Faculty

Overview

Madhu Viswanathan is an 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.

Education

• Ph D (Business Administration - Marketing), University of Minnesota, Carlson School of Business 2012
• B.E (Hons.) (Mechanical Engineering), Birla Institute of Technology and Science, Pilani, India 2002

Research

Published Papers

Viswanathan, Madhu.,Om Narasimhan.,George John. (forthcoming) "Economic Impact of Category Captaincy: An Examination of Assortments and Prices", Marketing Science 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))

Books and Monographs

George John.,Viswanathan, Madhu.,Mrinal Ghosh. (2019) "A transaction cost approach to channel design with application to multi-channel settings", Handbook of Research on Distribution Channels, Edgar Publishing , 379-404

Cases

Viswanathan, Madhu.,Bendle Neil. (2015) "Managing the Competition: Category Captaincy on the Frozen Food Aisle", Canada: Ivey Publishing

Working Papers

Gu Tianyu.,Yong Liu.,Viswanathan, Madhu. "Differentiation in Online Product Reviews: A Machine Learning Based Analysis" Viswanathan, Madhu.,Prokriti Mukherji.,Om Narasimhan.,Rajesh Chandy. "The Performance Impact Of Core Component Outsourcing:Insights From The LCD TV Industry" 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"