Madhubalan Viswanathan
Madhubalan Viswanathan
Verified email at illinois.edu - Homepage
TitleCited byYear
Measurement error and research design
M Viswanathan
Sage, 2005
3252005
Measurement Error and Research Design
M Viswanathan
3252005
Decision making and coping of functionally illiterate consumers and some implications for marketing management
M Viswanathan, JA Rosa, JE Harris
Journal of Marketing 69 (1), 15-31, 2005
2832005
Exchanges in marketing systems: the case of subsistence consumer–merchants in Chennai, India
M Viswanathan, JA Rosa, JA Ruth
Journal of marketing 74 (3), 1-17, 2010
2412010
Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in I ndia
M Viswanathan, S Sridharan
Journal of Product Innovation Management 29 (1), 52-69, 2012
1642012
Understanding how product attributes influence product categorization: development and validation of fuzzy set-based measures of gradedness in product categories
M Viswanathan, TL Childers
Journal of Marketing Research 36 (1), 75-94, 1999
1621999
Marketing in subsistence marketplaces: consumption and entrepreneurship in a South Indian context
S Sridharan, M Viswanathan
Journal of Consumer Marketing 25 (7), 455-462, 2008
1582008
Product and market development for subsistence marketplaces: Consumption and entrepreneurship beyond literacy and resource barriers
M Viswanathan, JA Rosa
Product and market development for subsistence marketplaces, 1-17, 2007
144*2007
Measuring speech quality for text-to-speech systems: development and assessment of a modified mean opinion score (MOS) scale
M Viswanathan, M Viswanathan
Computer Speech & Language 19 (1), 55-83, 2005
1382005
Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy
M Viswanathan, S Sridharan, R Ritchie, S Venugopal, K Jung
Journal of Public Policy & Marketing 31 (2), 159-177, 2012
1352012
Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy
M Viswanathan, S Sridharan, R Ritchie, S Venugopal, K Jung
Journal of Public Policy & Marketing 31 (2), 159-177, 2012
1352012
Product and market development for subsistence marketplaces: Consumption and entrepreneurship beyond literacy and resource barriers
M Viswanathan, JA Rosa
Product and market development for subsistence marketplaces, 1-17, 2007
1222007
Product and market development for subsistence marketplaces: Consumption and entrepreneurship beyond literacy and resource barriers
M Viswanathan, JA Rosa
Product and market development for subsistence marketplaces, 1-17, 2007
1222007
Ingraining product-relevant social good into business processes in subsistence marketplaces: The sustainable market orientation
M Viswanathan, A Seth, R Gau, A Chaturvedi
Journal of Macromarketing 29 (4), 406-425, 2009
1212009
Designing marketplace literacy education in resource-constrained contexts: Implications for public policy and marketing
M Viswanathan, S Sridharan, R Gau, R Ritchie
Journal of Public Policy & Marketing 28 (1), 85-94, 2009
1022009
Understanding product and market interactions in subsistence marketplaces: A study in South India
M Viswanathan
Product and market development for subsistence marketplaces, 21-57, 2007
992007
Maximum versus meaningful discrimination in scale response:: Implications for validity of measurement of consumer perceptions about products
M Viswanathan, S Sudman, M Johnson
Journal of Business Research 57 (2), 108-124, 2004
992004
The measurement of intergenerational communication and influence on consumption: Development, validation, and cross-cultural comparison of the IGEN scale
M Viswanathan, TL Childers, ES Moore
Journal of the Academy of Marketing Science 28 (3), 406-424, 2000
972000
Subsistence entrepreneurship, value creation, and community exchange systems: A social capital explanation
M Viswanathan, R Echambadi, S Venugopal, S Sridharan
Journal of Macromarketing 34 (2), 213-226, 2014
882014
Understanding and facilitating the usage of nutritional labels by low-literate consumers
M Viswanathan, M Hastak, R Gau
Journal of Public Policy & Marketing 28 (2), 135-145, 2009
862009
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