Madhu Viswanathan, PhD

Madhu Viswanathan (B.Tech, Mechanical Engineering, IIT, Madras, 1985; Ph.D. (Marketing), University of Minnesota, 1990) Professor of Marketing, College of Business Administration at Loyola Marymount University in 2019 Professor Emeritus, Gies College of Business, University of Illinois, Urbana-Champaign.

His research programs are on measurement, and subsistence marketplaces, where he has authored several books including Measurement Error and Research Design (Sage, 2005), Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces (Springer, 2008), Subsistence Marketplaces (2013), and Bottom-Up Enterprise (2016).  He pioneered the area of subsistence marketplaces, a bottom-up approach to poverty and marketplaces (  He teaches courses on research methods, subsistence, and sustainability reaching thousands of students in-person and online.  He founded and directs the Marketplace Literacy Project (, pioneering marketplace literacy education that has reached more than 100,000 women across four continents.  He has received numerous awards and served on the Livelihoods Advisory Board of UNHCR.