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“It is a mistake to think you can solve any major problems just with potatoes.”

- Douglas Adams, Hitchhikers Guide to the Galaxy -

Accepted Publications

  • Viswanathan, M., Prokriti Mukherji, Om Narasimhan, Rajesh Chandy (2021) The Performance Impact Of Core Component Outsourcing: Insights From The LCD TV Industry. Journal of Marketing Research, 58(4):801-826

  • Rao. R, Madhu Viswanathan, George John, Sunil Kishore (2021) Do Activity-Based Incentive Plans Work? Evidence from a Large-Scale Field Experiment. Journal of Marketing Research, 58(4):686-704.

  • Viswanathan, M., Om Narasimhan, George John (2021). Economic Impact of Category Captaincy: An Examination of Assortments and Prices. Marketing Science, 40(2), 193-394.

  • Varela, Mauricio, Madhu Viswanathan. (2019). Savings that Hurt: Production Rationalization and its Effect on Prices. Journal of Economics & Management Strategy, 29(1), 147-172.

  • Viswanathan, M., Xiaolin Li, Om Narasimhan, George John (2018). “Is Cash King? A Field Experiment on Mental Accounting in a Salesforce. Journal of Marketing Research, 55((3)).

Submitted Papers
Working Papers
  • Gu Tianyu, Madhu Viswanathan and Yong Liu, "Understanding Review Differentiation: A Text-mining Approach on" (Preparing for Resubmission)

  • Shan Yu, Madhu Viswanathan and Mrinal Ghosh, “Outsourcing, productivity and service quality: The impact of outsourcing of clinical services in the In-Vitro Fertilization market” 

  • Danny Martinez, Madhu Viswanathan, Mrinal Ghosh, “Impact of Vertical Structure and Product Differentiation on Price Pass-through: An Analysis of the Retail Beer Market”

  • Varela, Mauricio, Madhu Viswanathan, “Carbon Taxes and the U.S. Airline Industry,”

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