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

Select Research Papers

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

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

3. Viswanathan Madhu, Om Narasimhan and George John, “Economic Impact of Category Captaincy: An Examination of Assortments and Prices” (being revised Marketing Science, 2nd round)

4. Shan Yu, Mrinal Ghosh and Madhu Viswanathan, “Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization” (under review at Journal of Marketing Research)