Faculty

Institution

Unit

Venue

Madhubalan Viswanathan

Professor

University of Illinois Urbana-Champaign

Affiliations

Gies College of Business

Business Administration

Madhubalan Viswanathan is currently serving as a Business Administration Professor at University of Illinois Urbana-Champaign.

Honors

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Experiences

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Education

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Madhubalan Viswanathan

University of Illinois Urbana-Champaign

Professor

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marketing consumer behaviour consumer research livelihoods business marketing research subsistence marketplaces consumer culture marketing science social sciences behavioral sciences market research market (economics) entrepreneurship consumerism sustainable development consumer studies poverty behavioral decision making consumption system social entrepreneurship cultural economy world development economic development consumer attitudes entrepreneurial behavior human decision process public health nutrition economic behavior marketing theory buying behaviors applied social psychology psychological assessment behavioral nutrition social business economy marketing psychometrics history of marketing numerical competence marketplace literacy business strategy behavioral research entrepreneurship research economic literacy sustainable consumption socio-economic development marketing management marketing communications user perception food marketing sustainable practices verbal product information market development food choice marketplace literacy education nutrition information consumer-driven product development disaster vulnerability climate disasters weather disaster sustainable value creation rural sociology entrepreneurial phenomenon social marketing better world illiterate consumers business-to-business research bop markets subsistence entrepreneurs south india consumption constraints subsistence contexts summary information procedural remedies ” numerical information negotiable fate

Video Presentations

Notable Scholarly Works

Notable Federal Grants

Collaborators

Effects of Household Characteristics on Low-Income Family Businesses: Evidence From India. Journal of Research in Marketing and Entrepreneurship (2025)

Saravana JaikumarMadhubalan ViswanathanShantanu DuttaArun Sreekumar

entrepreneurshiphousehold characteristicsentrepreneurship researchbusiness venturingentrepreneurial behaviorfailure ratessociologyhousehold leveleconomicssocioeconomic statusfamily issuesbusinessfamily firmsdevelopment economicsfamily-owned businesseconomic developmentfamily studieseconomic sociology

Global Marketplace (Marketing) Literacy for Sustainable Development. Journal of Global Marketing (2025)

Madhu ViswanathanGaurav R. SinhaEdem KloboduShubham Kumar Sinha

marketinggreen marketingglobal sustainabilitysustainability sciencesustainable developmentglobal marketplace

Sustainability in Subsistence Marketplaces and Beyond: Addressing Challenges Through the Bottom-Up Approach. (2025)

Madhu Viswanathan

sustainable consumptionsustainable practicesfood systemssubsistence marketplacessustainable productseconomicssustainable livingeconomic sustainabilitysustainability scienceecological sustainabilitysustainable developmentbottom-up approachecological economicsagricultural economicslivelihoods

Addressing Difficulties With Abstract Thinking for Low‐Literate, Low‐Income Consumers Through Marketplace Literacy: A Bottom‐Up Approach to Consumer and Marketing Education. Journal of Consumer Affairs (2024)

Madhu ViswanathanSaravana JaikumarArun SreekumarShantanu DuttaAdam Duhachek

thinking skillsmarketingconsumer researchconsumer studiesmarketing educationeducationconsumer behaviourconsumer sciencemarketplace literacy educationmarketing researchmarketplace literacyconsumer culture

A Field Experiment on Marketplace Literacy and Self-Help Group Membership in Subsistence Marketplaces. Journal of Macromarketing (2024)

Madhu ViswanathanArun SreekumarSaravana JaikumarShantanu Dutta

buying behaviorsmarketingconsumer researchconsumer studiesfield experimentssocial sciencesself-help group membershipconsumer behaviourmarketing researchmarketplace literacyeconomic behaviorconsumer culture

Boosting App-Based Mobile Financial Services Engagement in B2B Subsistence Marketplaces: The Roles of Marketing Strategy and App Design. Industrial Marketing Management (2024)

Ahmed Shahriar FerdousHusain Salilul AkareemMadhu ViswanathanLinda D. HollebeekAllison Ringer

sd logicbuying behaviorsrelationship satisfactionmarketingconsumer researchmobile commerceservice managementconsumer behaviourbusinessbusiness-to-business researchservices marketingdigital marketingcustomer satisfactionelectronic commerceapp designconsumer engagement

CORRECTION: Addressing Grand Challenges Through the Bottom-Up Marketing Approach: Lessons From Subsistence Marketplaces and Marketplace Literacy. Journal of the Academy of Marketing Science (2024)

Madhu ViswanathanArun SreekumarSrinivas SridharanGaurav R. Sinha

bottom-up marketing approachmarketingconsumer researchmarketing scienceaddressing grand challengeseconomicsconsumer behaviourconsumerismmarketplace literacyconsumer culturelivelihoods

“I Did Not Think of Myself as a ‘Customer’”: The Confluence of Intertwined Vulnerabilities Among Subsistence Consumers Through Marketplace Literacy. Review of marketing research (2024)

Madhu ViswanathanLucy Joy ChaseMaria Jones

marketingconsumer researchmarketing researchmarket researchmarketing scienceconsumer studiessocial sciencesintertwined vulnerabilitiesconsumer behaviourconsumer sciencehospitality marketingcultureconsumerismconsumer cultureconsumer issue

Student Loan Debt and Mental Health: A Comprehensive Review of Scholarly Literature From 1900 to 2019. Journal of Evidence-Based Social Work (2024)

Gaurav R. SinhaMadhubalan ViswanathanChristopher R. Larrison

mental health nursingstudent loanstudent loan debtmental healtheducationworld psychiatryhigher education financepsychiatryfinancial literacyconsumer finance

Bottom-Up Journey Into Subsistence Marketplaces From Micro-Level Behavioral Foundations: New Directions for Public Policy and Marketing. Journal of Public Policy & Marketing (2023)

Madhu Viswanathan

social marketingmarket (economics)marketingconsumer researchmarket researchbottom-up journeypublic policyconsumer behaviourfood marketingmicro-level behavioral foundationsfood policymarketing researchconsumer choiceeconomic behaviorlivelihoods

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Madhubalan Viswanathan

Professor

University of Illinois Urbana-Champaign

Affiliations

Gies College of Business

Business Administration

Madhubalan Viswanathan is currently serving as a Business Administration Professor at University of Illinois Urbana-Champaign.

Honors

Create free account to unlock more features

Experiences

Create free account to unlock more features

Education

Create free account to unlock more features

Madhubalan Viswanathan

University of Illinois Urbana-Champaign

Professor

You can click a keyword to filter the displayed items

Video Presentations

Notable Scholarly Works

Notable Federal Grants

Collaborators

Effects of Household Characteristics on Low-Income Family Businesses: Evidence From India. Journal of Research in Marketing and Entrepreneurship (2025)

Saravana JaikumarMadhubalan ViswanathanShantanu DuttaArun Sreekumar

Global Marketplace (Marketing) Literacy for Sustainable Development. Journal of Global Marketing (2025)

Madhu ViswanathanGaurav R. SinhaEdem KloboduShubham Kumar Sinha

marketinggreen marketingglobal sustainabilitysustainability sciencesustainable developmentglobal marketplace

Sustainability in Subsistence Marketplaces and Beyond: Addressing Challenges Through the Bottom-Up Approach. (2025)

Madhu Viswanathan

Madhu ViswanathanSaravana JaikumarArun SreekumarShantanu DuttaAdam Duhachek

A Field Experiment on Marketplace Literacy and Self-Help Group Membership in Subsistence Marketplaces. Journal of Macromarketing (2024)

Madhu ViswanathanArun SreekumarSaravana JaikumarShantanu Dutta

Boosting App-Based Mobile Financial Services Engagement in B2B Subsistence Marketplaces: The Roles of Marketing Strategy and App Design. Industrial Marketing Management (2024)

Ahmed Shahriar FerdousHusain Salilul AkareemMadhu ViswanathanLinda D. HollebeekAllison Ringer

CORRECTION: Addressing Grand Challenges Through the Bottom-Up Marketing Approach: Lessons From Subsistence Marketplaces and Marketplace Literacy. Journal of the Academy of Marketing Science (2024)

Madhu ViswanathanArun SreekumarSrinivas SridharanGaurav R. Sinha

bottom-up marketing approachmarketingconsumer researchmarketing scienceaddressing grand challengeseconomicsconsumer behaviourconsumerismmarketplace literacyconsumer culturelivelihoods

“I Did Not Think of Myself as a ‘Customer’”: The Confluence of Intertwined Vulnerabilities Among Subsistence Consumers Through Marketplace Literacy. Review of marketing research (2024)

Madhu ViswanathanLucy Joy ChaseMaria Jones

Student Loan Debt and Mental Health: A Comprehensive Review of Scholarly Literature From 1900 to 2019. Journal of Evidence-Based Social Work (2024)

Gaurav R. SinhaMadhubalan ViswanathanChristopher R. Larrison

mental health nursingstudent loanstudent loan debtmental healtheducationworld psychiatryhigher education financepsychiatryfinancial literacyconsumer finance

Bottom-Up Journey Into Subsistence Marketplaces From Micro-Level Behavioral Foundations: New Directions for Public Policy and Marketing. Journal of Public Policy & Marketing (2023)

Madhu Viswanathan

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