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

Working Papers

Viswanathan, Madhu, Prokriti Mukherji, Om Narasimhan and Rajesh Chandy, "The Big Picture: Exploring the Performance Impace of being at the Technological Frontier."

Viswanathan, Madhu, "Economic Impact of Category Captaincy: An Examination of Assortments and Prices."

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

Viswanathan, Madhu, Ranjan Banerjee and Om Narasimhan, "Studying the Switching Behavior of Electricians: Assessing the Impact of Loyalty Programs."