Madhu Viswanathan
Research Director - ISB Institute of Data Science (IIDS)
Madhu Viswanathan is an Associate Professor of Marketing at the Indian School of Business (ISB). Prior to joining ISB, he served as an Assistant Professor at University of Arizona.
Professor Viswanathan’s research work focuses on the role of distribution channels, B2B relationships, and salesforce compensation, as well as, their impact on key marketing mix elements such as pricing and product assortment. His work has been published in the Journal of Marketing Research, a premier journal in the field of marketing. He has consulted for and worked with companies spanning a wide range of industries including retail, insurance, and healthcare.
Professor Viswanathan holds a PhD in Business Administration (Marketing) from the University of Minnesota, Twin Cities, and an undergraduate degree in Mechanical Engineering from BITS, Pilani.
- PhD in Business Administration - Marketing, University of Minnesota, Carlson School of Business, 2012
- B.E (Hons.) in Mechanical Engineering, Birla Institute of Technology and Science, Pilani, India, 2002
Academic positions
- 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 Positions
- 2020 - Present: Research Director - IIDS, Indian School of Business
- 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
- 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
- Viswanathan, Madhu., Om Narasimhan., George John. (2021) "Economic Impact of Category Captaincy: An Examination of Assortments and Prices", Marketing Science, 40 (2), 193-394
- 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
- February 18, 2024: Viewpoint: What to expect in 2024? | AI and Data Privacy, ISB Executive Education.
- October 28, 2021: Achieving 4 As in primary healthcare, Telangana Today.
