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

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 Yelp.com"