ABOUT ISB
ISB Experience Tailored to you
Help us tailor the website experience to your taste. Make some selections to let the website work better for you.
I am Interested in
Suggestions for You
Viswanathan, Madhu
Senior Assistant Professor
Research Director - IIDS
Email Madhu_Viswanathan@isb.edu
Website Viswanathanmadhu.com
Overview
Madhu Viswanathan is an Senior Assistant 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
- 2019 - Present: 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
Research & Publications
Published Papers
Viswanathan, Madhu.,Prokriti Mukherji.,Om Narasimhan.,Rajesh Chandy. (forthcoming) "The Performance Impact Of Core Component Outsourcing:Insights From The LCD TV Industry", Journal of Marketing Research Viswanathan, Madhu.,Om Narasimhan.,George John. (2021) "Economic Impact of Category Captaincy: An Examination of Assortments and Prices", Marketing Science , 40 (2), 193-394 Viswanathan, Madhu. (2019) "Savings that Hurt: Production Rationalization and its Effect on Prices", Journal of Economics & Management Strategy , 29 (1), 147-172 Viswanathan, Madhu.,Xiaolin Li.,Om Narasimhan.,George John. (2018) "“Is Cash King? A Field Experiment on Mental Accounting in a Salesforce", Journal of Marketing Research , 55 ((3))
Working Papers
Gu Tianyu.,Yong Liu.,Viswanathan, Madhu. "Differentiation in Online Product Reviews: A Machine Learning Based Analysis" Viswanathan, Madhu.,Sunil Kishore.,Raghu Rao.,George John. "Do Activity-Based Incentive Plans Work? Evidence from a Large-Scale Field Experiment" Shan Yu.,Mrinal Ghosh.,Viswanathan, Madhu. "Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization" Viswanathan, Madhu. "Impact of Vertical Structure and Product Differentiation on Price Pass-through: An Analysis of the Retail Beer Market"