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Madhu Viswanathan
Associate Professor, Marketing
Research Director - IIDS
Overview
Madhu Viswanathan is an Associate Professor of Marketing at the Indian School of Business (ISB). Prior to joining ISB, he worked as an assistant professor at University of Arizona.
Professor Viswanathan’s research work focuses on the role of distribution channels, B2B relationships, salesforce compensation and its impact on marketing mix elements like prices and assortments. His work has been published in Journal of Marketing Research, a premier journal in marketing. He has consulted and worked with companies spanning a wide range of industries including retail, insurance and healthcare. Prof. Viswanathan received his PhD from the University of Minnesota, Twin Cities and his undergraduate from BITS, Pilani.
Experience
Academic
- 2022 - Present: Associate Professor, Indian School of Business
- 2019 - 2022: Senior Assistant Professor, Indian School of Business
- 2012 - 2019: Assistant Professor, University of Arizona, Eller School of Management
Professional
- 2020 - Present: Research Director - IIDS, Indian School of Business
In the Media
October 28, 2021: Achieving 4 As in primary healthcare, Telangana Today.
Research & Publications
Published Papers
Shan Yu., Mrinal Ghosh., Viswanathan, Madhu. (2022) "Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization Services", Journal of Marketing Research , 59 (3), 659-673 Viswanathan, Madhu., Om Narasimhan., George John. (2021) "Economic Impact of Category Captaincy: An Examination of Assortments and Prices", Marketing Science , 40 (2), 193-394 Raghu Rao., Viswanathan, Madhu., George John., Sunil Kishore. (2021) "Do Activity-Based Incentive Plans Work? Evidence from a Large-Scale Field Intervention", Journal of Marketing Research , 58 (4), 686-704 Viswanathan, Madhu., Prokriti Mukherji., Om Narasimhan., Rajesh Chandy. (2021) "The Performance Impact Of Core Component Outsourcing: Insights From The LCD TV Industry", Journal of Marketing Research , 58 (4), 801-826 Mauricio, Varela., Viswanathan, Madhu. (2020) "Savings that Hurt: Production Rationalization and its Effect on Prices", Journal of Economics & Management Strategy , 29 (1), 147-172 Viswanathan, Madhu., Xiaolin Li., George John., Om Narasimhan. (2018) "“Is Cash King? A Field Experiment on Mental Accounting in a Salesforce", Journal of Marketing Research , 55 (3), 368-381
Working Papers
Su, Yuanchen., Viswanathan, Madhu., John, George. "The Monetary and Social Effects of Sales Contest Leaderboards" Kumar, Sumeet., Mani, Deepa., Viswanathan, Madhu. "COPPA Compliance and its Impact on YouTube Kids -- A Comprehensive Analysis of Video Content Creation and Marketing" Viswanathan, Madhu. "Impact of Vertical Structure and Product Differentiation on Price Pass-through: An Analysis of the Retail Beer Market" Gu Tianyu., Yong Liu., Viswanathan, Madhu. "Differentiation in Online Product Reviews: A Machine Learning Based Analysis" Nandkumar, Anand., Mogra, Ronak., Viswanathan, Madhu. "The effect of market-price based control on drug prices" Kumar, Sumeet., Viswanathan, Madhu., Bapna, Ravi. "Understanding the Factors Leading to Giga-Popularity of Kids’ Videos on YouTube" Nandkumar, Anand., Dutta, Shantanu., Viswanathan, Madhu., Choudhury, Arnab. "Change in Patent Regime And The Role of Branded and Generic Drugs On Price and Quantity: Evidence from the Indian pharmaceutical industry 1995-2009"