Madhubalan Viswanathan

Best Publications

• Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management

  Madhubalan Viswanathan;José Antonio Rosa;James Edwin Harris

  391
  Citations

• Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy

  Madhubalan Viswanathan;Srinivas Sridharan;Robin Ritchie;Srinivas Venugopal

  245
  Citations

• Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in India

  Madhubalan Viswanathan;Srinivas Sridharan

  243
  Citations

• Measuring speech quality for text-to-speech systems: development and assessment of a modified mean opinion score (MOS) scale

  Mahesh Viswanathan;Madhubalan Viswanathan

  218
  Citations

• Marketing in subsistence marketplaces: consumption and entrepreneurship in a South Indian context

  Srinivas Sridharan;Madhubalan Viswanathan

  202
  Citations

• Understanding How Product Attributes Influence Product Categorization: Development and Validation of Fuzzy Set-Based Measures of Gradedness in Product Categories

  Madhubalan Viswanathan;Terry L. Childers

  196
  Citations

• Subsistence entrepreneurship, value creation, and community exchange systems: A social capital explanation

  Madhubalan Viswanathan;Rajagopal Echambadi;Srinivas Venugopal;Srinivas Sridharan

  196
  Citations

• Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship beyond Literacy and Resource Barriers

  Madhubalan Viswanathan;José Antonio Rosa

  193
  Citations

• Ingraining Product-Relevant Social Good into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation

  Madhubalan Viswanathan;Anju Seth;Roland Gau;Avinish Chaturvedi

  175
  Citations

• Designing marketplace literacy education in resource-constrained contexts: Implications for public policy and marketing

  Madhubalan Viswanathan;Srinivas Sridharan;Roland Gau;Robin Ritchie

  166
  Citations

• Maximum versus Meaningful Discrimination in Scale Response: Implications for Validity of Measurement of Consumer Perceptions about Products

  Madhubalan Viswanathan;Seymour Sudman;Michael D Johnson

  131
  Citations

• Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India

  Madhubalan Viswanathan

  124
  Citations

• The measurement of intergenerational communication and influence on consumption: Development, validation, and cross-cultural comparison of the IGEN scale

  Madhubalan Viswanathan;Terry L. Childers;Elizabeth S. Moore

  121
  Citations

• Understanding and Facilitating the Usage of Nutritional Labels by Low-Literate Consumers:

  Madhubalan Viswanathan;Manoj Hastak;Roland Gau

  115
  Citations

• The Role of Summary Information in Facilitating Consumers' Comprehension of Nutrition Information

  Madhubalan Viswanathan;Manoj Hastak

  99
  Citations

• Consumption Constraints and Entrepreneurial Intentions in Subsistence Marketplaces

  Srinivas Venugopal;Madhubalan Viswanathan;Kiju Jung

  98
  Citations

• From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective on the Role of Business in Poverty Alleviation

  Madhubalan Viswanathan;Srinivas Sridharan

  97
  Citations

• Understanding and Enabling Marketplace Literacy in Subsistence Contexts: The Development of a Consumer and Entrepreneurial Literacy Educational Program in South India.

  Madhubalan Viswanathan;S. Gajendiran;R. Venkatesan

  95
  Citations

• Transformative Subsistence Entrepreneurship: A Study in India

  Srinivas Sridharan;Elliot Maltz;Madhubalan Viswanathan;Samir Gupta

  90
  Citations

• Processing of Numerical and Verbal Product Information

  Madhubalan Viswanathan;Terry L. Childers

  79
  Citations