Madhu Viswanathan

Assistant Professor of Marketing

Areas of Expertise

  •  Interfirm Relationships (B2B)
  •  Technology & Innovation
  •  Sales Force
  • Structural Models, Empirical Industrial Organizations

Teaching Interests

Market Research
Sales Force Management
Distribution Channels
Marketing Strategy

Accepted Publications

Viswanathan Madhu, Xiaolin Li, Om Narasimhan and George John “Is Cash King? A Field Experiment on Mental Accounting in a Salesforce” (Journal of Marketing Research, Volume 55(3))

Submitted Papers

Viswanathan Madhu, Prokriti Mukherji, Om Narasimhan and Rajesh Chandy, “The Big Picture: Exploring the Performance Impact of being at the Technological Frontier”, (Journal of Marketing Research, 2nd round)

 Viswanathan Madhu, Om Narasimhan and George John, “Economic Impact of Category Captaincy: An Examination of Assortments and Prices” (Marketing Science, 3rd round)

 Shan Yu, Mrinal Ghosh and Madhu Viswanathan, “Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization” (Journal of Marketing Research,1st round)

 Varela Mauricio, Madhu Viswanathan, “Savings that Hurt: Production Rationalization and its Effect on Prices”  (Journal of Economics and Management Strategy, 2nd round)

Working Papers

Viswanathan Madhu, Tony Cui, Mrinal Ghosh and George John, “Loss-Averse Reference Dependent Contract Choices: Evidence from Sales Force Compensation”

Viswanathan Madhu, Sunil Kishore, Raghu Rao and George John, "Do Activity-Based Incentive Plans Work? Evidence from a Large-Scale Field Experiment"

Shan Yu, Madhu Viswanathan and Mrinal Ghosh, “Outsourcing, productivity and service quality: The impact of outsourcing of clinical services in the In-Vitro Fertilization market”

Viswanathan Madhu, Raghunath Rao, Zhen Tang, “Price Framing in Non-Profits: Disentangling the prestige and warm-glow effects in the consumption of college sports”

Gu Tianyu, Madhu Viswanathan and Yong Liu, "Understanding Review Differentiation: A Text-mining Approach on"