Madhu Viswanathan

Assistant Professor of Marketing

Madhu Viswanathan

McClelland Hall 320L
1130 E. Helen St.
P.O. Box 210108
Tucson, Arizona 85721-0108

Areas of Expertise

  • Interfirm relationships (B2B)
  • Technology and Innovation
  • Sales force
  • Structural models, Empirical industrial organizations

Teaching Interests

  • Market Research
  • Pricing
  • Sales Force Management
  • Distribution Channels
  • Marketing Strategy

Working Papers

  • Viswanathan, Madhu, Prokriti Mukherji, Om Narasimhan and Rajesh Chandy, "The Big Picture: Exploring the Performance Impace of being at the Technological Frontier."
  • Viswanathan, Madhu, "Economic Impact of Category Captaincy: An Examination of Assortments and Prices."
  • Viswanathan, Madhu, Tony Cui, Mrinal Ghosh, and George John, "Loss-Averse Reference Dependent Contract Choices: Evidence from Sales Force Compensation."
  • Viswanathan, Madhu, Ranjan Banerjee and Om Narasimhan, "Studying the Switching Behavior of Electricians: Assessing the Impact of Loyalty Programs."