“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 Madhu, Xiaolin Li, Om Narasimhan and George John “Is Cash King? A Field Experiment on Mental Accounting in a Salesforce” (Journal of Marketing Research, Volume 55(3))

• Varela Mauricio, Madhu Viswanathan, “Savings that Hurt: Production Rationalization and its Effect on Prices”  (Journal of Economics and Management Strategy)

• Viswanathan Madhu, Om Narasimhan and George John, “Economic Impact of Category Captaincy: An Examination of Assortments and Prices” (Marketing Science)

Submitted Papers

• Viswanathan Madhu, Prokriti Mukherji, Om Narasimhan and Rajesh Chandy, “The Big Picture: Exploring the Performance Impact of being at the Technological Frontier”, (Journal of Marketing Research, 2nd round)

• Shan Yu, Mrinal Ghosh and Madhu Viswanathan, “Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization” (Journal of Marketing Research,2nd round) 

• Viswanathan Madhu, Sunil Kishore, Raghu Rao and George John, "Do Activity-Based Incentive Plans Work? Evidence from a Large-Scale Field Experiment" (Journal of Marketing Research,2nd round)

• Gu Tianyu, Madhu Viswanathan and Yong Liu, "Understanding Review Differentiation: A Text-mining Approach on Yelp.com" (Submission to Information Systems Research)

Working Papers

• Viswanathan Madhu, Tony Cui, Mrinal Ghosh and George John, “Loss-Averse Reference Dependent Contract Choices: Evidence from Sales Force Compensation” 

• 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” 

• Viswanathan Madhu, Raghunath Rao, Zhen Tang, “Price Framing in Non-Profits: Disentangling the prestige and warm-glow effects in the consumption of college sports”