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
Pricing
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."