Madhu Viswanathan

Madhu Viswanathan is the Diane and Steven N. Miller Professor in Business at the University of Illinois, Urbana-Champaign, where he has been on the faculty since 1990, shortly after completing a PhD in Marketing at the University of Minnesota.

Professor Viswanathan is particularly interest in two research areas: measurement and research methodology; and literacy, poverty, and subsistence marketplace behaviors. He directs the Subsistence Marketplaces Initiative at the College of Business at Illinois, and founded and directs the Marketplace Literacy Project, a non-profit organization that delivers marketplace literacy education to low-income consumers.