Madhubalan Viswanathan

Professor Madhubalan Viswanathan is a distinguished Research Professor in Business Administration at the University of Illinois Urbana-Champaign, known for his significant achievements in the fields of sustainability, subsistence, and marketing. With a prolific academic career, he has contributed to the scholarly community through 113 academic publications, reflecting his deep commitment to advancing knowledge in these areas. His research primarily delves into subsistence marketplaces, exploring the intricate dynamics of sustainability and marketing within these contexts. Professor Viswanathan's work has not only enriched academic discourse but also provided practical insights into the challenges and opportunities present in subsistence economies. His dedication to this field has earned him several prestigious accolades, including the Bharat Gaurav Award and the Thomas C. Kinnear/Journal of Public Policy and Marketing Award, recognizing his impactful contributions to both academia and society. In addition to his role at the College of Business, Professor Viswanathan extends his expertise as a Research Professor at the Russian, East European, and Eurasian Center. This position allows him to broaden the scope of his research, engaging with diverse cultural and economic contexts to further enrich his scholarship. His interdisciplinary approach and commitment to understanding complex global issues make him a valuable asset to the academic community and beyond. Through his work, Professor Viswanathan continues to inspire students, colleagues, and practitioners alike, fostering a deeper understanding of the interplay between business practices and societal needs. His contributions have not only advanced theoretical frameworks but have also influenced practical applications, making a tangible impact on communities worldwide.