (1996). Using the Sorting Task to Examine Product Representations in Consumer Research. Winter Educators' Conference.
  • Viswanathan, M., Childers, T., & Moore-Shay, E. (1995). The Measurement of Individual Differences in Intergenerational Communications and Influence: Scale Development and Cross-Cultural Comparison. Marketing Science Conference.
  • Viswanathan, M. (1994). The Processing and Use of Numerical Versus Verbal Product Information. University of Illinois.
  • Childers, T., Viswanathan, M., & Cox, A. (1994). Preliminary Results on the Development and Test of a Scale to Assess Preference for Numerical Information. Winter Educators' Conference.
  • Viswanathan, M. (1994). The Need for Precision. Society for Consumer Psychology.
  • Viswanathan, M. (1993). Understanding How Consumers Process and use Numerical Versus Verbal Information. University of Illinois.
  • Viswanathan, M. (1993). The Encoding of Numerical Versus Verbal Attribute Information: Implications for Consumer Memory. Association for Consumer Research Annual Conference.
  • Viswanathan, M. (1993). The Influence of Summary Information on the Usage of Nutrition Information. Marketing and Public Policy Conference.
  • Viswanathan, M. (1993). Maximum Versus Meaningful Discrimination in Scale Responses: A Perspective on the Optimal Number of Response Categories to Use in a Scale. University of Illinois.
  • Viswanathan, M., & Sudman, S. (1993). Maximum Versus Meaningful Discrimination in Scale Responses: A Perspective on the Optimal Number of Response Categories to Using a Scale. Marketing Science Conference.
  • Viswanathan, M. (1993). Marketing Research Workshop. University of Illinois.
  • Viswanathan, M. (1989). The Categorization of Pictures and Words: An Enquiry into the Process. University of Minnesota.

Working Paper

  • Jaikumar, S., Dutta, S., Sreekumar, A., & Viswanathan, M. (2017). Impact of Entrepreneurship on Objective and Subjective Economic Wellbeing in Emerging Markets: A Longitudinal Study from India.
  • Maltz, E., Viswanathan, M., Sridharan, S., & Gupta, S. (2017). Value Creation Through Transformative Subsistence Entrepreneurship: Understanding Pathways to Growth in Low Income Segments of Emerging Markets.
  • Venugopal, S., & Viswanathan, M. (2017). "Social Enterprises as Enablers of Embedded Agency in Base-of-the-Pyramid Markets".
  • Viswanathan, M., Arias, R., & Sreekumar, A. (2017). Extreme Marketplace Exclusion in Subsistence Marketplaces: A Study in a Refugee Settlement in Nakivale, Uganda.
  • Viswanathan, M., Sinha, G., & Sreekumar, A. (2017). Bottom-Up Social Innovation in Subsistence Marketplaces.
  • Viswanathan, M., Sreekumar, A., Jaikumar, S., & Dutta, S. (2017). Managing Product Quantities through Making, Smoothing Purchase and Stocking in Subsistence Marketplaces: A Field Experiment in India on the Effects of Marketplace Literacy Education and Self-Help Grou.
  • Viswanathan, M. (2015). If She Can Do It, I Can Do It": Entrepreneurship, Symbolic Role Models, and Women's Self-Efficacy in India.
  • Viswanathan, M. (2015). Institutional Merging in Subsistence Marketplaces: Implications for Marketing Management.
  • Viswanathan, M., Vijayakumar, K., Rangan, V., Soundararajan, S., Jones, M., & Abbam Elliot, E. (2015). Assessing Marketplace Literacy.
  • Gau, R., & Viswanathan, M. (2013). Impact of Concrete Versus Abstract Thinking Styles and Product Information Characteristics on Consumer Judgments.
  • Jung, K., Viswanathan, M., & Chiu, C. (2013). Three Pathways to Income Gain in Low-Income Communities in India: The Role of Education, Cultural Values and Lay Beliefs.
  • Jung, K., Viswanathan, M., & Wyer, R. (2013). Effects of Gender and Power on Choices for Selves and Others: Gender-Matching Perspective.
  • Jung, K., Viswanathan, M., Wyer, R., & Albarracin, D. (2013). Effects of Timing of Purchase and Perceived Proximity of Climate Change on Green Product Purchase.
  • Viswanathan, M. (2013). Creativity in Contexts of Poverty.
  • Viswanathan, M. (2013). Organizational Legitimacy in Subsistence Marketplaces.
  • Viswanathan, M., & Jung, K. (2013). Effects of Chronic Poverty, Transient Poverty and Social Support on Entrepreneur Intentions and Financial Product Purchase.
  • Viswanathan, M., & Jung, K. (2013). Effects of Marketplace Literacy Education on Self-Efficacy, Response Efficacy and Construal Levels of Low-Income and Low-Literate Consumers.
  • Viswanathan, M., & Lalwani, A. (2009). Literacy and Categorization.
  • Viswanathan, M., Chaturvedi, A., & Chiu, C. (2009). Understanding Perceived Value in Subsistence Marketplaces.

Honors and Awards

  • Miller Faculty Fellow in the Academy for Entrepreneurial Leadership University of Illinois Gies College of Business, 2019 to present
  • University Professional and Continuing Education Association (UPCEA) International Leadership Award University Professional and Continuing Education Association (UPCEA), 2017
  • Coursera Outstanding Educator Transformation Award Coursera, 2017
  • 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

Grants

  • , Increasing Financial and Marketplace Literacy among Women and Girls as a Deterrent to the Effects of Domestic Violence, State Department, USA, 2016-2017,2016-2018
  • , Academy for Entrepreneurial Leadership Grant, 2008-2010
  • , Social Science and Humanities Research Council Grant, Canada, 2007-2009

Services

  • Member, Livelihood Advisory Board, United Nations Refugee Agency (UNHCR), 2014-2016
  • Editorial Review Board, Journal of Consumer Psychology, 1999-2009
  • Editorial Review Board, Journal of Consumer Research, 2002-2005

Teaching 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 Interests

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.

Courses

  • Sustain Prod Desgn Mkt Plan I (BADM 332) Focuses on sustainable product design and enterprise plan development; uses extreme resource constrained contexts, i.e., subsistence marketplaces, to learn about bottom-up immersion and design for any context; virtual immersion in subsistence contexts; emersion of principles for business, design, and engineering; idea generation and evaluation by groups of business, engineering, design and other students; optional international field trips.
  • Sustain Prod Desgn Mkt Plan II (BADM 333) Focuses on sustainable product design and marketing plan development; uses extreme resource constrained contexts, subsistence marketplaces, to learn about bottom-up enterprise and innovation for any context; project based course focusing on systematic approach for designing sustainable products and developing enterprise plans; covers concept generation and evaluation, detailed design, cost modeling, market-testing & prototyping, product innovation, and sustainable enterprise plan development for subsistence marketplaces or upward innovation for advanced economies.
  • Emp. Res. Methods in Bus. Adm. (BADM 507) Research methodology for the study of administrative, industrial, and consumer behavior and organizations; Foundations of measurement - Construct definition, Domain delineation, Reliability, Dimensionality, and Validity, Reliability analysis, Exploratory and Confirmatory factor analysis; Alternative methods of data collection - laboratory experimentation, survey research design, and qualitative research. A completed individual research project involving the development of an entire method is formally presented in class and submitted as a paper.
  • Sustain Design & Enterprise I (BADM 532) Focuses on sustainable product design and enterprise plan development; uses extreme resource constrained contexts to learn about bottom-up immersion and design for any context; virtual immersion in subsistence contexts; emersion of principles for business, design, and engineering; idea generation and evaluation by groups of business, engineering, design and other students; optional international field trips. 4 graduate hours. No professional credit.
  • Sustain Design & Enterprise II (BADM 533) Focuses on sustainable product design and enterprise plan development; uses extreme resource constrained contexts to learn about bottom-up enterprise and innovation for any context; project based course focusing on systematic approach for designing sustainable products and developing enterprise plans; covers concept generation and evaluation, detailed design, cost modeling, market-testing & prototyping, product innovation, and sustainable enterprise plan development for subsistence marketplaces or upward innovation for advanced economies. 4 graduate hours. No professional credit.
  • Global Business Horizons (BADM 590) Special topics in the general area of business. Topics are selected by the instructor at the beginning of each term. Approved for letter and S/U grading. May be repeated if topics vary; unlimited credit hours for graduate and professional students.

Contact

183 Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

217-333-4550

mviswana@illinois.edu

Vita

Homepage