Madhubalan Viswanathan

Madhubalan Viswanathan publication distribution in Business and Management in 2026

The chart shows the distribution of publications by all Research.com ranked scientists in the field of Business and Management in 2026. The highlighted bar marks where Madhubalan Viswanathan sits on this spectrum.

Madhubalan Viswanathan D-index placement in Business and Management in 2026

The chart shows the D-index (discipline H-index) distribution of Business and Management scientists ranked by Research.com in 2026. The highlighted bar marks where Madhubalan Viswanathan sits on this spectrum.

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