Areas of Expertise
- Interfirm Relationships (B2B)
- Technology & Innovation
- Sales Force
- Structural Models, Empirical Industrial Organizations
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))
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)
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 Yelp.com"