Madhu Viswanathan

Diane and Steven N. Miller Professor in Business


<p><span>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.&nbsp; He earned a B. Tech in Mechanical Engineering (Indian Institute of Technology, Madras, India, 1985), and a PhD in Marketing (University of Minnesota, 1990).&nbsp; His research programs are in two areas; measurement and research methodology, and literacy, poverty, and subsistence marketplace behaviors.&nbsp; He has authored books in both areas: <i>Measurement Error and Research Design</i> (Sage, 2005), and <i>Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces</i> (Springer, 2008, in alliance with UNESCO).&nbsp; He directs the <a href="" title="Link:">Subsistence Marketplaces Initiative</a></span>&nbsp;<span>and has created unique synergies between research, teaching, and social initiatives.&nbsp; </span><span>He teaches courses on research methods and on subsistence and sustainability.&nbsp; </span><span>He founded and directs the <i><a href="">Marketplace Literacy Project</a></i></span><span>, a non-profit organization, pioneering the design and delivery of marketplace literacy education to low-income consumers and subsistence marketplaces.&nbsp; He has received research, teaching, curriculum development, social entrepreneurship, </span>humanitarian, <span>leadership, public engagement, international achievement, and career achievement awards and his course on subsistence marketplaces was ranked one of the top entrepreneurship courses by Inc. magazine.</span></p>


Subsistence Marketplaces

Sustainable Business Enterprises

Sustainable Innovation for Subsistence Marketplaces

Subsistence Marketplaces