College of Business: University of Illinois at Urbana-Champaign

Associate Professor of Business Administration

Ph.D., Business Administration (Marketing) (Psychology), University of Minnesota, 1990
B.Tech., Mechanical Engineering, Indian Institute of Technology at Madras, 1985

Associate Professor of Business Administration, University of Illinois, 1998 - Present
Assistant Professor of Business Administration, University of Illinois, 1990 - Present

Viswanathan, M. Forthcoming. Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India . In Jose Rosa and Madhu Viswanathan (Ed.), Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Elsevier

Viswanathan, M., Gajendiran, S., Venkatesan, R. Forthcoming. Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces: A Research-Based Approach to Educational Programs, Springer

Viswanathan, M., Rosa, J. Forthcoming. Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers . In Jose Rosa and Madhu Viswanathan (Ed.), Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy, Advances in International Management Series, Elsevier

Faculty Fellow, Academy for Entrepreneurial Leadership, University of Illinois, 2006
Incomplete List of Teachers Ranked as Excellent by Their Students, 1993, 1997-1999, 2001-2002, 2004-2005

Cochair, Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Across Literacy and Resource Barriers, 2006
Board Member, Journal of Consumer Psychology, 1999-2006
Board Member, Psychology and Marketing, 1999-2006
Board Member, Journal of Consumer Research, 2002-2005

Teaches courses in marketing research, measurement and research design, and product and market development for subsistence marketplaces.

Research focuses on literacy, poverty, and marketplace behavior, and measurement and research design. Director of the Marketplace Literacy Project (www.marketplaceliteracy.org) which aims to improve practices of businesses, policy-makers, and educators in serving the needs of low-literate consumers.