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VITA

NAME Madhubalan Viswanathan TITLE Diane and Steven N. Miller Professor in Business Department of Business Administration (Marketing) Professor, Coordinated Sciences Laboratory, College of Engineering Professor, Institute for Genomic Biology Faculty Affiliate, Women and Gender in Global Perspectives University of Illinois, Champaign, IL DATE JOINED 8/21/90 FACULTY HOME ADDRESS 3513 Cypress Creek Drive Champaign, IL 61822 OFFICE ADDRESS Department of Business Administration & PHONE University of Illinois 183, Commerce West Building 1206 South Sixth Street Champaign, IL 61820 Tel.: (217) 333-4550 Fax: (217) 244-7969 e-mail: mviswana@ uiuc.edu BIRTH DATE October 31, 1962 EDUCATION Doctor of Philosophy University of Minnesota, Minneapolis, 1990 Major Field: Business Administration (Marketing) Minor Field: Psychology Bachelor of Technology Major Field: Mechanical Engineering Indian Institute of Technology, Madras, India, 1985 POSITIONS AT COLLEGES & UNIVERSITIES Diane and Steven N. Miller Professor in Business - 2012-. Faculty Affiliate, Women and Gender in Global Perspective, 2011-. Miller Faculty Fellow - Academy for Entrepreneurial Leadership, Urbana-Champaign, 2010-. Professor - Department of Business Administration (Marketing), University of Illinois, Urbana- Champaign, 2009-.

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Associate Professor - Department of Business Administration (Marketing), University of Illinois, Urbana-Champaign, 1998-2009. Assistant Professor - Department of Business Administration (Marketing), University of Illinois, Urbana-Champaign, 1990-98. Research Assistant/Teaching Assistant/Fellow - Department of Marketing, Carlson School of Management, University of Minnesota, 1985-90. MEMBERSHIP IN ACADEMIC ORGANIZATIONS Academy of Management American Marketing Association Association for Consumer Research Society for Consumer Psychology POSITIONS IN ACADEMIC ORGANIZATIONS Associate Editor, Journal of Public Policy and Marketing, June, 2009- Member, Program Planning Committee, Marketing and Public Policy Conference, 2009. Member, Association for Consumer Research Advisory Committee on Transformative Consumer

Research, 2007-. Member, International Advisory Committee, International Conference on Innovation and New Product

Development, Chennai, India, 2006. Member, Conference Committee, Association for Consumer Research, 2008, 2004. Secretary-Treasurer, Society for Consumer Psychology, 2001-2002. Membership Chair, Society for Consumer Psychology, 1999-2000. Chair, Consumer Behavior Special Interest Group, American Marketing Association, 1996-2000. Member, Society for Consumer Psychology Conference Committee, 1997-99. ACADEMIC HONORS Sheth Distinguished Faculty Award for International Achievement, University of Illinois, Urbana- Champaign, 2012. Best Professor in Entrepreneurial Leadership, World Education Congress, Mumbai, 2012. Page Prize for Sustainability in Business Curricula, Honorable Mention, University of South Carolina 2011. Campus Award for Excellence in Graduate and Professional Teaching, University of Illinois, Urbana- Champaign, 2012. Richard Pollay Prize for Intellectual Excellence in the Study of Marketing in the Public Interest, Sauder School of Business, University of British Columbia, 2012. Inc. Magazine Best Entrepreneurship Courses (Sustainable Product and Market Development for Subsistence Marketplaces), 2011. Best Paper Runner-Up, MSI/Paul Root Award, Journal of Marketing, 2010. Best Paper Runner-Up, Harold H. Maynard Award, Journal of Marketing, 2010. Best Paper Winner, Thomas C. Kinnear/Journal of Public Policy and Marketing Award, 2007- 2009. Miller Faculty Fellow, Academy for Entrepreneurial Leadership, College of Business, 2010-. Alumni Award for Excellence in Graduate Teaching, College of Business, Chicago, 2010. Bharat Gaurav (India Pride) Award, India International Friendship Society, Delhi, India, 2010. International Humanitarian Award, Champaign-Urbana, 2008.

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Social Entrepreneurship Award, Innovation Celebration, University of Illinois and Champaign County Economic Development, 2008. Nominee, MBA Teacher of the Year, 2009. Nominee, Editorship of the Journal of Public Policy and Marketing, 2008. Nominee, Aspen Institute Faculty Pioneer Award, 2008, 2010. Nominee, Ashoka Faculty Pioneers Award in Social Entrepreneurship Education, 2007. Finalist for Best Paper Award and Article in Best Paper Proceedings, Academy of Management Conference, 2007, Philadelphia. Faculty Fellow, Academy for Entrepreneurial Leadership, University of Illinois, 2006. Nominee, President of the Society for Consumer Psychology, 2004. Discussant, “The Scholarship of Richard Bagozzi,” Selected by Converse Award Winner

Professor Richard Bagozzi, Converse Symposium, University of Illinois, Monticello, May 2004.

Excellent Instructor, Incomplete List of Excellent Instructors, University of Illinois, Numerous semesters. Best Paper Award, American Marketing Association Winter Educators’ Conference, La Jolla, California, 1995. Dissertation Fellow, Carlson School of Management, University of Minnesota, 1989-90. Fellow, American Marketing Association Doctoral Consortium, Harvard University, August,

1989. Fellow, Carlson School of Management, University of Minnesota, 1985-86. EDITORIAL SERVICE Editor Special Issue/Section of Journal of Macromarketing on Subsistence Marketplaces, Forthcoming. Special Issue/Section of Journal of Marketing Management on Subsistence Marketplaces, Forthcoming. Special Issue of Journal of Business Research on Subsistence Marketplaces, Forthcoming. Special Issue of Journal of Business Research on Subsistence Marketplaces, 2010. Associate Editor Journal of Public Policy and Marketing, 2009-, 40 papers. Editorial Review Board Journal of Consumer Psychology, 1999-. Journal of Consumer Research, 2002-2005. Journal of Macromarketing, 2007- Psychology and Marketing, 1999-2009. TPM - Testing, Psychometrics, Methodology in Applied Psychology, 2007-. Journal Referee1 Consumption, Markets, and Culture, 2006, 2 papers/videos.

Economic Systems, 2007, 1 paper. International Journal of Research in Marketing, 2009, 2008, 1999, 1998, 1997, 1996, 7 papers.

1 Number of papers reviewed is approximate due to difficulty keeping a continuous tabulation over a long period of

time.

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Journal of the Academy of Marketing Science, 2009, 2008, 2000, 1999, 7 papers. Journal of Business Research, 2006, 2002, 3 papers. Journal of Consumer Affairs, 2011, 1 paper.

Journal of Consumer Psychology, 2011, 2010, 2009, 2008, 2006, 2005, 2004, 2003, 2002, 2001, 1999, 1998, 1997, 1996, 1993, 31 papers. Journal of Consumer Research, 2012, 2011, 2007, 2006, 2005, 2004, 2003, 2002, 1993, 16 papers. Journal of Macromarketing, 2011, 2008, 2007, 4 papers. Journal of Management Studies, 2010, 1 paper. Journal of Marketing, 2011, 2009, 2 papers and 1 book. Journal of Marketing Research, 1998, 2 papers.

Journal of Public Policy and Marketing, 2011, 2010, 2008, 1999, 12 papers. Journal of Retailing, 2008, 2006, 2003, 2001, 5 papers.

Psychological Reports, 2005, 2003, 2000, 1998, 5 papers. Psychology and Marketing, 2009, 2008, 2007, 2006, 2005, 2004, 2003, 2002, 2001, 2000, 1999,

1996, 1995, 34 papers. Sloan Management Review, 2008, 1 paper.

TPM - Testing, Psychometrics, Methodology in Applied Psychology, 2012, 2007. Conference Referee

Academy of Marketing Science Conference, 2006, 1998, 1996, 4 papers. American Marketing Association Summer Educators’ Conference, 2008, 2002, 2001, 1994, 6

papers. American Marketing Association Winter Educators’ Conference, 2009, 2007, 2005, 2004,

2002, 2001, 2000, 1999, 1996, 19 papers. Annual Conference of the Association for Consumer Research, 2008, 2007, 2006, 2005, 2004,

2003, 2002, 2001, 2000, 1995, 1994, 1993, 51 special session proposals or papers. Asia Pacific Conference of the Association for Consumer Research, 2008, 2000, 5 papers. European Conference of the Association for Consumer Research, 2007, 3 papers. La Londe Conference on Communications and Consumer Behavior, 2007, 2005, 3 papers.

Public Policy and Marketing Conference, 2009, 2007, 2000, 5 papers/sessions. Society for Consumer Psychology Winter Conference, 2008, 2006, 2005, 2004, 2003, 2002,

2001, 17 papers/special session proposals. Dissertation Competition Referee

Marketing Science Institute Alden G. Clayton Doctoral Dissertation Proposal Competition, 2010, 2007, 2 papers.

Society for Consumer Psychology Dissertation Competition, 2006, 2004, 2003, 2002, 2001, 1999, 10 papers.

OTHER REVIEW SERVICES Reviewer, Book Proposal, Routledge, 2011. Reader for Bailey Scholarship, University YMCA, 2010. Reviewer, Book Proposal, Taylor and Francis Publishers, 2010. Reviewer for Book Chapter, Handbook of Transformative Research, 2009. Book Review – Africa Rising by Vijay Mahajan, Journal of Marketing, 2009. Reviewer for Research Proposal, Hong Kong Polytechnic University, Hong Kong, 2009.

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Reviewer, Transformative Consumer Research Grant, 2010, 2008. Reviewer, Ohio Agricultural Research and Development Center's SEEDS: Research

Enhancement Competitive Grants Program, 2006. Reviewer, Springer Publications, 2006. Judge, LEAD Case Competition, University of Illinois, 2006. Referee, Campus Research Board, University of Illinois, 2010, 2006, 2005, 2004, 2003, 2002, 1993. Reviewer, McGraw Hill Publications, 2005. Reviewer, Routledge Publications, 2005. Judge, CIBER Case Competition, University of Illinois, 2006, 2005. Judge, Ford Case Competition, Industrial Distribution Management Program,

University of Illinois, 2004. Referee, University Grants Committee & Research Grants Council, Hong Kong, 2004. Reviewer, Sage Publications, 2004. Judge, Caterpillar Case Competition, Industrial Distribution Management Program,

University of Illinois, 2003. Referee, KPMG and UIUC Business Measurement Research Program, University of Illinois,

2003. Judge, Kimberly Clark Case Competition, Industrial Distribution Management Program,

University of Illinois, 2002. Judge, EXPLOR Award for Excellence in Internet-Based Marketing Research, 2001. RESEARCH GRANTS ADM Institute, University of Illinois, 2011-12. Environmental Change Institute Grant, University of Illinois, 2010-11. Community Informatics Institute Grant, University of Illinois, 2010-11. Office for Public Engagement Grant, University of Illinois, 2009-10; 2011-12. Academy for Entrepreneurial Leadership Grant, 2010, 2009, 2008. Social Science and Humanities Research Council Grant, Canada, 2007-09. National Collegiate Inventors and Innovators Alliance Grants, 2012-14, 2008, 2006. Association for Consumer Research Grant for Transformative Consumer Research, 2006-07. CIBER Research Grant, College of Business, University of Illinois, 2009; 2006; 2005; 2004; 2003; 2002; 2001-02. Campus Research Board Grant, University of Illinois, 2006-07, 2002-03, 2001-02, 1995, 1991. National Science Foundation Grant 2002-05. Research Policy Committee Stipend, College of Commerce and Business Administration,

University of Illinois, Summer 2004, 2003, 2002, 1993. Investors in Business Education Summer Research Grant, University of Illinois, 1995.

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PUBLICATIONS Books Viswanathan, Madhubalan, S. Gajendiran, and R. Venkatesan (2008), Enabling Consumer and

Entrepreneurial Literacy in Subsistence Marketplaces, Dordrecht: Springer.

Viswanathan, Madhubalan (2005), Measurement Error and Research Design, Sage

Publications.

Books (Edited) Tucker, Eric, Geoffrey Walford, and Madhubalan Viswanathan (2010), The Sage Handbook of Measurement, Sage Publications. Rosa, Jose, and Madhubalan Viswanathan (2007), Product and Market Development for

Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Advances in International Management Series, Joseph Cheng and Michael Hitt, Series Editors, Elsevier, Oxford, UK.

Krishnan, Ram, and Madhubalan Viswanathan (2001), Editors, “E-merging Theories in

Marketing: Learning from the Past – Looking to the Future,” Proceedings of the American Marketing Association Winter Marketing Educators’ Conference, Scottsdale, Arizona.

Viswanathan, Madhubalan, Larry Compeau, and Manoj Hastak (1999), Editors, Proceedings

of the Society for Consumer Psychology Winter Conference, St. Petersburg, Florida.

Book Chapters

Viswanathan, Madhu (2011), “Consumer Behavior Across Literacy and Resource Barriers,” in Wiley International Encyclopedia of Marketing, Volume 3 – Consumer Behavior, Richard Bagozzi and Ayalla A. Ruvio, Volume Editors, Jagdish N. Sheth and Naresh K. Malhotra, Editors in Chief, 44-54. Viswanathan, Madhu (2011), “Conducting Transformative Consumer Research Lessons Learned in Moving From Basic Research to Transformative Impact in Subsistence Marketplaces,” Transformative Consumer Research for Personal and Collective Well-Being,

Editors, David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie Ozanne, Routledge/Taylor & Francis, . Viswanathan, Madhubalan (2010), “A Micro-Level Approach to Understanding BoP Markets,” Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value, Editors, Ted London and Stuart Hart, FT Press.

Tucker, Eric, Madhubalan Viswanathan, and Geoffrey Walford (2010), Introduction: How Social Scientists Generate, Modify, and Validate Indicators and Scales, The Sage

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Handbook of Measurement, Editors, Eric Tucker, Madhubalan Viswanathan, and Geoffrey Walford, 1-5, Sage. Viswanathan, Madhubalan (2010), “Understanding the Intangibles of Measurement in the Social Sciences,” Sage Handbook of Measurement, Editors, Eric Tucker, Madhubalan Viswanathan, and Geoffrey Walford, 285-311, Sage. Viswanathan, Madhubalan, Roland Gau, and Avinish Chaturvedi (2008), “Research Methods

for Subsistence Marketplaces,” in Sustainability Challenges and Solutions at the Base-of-the-Pyramid: Business, Technology and the Poor, Editors Prabhu Khandachar and Minna Halme, Greenleaf Publishing, Sheffield, UK, 242-260.

Viswanathan, Madhubalan, Srinivas Sridharan, and Robin Ritchie (2008), “Marketing in Subsistence Marketplaces,” in Alleviating Poverty Through Business Strategy, Editor, Charles Wankel, Palgrave Macmillan, 209-231. Viswanathan, Madhubalan (2008), “Measurement Error in Experimental Designs in Consumer

Psychology, “Handbook of Consumer Psychology, Editors, Haugtvedt, Herr, and Kardes, Erlbaum, 1133-1159.

Viswanathan, Madhubalan (2007), “Understanding Product and Market Interactions in

Subsistence Marketplaces: A Study in South India,” in Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Editors, Jose Rosa and Madhu Viswanathan, Advances in International Management Series, Joseph Cheng and Michael Hitt, Series Editors, 21-57, Elsevier.

Viswanathan, Madhubalan, and Jose Rosa (2007), “Product and Market Development

for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers,” in Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Editors, Jose Rosa and Madhu Viswanathan, Advances in International Management Series, Joseph Cheng and Michael Hitt, Series Editors, 1-17, Elsevier.

Viswanathan, Madhubalan, and Jose Antonio Rosa (2005), “The Scholarship of Richard

Bagozzi,” 16th Paul D. Converse Symposium, Abbie Griffin and Cele Otnes (eds.), 29-44, American Marketing Association.

Articles in Refereed Journals

Viswanathan, Madhubalan, and Ujwal Kayande, "Common Method Bias, Types of Measurement Error, and Nature of Measures," Journal of Retailing, Forthcoming. Riemer, Hila, and Madhubalan Viswanathan, "Higher Motivation - Greater Control? The Effect of Arousal on Judgement," Cognition and Emotion, Forthcoming. Viswanathan, Madhubalan, Srinivas Sridharan, Robin Ritchie, Srinivas Venugopal, and Kiju Jung (2012), “Marketing Interactions in Subsistence Marketplaces: A Bottom-Up

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Approach to Designing Public Policy,” Journal of Public Policy and Marketing, 31 (2), 159- 177 (Lead Article). Gau, Roland, Haeran Jae, and Madhubalan Viswanathan, “Studying Low-Literate Consumers Through Experimental Methods: Implications for Subsistence Marketplaces,” Journal of Business Research, Forthcoming. Jae, Haeran, and Madhubalan Viswanathan, “Effects of Pictorial Product-Warnings on Low- Literate Consumers,” Journal of Business Research, Forthcoming. Nakata, Cheryl, and Madhubalan Viswanathan, “From Impactful Research to Sustainable Innovations for Subsistence Marketplaces,” Journal of Business Research, Forthcoming.

Viswanathan, Madhubalan, “Curricular Innovations on Sustainability and Subsistence Marketplaces: Philosophical, Substantive and Methodological Orientations,” Journal of Management Education, 36, 389-427. Viswanathan, Madhubalan, and Srinivas Sridharan (2012), “Product Development for the BoP: Insights on Concept and Prototype Development from University-Based Student Projects in India,” Journal of Product Innovation Management, 29 (1), 52-69. Au, Evelyn W. M., Chi-yue Chiu, Avinish Chaturvedi, LeeAnn Mallorie, Madhu Viswanathan, Zhi-Xue Zhang and Krishna Savani (2011), “Maintaining Faith in Agency Under

Immutable Constraints: Cognitive Consequences of Believing in Negotiable Fate,” International Journal of Psychology, 1-12.

Viswanathan, Madhubalan, Ali Yassine, and John Clarke (2011), “Sustainable Product and Market Development for Subsistence Marketplaces: Creating Educational Initiatives in Radically Challenging Contexts,” Journal of Product Innovation Management, 28, 558–569. Bello-Bravo, Julia, Diaz, Ricardo, Venugopal, Srinivas, Viswanathan, Madhubalan, and Barry Pittendrigh (2010), “Expanding the Impact of Practical Scientific Concepts for Low- Literate Learners through an Inclusive and Participatory Virtual Knowledge Ecosystem,” Journal of the World Universities Forum, 3(4), 147-164.

Viswanathan, Madhubalan, Carlos Torelli, Sukki Yoon, and Hila Riemer (2010), “An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers,” Journal of Consumer Marketing, 27 (6), 524 - 533. Viswanathan, Madhubalan, Jose Antonio Rosa, and Julie Ruth, “Exchanges in Marketing Systems: The Case of Subsistence Consumer Merchants in Chennai, India,”Journal of Marketing, 74 (May), 1-18 (Lead article; Best Paper Runner-Up, MSI/Paul Root Award, Journal of Marketing, 2010, Best Paper Runner-Up, Harold H. Maynard Award, Journal of Marketing, 2010).

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Weidner, Kelly, Jose Antonio Rosa, and Madhubalan Viswanathan (2010). "Marketing to Subsistence Consumers: Lessons From Practice,” Journal of Business Research, 63(6), 559-569.

Viswanathan, Madhubalan and Jose Antonio Rosa (2010). "Understanding Subsistence Marketplaces: Toward Sustainable Consumption and Commerce for a Better World," Journal of Business Research, 63(6), 535-537.

Viswanathan, Madhubalan, Srinivas Sridharan, and Robin Ritchie (2010). "Understanding Consumption and Entrepreneurship in Subsistence Marketplaces," Journal of Business Research, 63(6), 570-581. Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi (2009), “Internalizing Social Good Into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation” Journal of Macromarketing, 29, 406 - 425. Chaturvedi, Avinish, C. Y. Chiu, and Madhubalan Viswanathan (2009), “Bounded Agency and Analytical Thinking among Low Literate Indian Women, ” Journal of Cross-Cultural Psychology, 40 (5), 880–93. Viswanathan, Madhubalan, Srinivas Sridharan, Roland Gau, and Robin Ritchie (2009) “Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing,” Journal of Public Policy and Marketing, 28 (1), 85–94. Viswanathan, Madhubalan, Lan Xia, Carlos Torelli, and Roland Gau (2009), “Literacy and Consumer Memory,” Journal of Consumer Psychology, 19, 389–402.

Viswanathan, Madhubalan, Manoj Hastak, and Roland Gau (2009), “Enabling Processing of Nutritional Labels Among Low-Literate Consumers,” Journal of Public Policy and Marketing, 28 (2) Fall 2009, 135–145 (Best Paper Winner, Thomas C. Kinnear/Journal of Public Policy and Marketing Award, 2007-2009).

Viswanathan, Madhubalan, and Srinivas Sridharan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective of the Role of Business in Poverty Alleviation,” Ivey Business Journal, March/April. Gau, Roland, and Madhubalan Viswanathan (2008), “The Retail Shopping Experience for Low- Literate Consumers,” Journal of Research for Consumers, Issue 15, Consumer Empowerment Special Issue. Sridharan, Srinivas, and Madhubalan Viswanathan (2008), “Marketing in Subsistence

Marketplaces: Consumption and Entrepreneurship in a South Indian Context,” Journal of Consumer Marketing, Special Issue on Base of the Pyramid Research, 25 (7), 455-62.

Viswanathan, Madhubalan, S. Gajendiran, and R. Venkatesan (2008), “Understanding and Enabling Marketplace Literacy in Subsistence Contexts: The Development of a

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Consumer and Entrepreneurial Literacy Educational Program in South India,” International Journal of Educational Development, 28 (3), 300-19.

Viswanathan, Madhubalan, and Roland Gau (2005), “Functional Illiteracy and Nutritional

Education in the United States: A Research-Based Approach to the Development of Nutritional Education Materials for Functionally Illiterate Consumers,” Journal of Macromarketing, 25, 187-201.

Viswanathan, Madhubalan, Jose Antonio Rosa, and James Harris (2005), “Decision-Making

and Coping by Functionally Illiterate Consumers and Some Implications for Marketing Management,” Journal of Marketing, 69(1), 15-31.

Viswanathan, Mahesh, and Madhubalan Viswanathan (2005), “Measuring Speech Quality

for Text-To-Speech Systems: Development and Assessment of a Modified Mean Opinion Score (MOS) Scale,” Computer, Speech, and Language, 55-83.

Viswanathan, Madhubalan, Seymour Sudman, and Michael Johnson (2004) , “Maximum

Versus Meaningful Discrimination in Scale Response: Implications for Validity of Measurement of Consumer Perceptions about Products,” Journal of Business Research,

57 (2), 108-124.

Viswanathan, Madhubalan, and Terry Childers (2003), “An Enquiry into the Process of Categorization of Pictures and Words,” Perceptual and Motor Skills, 96, 267-87.

Viswanathan, Madhubalan, and Manoj Hastak (2002), “The Role of Summary Information in Facilitating Consumers’ Comprehension of Nutrition Information ,” Journal of Public Policy and Marketing, 21 (2), 305-18.

Viswanathan, Madhubalan, Terry Childers, and Elizabeth Moore-Shay (2000), “The

Measurement of Intergenerational Communications and Influence on Consumption: Measure Development, Validation, and Cross-Cultural Comparison,” 28 (3), 406-24, Journal of the Academy of Marketing Science.

Childers, Terry, and Madhubalan Viswanathan (2000), “Representation of Numerical and Verbal Product Information in Consumer Memory,” Journal of Business Research,

47, 109-20. Viswanathan, Madhubalan, Michael Johnson, and Seymour Sudman (1999), “Understanding

Consumer Usage of Product Magnitudes Through Sorting Tasks,” Psychology and Marketing, 16 (8), 643-57.

Viswanathan, Madhubalan, and Terry Childers (1999), “Understanding How Product

Attributes Influence Product Categorization: Development and Validation of Fuzzy Set Based Measures of Gradedness in Product Categories,” Journal of Marketing Research, 36 (1), 75-94.

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Viswanathan, Madhubalan (1997), “Individual Differences in Need for Precision,” Personality and Social Psychology Bulletin, 23 (7), 717-735. Viswanathan, Madhubalan, and Terry Childers (1996), “Processing of Numerical and Verbal Product Information,” Journal of Consumer Psychology, 5 (4), 359-385. Viswanathan, Madhubalan, Mark Bergen, Shantanu Dutta, and Terry Childers (1996), “Does

a Single Response Category in a Scale Completely Capture a Response ?” Psychology and Marketing, 13 (5), 457-479.

Viswanathan, Madhubalan, and Sunder Narayanan (1994), “Comparative Judgments of Numerical and Verbal Attribute Labels,” Journal of Consumer Psychology, 3 (1), 79-101. Viswanathan, Madhubalan (1994), “The Influence of Summary Information on the Usage of Nutrition Information,” Journal of Public Policy and Marketing, 13 (1), 48-60. Viswanathan, Madhubalan (1993), “Measurement of Individual Differences in Preference for Numerical Information,” Journal of Applied Psychology, 78 (5), 741-752. Viswanathan, Madhubalan, and Sunder Narayanan (1992), “Processing Numerical Versus Verbal Attribute Information: A Study Using Information Acquisition Patterns,” Marketing Letters, 3 (2), 201-208. Viswanathan, Madhubalan, and Eric Olson (1992), “The Implementation of Business Strategies: Implications for the Sales Function,” Journal of Personal Selling and Sales Management, 12 (1), 45-57. Cardozo, Richard, David Smith, and Madhubalan Viswanathan (1988), “Identifying Key Customers for Novel Industrial Products,” Journal of Product Innovation Management, 5 (2), 102-113. Research Note in Refereed Journal Viswanathan, Madhubalan (1994), “On the Test-Retest Reliability of the Preference for Numerical Information Scale,” Psychological Reports, 75, 285-286. Articles in Non-Refereed Journals Viswanathan, Madhubalan, and Srinivas Sridharan (2009), "Marketplace Literacy: A Key to Unleashing Rural Consumption and Entrepreneurship,” Wall Street Journal Online, September.

Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable

Marketplaces? Opportunities and Challenges for Businesses in the 21st Century,” PKU Business Review (Chinese Language), 108-111, May.

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Viswanathan, Madhubalan, Jose Rosa, and Julie Ruth (2008), “Emerging Lessons - For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible,” Wall Street Journal/MIT Sloan Online, October. Chhajed, Dilip, and Madhubalan Viswanathan (1997), “The Importance of Leadtime: A

Study of Steel Products,” Purchasing Magazine, August. Refereed Proceedings Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi (2007), “Doing

Well by Doing Good: Commercial Success Through Social Good in Subsistence Markets", Best Paper Proceedings, Academy of Management Meeting, Philadelphia, August.

Viswanathan, Mahesh, and Madhu Viswanathan (2002), “Comparison of Measures of

Speech Quality for Listening Tests of Text-to-Speech Systems” IEEE Synthesis Workshop, Santa Monica, September.

Ritson, Mark, and Madhubalan Viswanathan (1999), “Special Session Summary: Literacy

and Consumption,” Advances in Consumer Research, Vol. 26, Eric Arnould and Linda Scott eds., Provo, UT: Association for Consumer Research, 25.

Viswanathan, Madhubalan (1998), Special Session Summary: “‘Do You Remember How

Much It Costs ?’ Perspectives on Encoding and Memory for Price Information,” Asia Pacific Advances in Consumer Research, Vol. 3, Kineta Hung and Kent Monroe eds., Provo, UT: Association for Consumer Research, 30-31.

Viswanathan, Madhubalan, and Terry L. Childers (1997), “‘5’ Calories or ‘Low’ Calories? What Do We Know About Using Numbers or Words to Describe Products and Where Do We Go From Here ?” Advances in Consumer Research, Vol. 24, Merrie Brucks and Deborah J. MacInnis eds., Provo, UT: Association for Consumer Research, 412-418. Viswanathan, Madhubalan (1996), “A Comparison of the Usage of Numerical Versus Verbal Nutrition Information by Consumers,” Advances in Consumer Research, Vol. 23, Kim Corfman and John Lynch eds., Provo, UT: Association for Consumer Research, 277- 281. Viswanathan, Madhubalan, Terry Childers, and Sanjay Nagaraj (1995), “Using Magnitude Estimation Scaling in Marketing Research: An Application to Understand how Consumers Think about Product Attributes,” Proceedings, American Marketing Association Winter Educators’ Conference, Vol. 6, David W. Stewart and Naufel

Vilcassim eds., Chicago, IL: American Marketing Association, 483-489. Viswanathan, Madhubalan, and Terry Childers (1995), “Using the Comparative Judgment Task in Consumer Research: An Illustrative Study,” Advances in Consumer Research,

Vol. 22, Frank Kardes and Mita Sujan eds., Provo, UT: Association for Consumer Research, 65-70.

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Viswanathan, Madhubalan (1994), “Summary of the Special Session ‘5’ Calories or ‘Low’ Calories: How Consumers Use Numerical and Verbal Product Information,” Advances in Consumer Research, Vol. 21, Chris T. Allen and Deborah Roedder John eds., Provo,

UT: Association for Consumer Research, 397-398. Dutta, Shantanu, Mark Bergen, Madhubalan Viswanathan, and Terry Childers (1993), “Categorization: A Fuzzy Set Theoretic Conceptualization,” Proceedings, American Marketing Association Winter Educators’ Conference, Vol. 4, Rajan Varadarajan and Bernard Jaworski eds., Chicago, IL: American Marketing Association, 78-82 Other Proceedings Viswanathan, Madhubalan, Terry Childers, and Paul Bottum (1989), “The Categorization of Pictures and Words: An Enquiry into the Process,” Proceedings, Haring Symposium, Indiana University, Bloomington, Indiana, 49-72.

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WORK IN PROGRESS Manuscripts under review “Intertwined Destinies: How Subsistence Entrepreneurs Use Social Capital to Overcome

Constraints and Uncertainties,” with Raj Echambadi and Srinivas Venugopal, under review at Journal of Macromarketing.

“Effects of Timing of Purchase and Perceived Proximity of Climate Change on Green Product Purchase,” with Kiju Jung, Robert Wyer, and Dolores Albarracin, under review at Journal

of Consumer Psychology. Manuscript preparation in progress “Effects of Methodological Factors on Measurement Error,” with Ujwal Kayande, Richard Bagozzi, Shirley Cheng, and Sam Reithmuller. “General to Specific vs. Specific to General: Spillover vs. Licensing Effect of Overpredicting

General vs. Specific Green Behavior in the Future on Immediate Member vs. Non- member Behavior,” with Kiju Jung, Robert Wyer, and Dolores Albarracin.

Engaging with the Emergent Order: A Bottom-up Orientation for Ventures in Subsistence Marketplaces,” with Srinivas Venugopal.

Data collection or analysis in progress “Effects of Literacy, Individualism/Collectivism, Negotiable Fate, and Presence of and Search

for Meaning of Life on Income and Human Well-Being in Subsistence Marketplaces,” with Kiju Jung.

“Literacy and Categorization,” with Carlos Torelli and Ashok Lalwani, data collection in

progress.

“Understanding Perceived Value in Subsistence Marketplaces,” with Avinish Chaturvedi, and

C. Y. Chiu, data collection in progress.

Understanding Subsistence Marketplace Ecosystems,” With Srinivas Venugopal, data collection in progress.

“Exploring the Impact of Constraints and Uncertainty on Consumer’s Cognition, Emotion, and

Behavior, with Srinivas Venugopal and Huimin Ru, , data collection in progress. “Micro-Enterprise Ecosystems In Subsistence Marketplaces,” with Srinivas Venugopal, data

collection in progress. “Organizational Legitimacy in Subsistence Marketplaces,” with Srinivas Venugopal, , data

collection in progress.

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“Extreme Poverty and Consumer Behavior” with Srinivas Venugopal, data collection

in progress.

UNPUBLISHED PRESENTATIONS Outside the University of Illinois - Conference Presentations Viswanathan, Madhubalan (2012), “From Subsistence Marketplaces To Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives ,” Workshop, Ivey PhD Sustainability Academy, October. Viswanathan, Madhubalan (2012), "Education Innovations at the Intersection of Subsistence and Sustainability," Conference - Globalizing Education in the 21st Century: The Bologna Reform and Beyond, October. Viswanathan, Madhubalan (2012), "Bottom-Up Professional Responsibility Education in Subsistence and Sustainability," Partners in Business Ethics Conference, Chicago, September.

Viswanathan, Madhubalan (2012), "From Subsistence Marketplaces to Emerging Markets", Presentation at the American Marketing Association Summer Educators’ Conference Preconference Workshop on Emerging Markets, Chicago, August. Viswanathan, Madhubalan (2012), "Effects of Temporal, Social, and Spatial Distance of

Environmental Problems on Subsistence Marketplaces", Presentation at the Fourth Subsistence Marketplaces Conference: From Micro-level Insights to Macro-Level Impact,” Chicago, July. Viswanathan, Madhubalan (2012), “Bottom-Up Innovation For and From Subsistence

Marketplaces,” International Conference Of Globalization and Innovation in China, Changsha, China, August.

Viswanathan, Madhubalan (2011), “Using International Engagement to Broaden the Academic Enterprise: Integrating International Management Research, Teaching, and Social Initiatives Or International Engagement In (or Inspired By) Subsistence Marketplaces,” Presentation at the Academy of Management Conference, San Antonio, August. Viswanathan, Madhubalan (2011), “Entrepreneurship In Or Inspired By Subsistence Marketplaces Or Being Entrepreneurial Through the Academic Endeavor,” Carey Darden Retreat: Darden Entrepreneurship and Innovation Research Conference, Charlottsville, Virginia. Viswanathan, Madhubalan (2011), “From Subsistence Marketplaces to Sustainable Marketplaces? The Role of Marketing ,” Presentation at the American Marketing Association Winter Educators’ Conference, Austin, February.

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Venugopal, Srinivas, and Madhubalan Viswanathan (2010), “Engagement With Emergent Entrepreneurship In Subsistence Marketplaces: Insights From An Educational Enterprise in South India,” 4th Great Lakes NASMEI Marketing Conference, Tamil Nadu, December. Viswanathan, Madhubalan (2010), “Poverty Alleviation Through Marketplace Literacy,” India Development Coalition of America Eighth International Conference on Role of Education and Micro Finance to Eradicate Poverty in India, Terre Haute, October. Jung, Kiju, and Madhubalan Viswanathan, (2010), “Psychological Distances and Sustainability: From Resource-Rich to Subsistence Marketplaces,” Carlson on Sustainability, Minneapolis, October. Viswanathan, Madhubalan (2009), “A Bottom-Up Approach To Designing ICT Applications For Subsistence Marketplaces,” International Conference on Millennium Development Goals: Role of ICT and Other Appropriate Technologies, Kavaraipettai, India, December. Viswanathan, Madhubalan (2009), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Keynote address at Foundation for Advanced Studies on International Development/Ministry of Foreign Affairs International Symposium, Tokyo, November. Viswanathan, Madhubalan (2009), “Well-Being at the Intersection of Subsistence and Sustainability,” Paper presented at a Special Topic Session at the Annual Conference of the Association for Consumer Research, Pittsburgh, October. Viswanathan, Madhubalan (2009), “Understanding Stigma and Coping Strategies across Resource and Literacy Barriers: A Cross-Cultural Comparison,” Paper presented at a Special Topic Session at the Annual Conference of the Association for Consumer Research, Pittsburgh, October. Viswanathan, Madhubalan (2009), “Design for the BOP: Context, Method, and Solutions,” Presentation at the Base of the Pyramid Conference, Ann Arbor, October. Viswanathan, Madhubalan (2009), “Enabling Subsistence Marketplaces to Become Sustainable Marketplaces: Management Education for the 21st Century,” Presentation at the Academy of Management Conference, Chicago, August. Viswanathan, Madhubalan (2009), “Envisioning Management Education For A Better World: Educational Innovations On Sustainable Business Solutions For Subsistence Marketplaces,” Presentation at the Academy of Management Conference, Chicago, August. Viswanathan, Madhubalan (2009), “Envisioning Marketing and Management Education For A Better World: Educational Innovations On Sustainable Business Solutions For Subsistence Marketplaces,” Presentation at the American Marketing Association Summer Educators’ Conference, Chicago, August.

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Viswanathan, Madhubalan (2009), “Understanding Sustainability from the Perspective of Subsistence Consumers and Entrepreneurs,” Presentation at the American Marketing Association Summer Educators’ Conference, Chicago, August. Viswanathan, Madhubalan (2009), “Envisioning Management Education For A Better World: Curriculum Innovations On Sustainable Business Solutions For Subsistence Marketplaces,” Virtual Presentation at Global Forum – Business as an Agent of World Benefit: Manage By Designing in an Era of Massive Innovation, June.

Viswanathan, Madhubalan (2009), “Synergies Between Research, Teaching and Social Initiatives at the Base of the Pyramid: Where have We Been And Where Do We Go From Here?,” Presentation at the Base of the Pyramid Conference, Ann Arbor, May. Viswanathan, Madhubalan, and Srinivas Sridharan (2009), “Socially-Embedded Marketplace

Literacy in Subsistence Contexts,” Association for Consumer Research Asia Pacific Conference, Hyderabad, January.

Viswanathan, Madhubalan (2008), “Listening to the Voice of the Customer in Subsistence Marketplaces or the Base of the Pyramid,” Paper presented at the 11th Annual Voice of the Customer Conference—User Experience Design & Innovation, Newport Beach, December. Gau, Roland, and Madhubalan Viswanathan (2008), “Consumer Welfare Considerations Across Literacy and Resource Barriers,” Paper presented at a Special Topic Session at the Annual Conference of the Association for Consumer Research, San Francisco, October. Viswanathan, Madhubalan (2008), “From Subsistence Marketplaces to Sustainable

Marketplaces? Implications for Base of the Pyramid Research and Practice,” Paper presented at a Symposium Session at the Academy of Management Conference, Anaheim, August.

Viswanathan, Madhubalan (2008), “From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Marketing and Society,” Paper presented at a Special Topic Session at the American Marketing Association Summer Marketing Educators’ Conference, San Diego, August.

Viswanathan, Madhubalan, Srinivas Sridharan, and Robin Ritchie (2008), “The Psychology of Subsistence Consumers: Insights From South India,” Paper presented at a Special Topic Session at the Society for Consumer Psychology Winter Conference, New Orleans, February. Chaturvedi, Avinish, Madhubalan Viswanathan, C. Y. Chiu, and Srinivas Sridharan (2007), “Understanding Perceived Value in Subsistence Marketplaces,” Great Lakes – NASMEI International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets, Chennai, December. Viswanathan, Madhubalan (2007), “Synergizing Research, Teaching, and Social Initiatives on Subsistence Marketplaces,” International Conference on Global Entrepreneurship, SRM School of Management, Chennai, December.

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Viswanathan, Madhubalan (2007), “Product Development for the “Base of the Pyramid”:

From Subsistence Marketplaces to Sustainable Marketplaces?,” Presentation at Plenary Session, Product Development and Management Association India Conference, Bangalore, December. Viswanathan, Madhubalan (2007), “Empowering Enterprising People in Subsistence Marketplaces,” Worldwide Universities Network Inspiring and Developing Enterprising People, Building Global Networks Workshop, Leeds, December. Viswanathan, Madhubalan (2007), “Synergizing Research, Teaching, and Social Initiatives on

Subsistence Marketplaces,” Worldwide Universities Network Entrepreneurship and Global Impact Conference, October, Chicago.

Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi (2007), “Doing Well by Doing Good: Pursuing Commercial Success by Internalizing Social Good in

Subsistence Markets,” Academy of Management Conference, Philadelphia, August. Viswanathan, Madhubalan, Robin Ritchie and Srinivas Sridharan (2007), “From

Transformative Consumer Research to Practice: A Case Study of the Marketplace Literacy Project,” Transformative Consumer Research Conference, Dartmouth, July.

Viswanathan, Madhubalan (2007), “Sustainability Issues in Subsistence Marketplaces,” Greening of Industry Network Sustainable Ecosystem and Social Stewardship Conference, Waterloo, Canada, June. Viswanathan, Madhubalan (2007), “Understanding Subsistence Marketplaces: Implications

for Marketing and Society,” Joint International Society for Marketing and Development and Macromarketing Conference, Washington, DC, June.

Viswanathan, Madhubalan (2007), “Understanding Subsistence Buyers, Sellers, and Marketplaces: A Case Study of South India,” Public Policy and Marketing Conference, Washington, DC, June. Viswanathan, Madhubalan, and Avinish Chaturvedi (2007), “Understanding Perceived Value

in Subsistence Marketplaces,” Paper presented at the Pricing Camp, Allerton Park, Monticello, May.

Viswanathan, Madhubalan (2006), “Product and Market Development for Subsistence

Marketplaces,” International Conference on Innovation and New Product Development, Kavaraipettai (Chennai), December.

Viswanathan, Madhubalan (2006), “Enabling Consumer and Entrepreneurial Literacy in

Subsistence Contexts,” Paper presented at the conference - Business as an Agent of World Benefit: Management Knowledge Leading Positive Change, Cleveland, October, 2006.

Viswanathan, Madhubalan, Avinish Chaturvedi, and Roland Gau (2006), “Understanding

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Low Literate Consumers: Implications for Corporate Social Responsibility, “Paper presented at a Special Topic Session at the Society for Consumer Psychology Winter Conference, Miami-Calica (Mexico) Cruise, February.

Torelli, Carlos, Madhubalan Viswanathan, and Ashok Lalwani (2006), “Relationship

between Literacy and Cognitive Characteristics Relating to Categorization”, Paper presented at the Society for Consumer Psychology Winter Conference, Miami-Calica (Mexico) Cruise, February.

Torelli, Carlos, Madhubalan Viswanathan, and Lan Xia (2006), “Literacy and Consumer

Memory”, Paper presented at the Society for Consumer Psychology Winter Conference, Miami-Calica (Mexico) Cruise, February.

Viswanathan, Madhubalan, Avinish Chaturvedi, and Kumar Sarangee (2005), “A Cross-

Cultural Perspective on Marketing Research and New Product Design for the Low- Literate: Where Engineering and Marketing Meet the Bottom of the Pyramid,” International Conference – Innovative New Product Development: Engineering Meets Marketing, Chennai, December.

Viswanathan, Madhubalan, Carlos Torelli, Sukki Yoon, Hila Riemer, and Tianjao Qiu (2005),

“An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers, “Paper presented at the La Londe Conference on Communications and Consumer Behavior, LaLonde, France, June.

Viswanathan, Madhubalan, and Avinish Chaturvedi (2005), “Price and the Low-Literate

Consumer: New Perspectives and Directions,” Paper presented at the Pricing Camp, Allerton Park, Monticello, May.

Viswanathan, Madhubalan (2005), “Understanding Low-Literate, Low Income Buyer and Seller Behavior in a Developing Economy Context” Paper presented at the Advertising, and Consumer and Psychology, Conference, Washington, DC, May.

Riemer, Hila, Madhubalan Viswanathan, and Sukki Yoon (2003), “Effects of Functional

Literacy and Language Ability on Consumer Behavior: The Ethiopian Immigrant Case,” Paper presented at the Marketing in Israel III conference, Tel-Aviv, Israel, December.

Viswanathan, Madhubalan, Tianjiao Qiu, Hila Riemer, and Sukki Yoon (2003),

“Understanding English as Second Language (ESL) Consumers: A Qualitative Study,” Paper presented at the Advertising and Consumer Psychology Conference, Seoul, S. Korea, June.

Chandrashekaran, Rajesh, Madhubalan Viswanathan and Kent B. Monroe (2003), “Effects of Order and Size Incongruence in Comparative Price Advertisements,” invited to present at the Pricing Research Camp, Champaign, May, 2003. Viswanathan, Madhubalan, and Brian Wansink (2000), “Numerosity and Consumer

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Behavior,” Paper presented at a Special Topic Session at the Annual Conference of the Association for Consumer Research, Salt Lake City, October.

Viswanathan, Madhubalan, and Jim Harris (2000), “Illiteracy and Innumeracy Among

Consumers: The Dark Side of Information Processing,” Paper presented at the Asia Pacific Conference of the Association for Consumer Research, Gold Coast, March.

Viswanathan, Madhubalan, and Jim Harris (1998), “Functional Illiteracy: The Dark Side of

Information Processing,” Paper presented at a Special Topic Session at the Annual Conference of the Association for Consumer Research, Montreal, October.

Romani, Simona, and MadhubalanViswanathan, (1998), “A Number Processing Approach to

Price Encoding and Memory, “Paper presented at a Special Topic Session at the Asia Pacific Conference of the Association for Consumer Research, Hong Kong, June.

Viswanathan, Madhubalan, and Terry Childers (1998), “Development and Validation of Fuzzy

Set Measures of Graded Structure in Categorization,” Paper presented at the Society for Consumer Psychology Winter Conference, Austin, February.

Viswanathan, Madhubalan (1997), “Processing of Numerical and Verbal Magnitude Information: Implications for Pricing,” Paper presented at the Pricing Camp, Urbana, September. Viswanathan, Madhubalan, and Manoj Hastak (1997), “Are the Daily Reference Values

Really Enough? Facilitating the Use of Nutrition Information Through Summary Information,” Paper presented at the Marketing and Public Policy Conference, Boston, May. Viswanathan, Madhubalan, and Manoj Hastak (1997), “Are the Daily Reference Values

Really Enough? Facilitating the Use of Nutrition Information Through Summary Information,” Paper presented at the Advertising, Consumer Psychology, and Health Conference, Columbus, May. Viswanathan, Madhubalan, and Terry L. Childers (1997), “An Examination of the

Relationship Between Consumers’ Preference for Numerical Information and Aspects of Consumer Decision Making,” Paper presented at the Society for Consumer Psychology Winter Conference, St. Petersburg, February.

Childers, Terry, and Madhubalan Viswanathan (1996), “Representation of Numerical and Verbal Product Information in Consumer Memory,” Paper presented at the Asia

Pacific Conference of the Association for Consumer Research, Perth, July. Viswanathan, Madhubalan, Michael Johnson, and Seymour Sudman (1996), “Using the

Sorting Task to Examine Product Representations in Consumer Research,” Paper presented at the American Marketing Association Winter Marketing Educators’ Conference, Hilton Head, February.

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Viswanathan, Madhubalan, and Sunder Narayanan (1996), “The Effects of Processing Goals, Information Presentation, and Information Mode on Comparative Judgments by Consumers,” Paper presented at the Annual Conference of the Society for Consumer Psychology, Hilton Head, February. Viswanathan, Madhubalan, Terry Childers, and Elizabeth Moore-Shay (1995), “The Measurement of Individual Differences in Intergenerational Communications and Influence: Scale Development and Cross-Cultural Comparison,” Paper presented at the Marketing Science Conference, Sydney, July. Childers, Terry, Madhubalan Viswanathan, and Amy Cox (1994), “Preliminary Results on

the Development and Test of a Scale to Assess Preference for Numerical Information,” Paper presented at the American Marketing Association Winter Marketing Educators’ Conference, St. Petersburg, February. Viswanathan, Madhubalan (1994), “The Need for Precision,” Paper presented at a Special Topic Session at the Annual Conference of the Society for Consumer Psychology, St. Petersburg, February. Viswanathan, Madhubalan (1993), “The Encoding of Numerical Versus Verbal Attribute Information: Implications for Consumer Memory,” Paper presented at a Special Topic Session at the Annual Conference of the Association for Consumer Research, Nashville, October. Viswanathan, Madhubalan (1993), “The Influence of Summary Information on the Usage of Nutrition Information,” Paper presented at the Marketing and Public Policy Conference, East Lansing, June. Viswanathan, Madhubalan and Seymour Sudman (1993), “Maximum Versus Meaningful Discrimination in Scale Responses: A Perspective on the Optimal Number of Response Categories to Use in a Scale,” Paper presented at the Marketing Science Conference, St. Louis, March. Outside the University of Illinois – Other Presentations Viswanathan, Madhubalan (2012), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Pollay Prize Lecture, University of Western Ontario, Vancouver, March. Viswanathan, Madhubalan (2011), “From Subsistence Marketplaces to Sustainable

Marketplaces: Challenges and Opportunities for Businesses,” US-India Chamber of Commerce Midwest, Chicago, October.

Viswanathan, Madhubalan (2011), “The Subsistence Marketplaces Initiative,” John Deere, Moline, June. Viswanathan, Madhubalan (2011), “From Subsistence Marketplaces to Sustainable Marketplaces? Food for Economic Thought,” Plenary Speaker, Conference of the Association of Indian Economic and Financial Studies (AIEFS), Kenosha, May.

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Viswanathan, Madhubalan (2011), “Consumers and Entrepreneurs in Subsistence Marketplaces,” Marketing Seminar, Virginia Commonwealth University, Richmond May. Viswanathan, Madhubalan (2011), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Marketing Seminar, Iowa State University, Ames, March. Viswanathan, Madhubalan (2010), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Predeployment Governance Training for Military Units, Illinois National Guard, Springfield, Illinois, December. Viswanathan, Madhubalan (2010), “Designing Solutions for Subsistence Marketplaces,” Net Impact, Roosevelt University, Chicago, November. Viswanathan, Madhubalan (2010), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Roosevelt University, Chicago, November. Viswanathan, Madhubalan (2010), “Designing Solutions for Subsistence Marketplaces,” Guest speaker (Online) for Course at Indian Institute of Management, Calcutta, November. Viswanathan, Madhubalan (2010), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Guest speaker (Online) for Course at Indian Institute of Management, Calcutta, September. Viswanathan, Madhubalan (2010), “Envisioning Management Education For A Better World: Educational Innovations On Subsistence and Sustainability,” Universidad de los Andes, Bogota, Colombia, May. Viswanathan, Madhubalan (2010), “From Identifying Needs in Poverty to Designing Educational Solutions for Large-Scale Impact: Lessons Learned From the Marketplace Literacy Project,” Universidad de los Andes, Bogota, Colombia, May. Viswanathan, Madhubalan (2010), “A Bottom-Up Approach to Learning From and Designing Solutions For Subsistence Marketplaces (or the Base of the Pyramid),” Universidad de los Andes, Bogota, Colombia, May. Viswanathan, Madhubalan (2010), “Understanding Subsistence Consumer Merchants,” Universidad de los Andes, Bogota, Colombia, May. Viswanathan, Madhubalan (2010), “A Bottom-Up Approach To Understanding Subsistence Marketplaces, “University of Notre Dame, South Bend, April. Viswanathan, Madhubalan (2009), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Foundation for Advanced Studies on International Development Workshop, Tokyo, November.

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Viswanathan, Madhubalan (2009), “Company, Community, and Beyond (Or Me, Us, and Beyond): A Sustainable Market(ing) Orientation for Stakeholders of the 21st Century?,” Presentation at Web Conference on Stakeholder Marketing, Aspen Institute, September. Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Across Literacy and Resource Barriers,” Presentation at Tulane University, New Orleans, April. Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Across Literacy and Resource Barriers,” Presentation at INSEAD, France, March. Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” Marketing Seminar, Michigan State University, East Lansing. Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” Guest Lecture, Course on Design and Management of Biomechanical Products, Michigan State University, East Lansing. Viswanathan, Madhubalan (2008), “Our Journey to Subsistence and Sustainability: Research, Teaching and Social Initiatives at the College of Business,” Dean’s Business Council, Chicago, February.

Viswanathan, Madhubalan (2009), “Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project,” Guest Lecture, Social Entrepreneurship Course, Columbia University, February. Viswanathan, Madhubalan (2008), “From Subsistence Marketplaces to Sustainable

Marketplaces: Implications for Marketing and Public Policy” Luncheon speaker, Marketing and Public Policy Preconference Workshop Villanova School of Business, Philadelphia, May.

Viswanathan, Madhubalan (2007), “Synergizing Research, Teaching, and Social Initiatives on

Subsistence Marketplaces,” Loyola University, October, Chicago. Viswanathan, Madhubalan (2007), “Lessons Learnt From My Attempts At Research,

Educational, and Social Initiatives,” Faculty Development Program, SRM College, Chennai.

Viswanathan, Madhubalan (2007), “e-Education in Subsistence Marketplaces? A Work-In-

Progress Study of the Marketplace Literacy Project,” Microsoft Research, Bangalore, January.

Viswanathan, Madhubalan (2006), “Consumption and Entrepreneurship Beyond Literacy and Resource Barriers: Understanding Subsistence Marketplaces,” Paper presented at the

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Institute for Financial Management and Research, Chennai, January.

Viswanathan, Madhubalan (2004), “The Scholarship of Richard Bagozzi,” Paper presented at the Converse Symposium, Monticello, Illinois, April. Viswanathan, Madhubalan (2003), “Substantive and Methodological Issues in

Interdisciplinary Research: My Experiences,” Paper presented at the Conference on Conceptualizing Global Security Issues for International Business, Center for International Business Education and Research, University of Illinois, Chicago, October.

Viswanathan, Madhubalan (2003), “Towards Understanding Functionally Illiterate Consumers,” Paper presented at the Marketing Seminar Series, Ohio State University, April. Viswanathan, Madhubalan (2000), “Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing,” Presented at National University of Singapore, Singapore, March. Viswanathan, Madhubalan (2000) “Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing,” Presented at Nanyang Technological University,

Singapore, March. Viswanathan, Madhubalan (2000), “Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing,” Presented at University of New South Wales, Sydney,

March. Viswanathan, Madhubalan (1998), “Marketing in the United States,” Presented at the Rotary

Club, Madras, India, June. Viswanathan, Madhubalan (1989), “The Categorization of Pictures and Words: An Enquiry

into the Process,” Paper presented at the Marketing Seminar Series, University of Minnesota, April.

At the University of Illinois - Presentations Viswanathan, Madhubalan (2012), "Orientation for International Immersion Experience,” MBA GCP, December. Viswanathan, Madhubalan (2012), "Orientation for International Immersion Experience,” Supply Chain Management Program, November. Viswanathan, Madhubalan (2012), “Global Business Horizons,” Guest Lecture in International Business Class, November.

Viswanathan, Madhubalan (2012), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” MBA Recruiting, October.

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Viswanathan, Madhubalan (2012), "Understanding Subsistence Marketplaces: Bottom-Up Insights for Food Security and Public Health," Food Security and Health in East Asia Symposium, October. Viswanathan, Madhubalan (2012), “Bottom-Up Innovation For and From Subsistence Marketplaces,” Engineers Without Borders Lecture Series, September. Viswanathan, Madhubalan (2012), “Global Business Horizons,” presented at the LEAD (Leadership, Education, and Development) Summer Business Institute, July. Viswanathan, Madhubalan (2012), “Global Business Horizons,” presented at the Research Apprentice Program for High School Students, July. Viswanathan, Madhubalan (2012), “Bottom-Up Innovation for Farmers in Subsistence Marketplaces,” Presentation for Growmark Board of Directors Campus Visit, July. Viswanathan, Madhubalan (2012), “Envisioning New Horizons and Addressing Global Challenges Through Business,” Class Session for Certificate in Business for Non- Business Majors, April. Viswanathan, Madhubalan (2012), “From Subsistence Marketplaces to Emerging Markets ,” Presentation at Conference - The Presence of "America" in India: Where and How Does "America" Appear and What Are The Effects? April. Viswanathan, Madhubalan (2012), “Human Rights and Justice in Education on Subsistence Marketplaces ,” Guest Lecture in Online Education Class, April. Viswanathan, Madhubalan (2012), "Summary of Work,” Campus Insights Presentation to Board of Trustees, March. Viswanathan, Madhubalan (2012), "A Bottom-Up Approach To Understanding Subsistence Marketplaces,” presented at College of ACES, February. Viswanathan, Madhubalan (2011), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Program for Illinois National Guard, Illinois, December. Viswanathan, Madhubalan (2011), “Envisioning New Horizons and Addressing Global

Challenges Through Business,” Warsaw-Illinois Executive MBA, November. Viswanathan, Madhubalan (2011), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Engineers Without Borders Conference, November. Viswanathan, Madhubalan (2011), “Learning From and Designing Solutions For Subsistence Marketplaces,” Seminar Series, Department of Agricultural and Biological Engineering, September.

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Viswanathan, Madhubalan (2011), “Exploring Global Business Horizons in the Illinois EMBA,” EMBA Event, Chicago, September. Viswanathan, Madhubalan (2011), “Exploring Global Business Horizons in the Illinois EMBA,” EMBA Event, Chicago, July. Viswanathan, Madhubalan (2011), “Sustainable Businesses for Subsistence Marketplaces Workshop,” presented at the LEAD (Leadership, Education, and Development) Summer Business Institute, July. Viswanathan, Madhubalan (2011), “Sustainable Businesses for Subsistence Marketplaces Workshop,” Business Plan Program for High School Students, June. Viswanathan, Madhubalan (2011), “Educational Innovations At the Intersection of Subsistence and Sustainability,” Sustainability Education Curriculum Workshop, May. Viswanathan, Madhubalan (2011), “Consumers and Entrepreneurs in Subsistence Marketplaces,” Annual Forum of the African Student Organization, April. Viswanathan, Madhubalan (2011), “A Bottom-Up Approach To Understanding Subsistence Marketplaces ,” College of Agricultural, Consumer, and Environmental Sciences, April. Viswanathan, Madhubalan (2011), “Social Entrepreneurship Workshop,” College of Business, April. Viswanathan, Madhubalan (2011), “Envisioning New Horizons and Addressing Global Challenges Through Business,” Class Session for Certificate in Business for Non- Business Majors, April. Viswanathan, Madhubalan (2011), “Bridging Humanities and Business Learning,” Pre- Innovation Summit Workshop, April. Viswanathan, Madhubalan (2011), “Addressing Global Challenges At the Intersection of Subsistence and Sustainability Through Interdisciplinary Education and Research,” Pre-Innovation Summit Workshop, April. Viswanathan, Madhubalan (2011), “Sociocultural Issues in Subsistence,” Pre-Innovation Summit Workshop, April. Viswanathan, Madhubalan (2011), “A Micro-Level Approach To Understanding Emerging Markets ,” Entrepreneurship For Engineers Class, March. Viswanathan, Madhubalan (2011), “From Subsistence Marketplaces to Sustainable Marketplaces,” ACES 100 Class, College of Agricultural, Consumer, and Environmental Sciences, March.

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Viswanathan, Madhubalan (2011), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” Pre-Innovation Summit Workshop on Creativity, March.

Viswanathan, Madhubalan (2010), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” MBA Recruiting, December. Viswanathan, Madhubalan (2010), “A Bottom-Up Approach To Understanding Subsistence Marketplaces,” Entrepreneurs Without Borders, November. Viswanathan, Madhubalan (2010), “Strengthening Microfinancing Initiatives Through Marketplace Literacy,” Microfinance Club, November.

Viswanathan, Madhubalan (2010), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” MBA Recruiting, October. Viswanathan, Madhubalan (2010), “Pushing the Boundaries of Business Education: Envisioning a Better World and the Challenges in Getting There,” Business Teaching and Learning Series, College of Business, September. Viswanathan, Madhubalan (2010), “Empowering Women In Subsistence Marketplaces Through Marketplace Literacy: Challenges and Opportunities,” Women and Gender in Global Perspective Seminar Series, September. Viswanathan, Madhubalan (2010), “Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century,” presented at the LEAD (Leadership, Education, and Development) Summer Business Institute, July. Viswanathan, Madhubalan (2010), “Addressing Sustainability From An Economic Perspective: Educational Initiatives at the Intersection of Subsistence and Sustainability,” Sustainability Education Curriculum Workshop, May. Viswanathan, Madhubalan (2010), “From Subsistence Marketplaces to Sustainable Marketplaces,” Global Crossroads Sunday Series, April. Viswanathan, Madhubalan (2010), “From Subsistence Marketplaces to Sustainable Marketplaces: Understanding the Challenges of Global Sustainability,” Prisms of Globalization Lecture Series: The World Economy at Risk, Center for Global Studies, March. Viswanathan, Madhubalan (2010), “Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project,” Guest Lecture in Course on Social Entrepreneurship, February.

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Viswanathan, Madhubalan (2009), “Community-Based Learning in Subsistence Marketplaces,” Academy for Entrepreneurial Leadership, December.

Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” MBA Recruiting, November.

Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” Local Intelligence Symposium, November.

Viswanathan, Madhubalan (2009), “Strengthening Microfinancing Initiatives Through Marketplace Literacy,” Student Microfinancing Conference, November. Viswanathan, Madhubalan (2009), “Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project,” Philanthropic Innovations Forum, Hillel Foundation, November. Viswanathan, Madhubalan (2009), “Moving Beyond Business As Usual: Sustainable Business Enterprises for the 21st Century?,” Warsaw-Illinois Executive MBA, October.

Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives,” Global Brigade Student Organization, October. Viswanathan, Madhubalan (2009), Moving Beyond Business As Usual: Sustainable Supply Chains for the 21st Century?,” Guest Lecture, Supply Chain Management Program, August. Viswanathan, Madhubalan (2009), “Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century,” presented at the LEAD (Leadership, Education, and Development) Summer Business Institute, July. Viswanathan, Madhubalan (2009), “Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project,” Presentation, Social Entrepreneurship Summer Institute, June. Viswanathan, Madhubalan (2009), “Community-Based Learning in Subsistence Marketplaces,” Presentation at the Fellow Faculty Retreat, Academy for Entrepreneurial Leadership, May. Viswanathan, Madhubalan (2009), “Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century,” presented to students during Earth Week, April.

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Viswanathan, Madhubalan (2009), “Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project,” Guest Lecture, Social Entrepreneurship Course, Champaign, March.

Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Academic Entrepreneurship Through Synergies Between Research, Teaching, and Social Initiatives,” Guest Lecture, Course on Intellectual Entrepreneurship in Academe, College of Education, Champaign, March. Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Opportunities and Challenges for Information Technology Across Resource and Literacy Barriers,” Coordinated Sciences Laboratory, Urbana, February.

Viswanathan, Madhubalan (2009), “Our Journey to Subsistence and Sustainability: Research, Teaching and Social Initiatives at the College of Business,” Dean’s Business Council, Chicago. Viswanathan, Madhubalan (2009), “Understanding Low-Literate, Low-Income Buyer, Seller, and Subsistence Marketplace Behavior: Challenges for Psychology Across Literacy and Resource Barriers,” Psychology Seminar, February. Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Academic Entrepreneurship Through Synergies Between Research, Teaching, and Social Initiatives,” Guest Lecture, Course on Intellectual Entrepreneurship in Academe, College of Education, Champaign, February.

Viswanathan, Madhubalan (2009), “From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Marketing and Management,” Executive MBA Program, Chicago, February. Viswanathan, Madhubalan (2009), “Incorporating Subsistence and Sustainability Into the Educational Curriculum: Envisioning a Better World Through Integrative, International, and Interdisciplinary Learning Experiences,” 2009 Annual Faculty Retreat: Preparing Students for the Global Century, Urbana, February. Viswanathan, Madhubalan (2008), “Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project,” Presentation, Social Entrepreneurship Summer Institute, June. Viswanathan, Madhubalan (2008), “From Subsistence Marketplaces to Sustainable

Marketplaces? Lessons Learned From Synergies Between Research, Teaching, and Social Initiatives,” Ecologies of Consumption: Markets, Sustainability, and Consumer Culture, Champaign, April.

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Viswanathan, Madhubalan (2007), “Product and Market Development for Subsistence Marketplaces,” Business International Programs Integrating International Travel into Courses Workshop, Urbana, November.

Viswanathan, Madhubalan (2007), “Engineering Solutions For Sustainable Development: From Subsistence Marketplaces to Sustainable Marketplaces,” presented to Engineers Without Borders, A Registered Student Organization, University of Illinois, October.

Viswanathan, Madhubalan (2007), “Product and Market Development for Subsistence Marketplaces,” Academy for Entrepreneurial Leadership Lunchbox Lecture Series, April. Viswanathan, Madhubalan (2007), “Understanding Social Enterprises in India: Lessons

Learned From The Marketplace Literacy Project,” presented to ASHA, A Registered Student Organization, University of Illinois, March.

Viswanathan, Madhubalan (2007), “Understanding Materialism in Subsistence Marketplaces,” Paper presented at the Midwestern Materialism Conference, University of Illinois, March. Viswanathan, Madhubalan (2007), “Understanding Cognitive Predilections, Memory, and Decision-Making of Low-Literate Consumers,” with Carlo Torelli, Lan Xia, and Ashok Lalwani, Paper presented at the Marketing Seminar Series, University of Illinois, April. Viswanathan, Madhubalan (2006), “Traversing Pathways from Research to Social Entrepreneurship: The Marketplace Literacy Project,” presented to ASHA, A Registered Student Organization, University of Illinois, March. Viswanathan, Madhubalan (2005), “Consumer Behavior Research,” presented at the LEAD (Leadership, Education, and Development) Summer Business Institute, July. Viswanathan, Madhubalan (2005), “Applying Research on Low-Literate Buyers and Sellers for the Development of Nutrition Education and Consumer Literacy Programs,” presented

to the U of I Extension Consumer and Family Economics Team, April. Viswanathan, Madhubalan (2002), “The Illiterate Consumer in the Global Marketplace,” Paper presented at the Center for International Business Education and Research Advisory Council Meeting, University of Illinois, December. Viswanathan, Madhubalan (2002), “The Illiterate Consumer in the Global Marketplace,” Paper presented at the Marketing Seminar Series, University of Illinois, September. Viswanathan, Madhubalan (2002), “Toward Understanding Functionally Illiterate

Consumers,” Paper presented at the Marketing Seminar Series, University of Illinois, September.

Viswanathan, Madhubalan (1999), “Processing of Numerical Versus Verbal Product Information: Implications for Advertising,” Paper presented at a Graduate Seminar, Department of Advertising, University of Illinois, September.

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Viswanathan, Madhubalan (1999), “Functional Illiteracy and Innumeracy: The Dark Side of Information Processing,” Paper presented at the Marketing Seminar Series, University of Illinois, April. Viswanathan, Madhubalan (1997), “Development and Validation of Fuzzy Set Measures of Graded Structure in Categorization,” Paper presented at the Marketing Seminar Series, University of Illinois, November. Viswanathan, Madhubalan (1996), “Processing of Numerical Versus Verbal Product Information: Implications for Advertising,” Paper presented at a Graduate Seminar, Department of Advertising, University of Illinois, November. Viswanathan, Madhubalan (1996), “Understanding Comparative Judgments Along Product Attributes,” Paper presented at the Social Cognition Group Seminar Series, Department of Psychology, University of Illinois, April. Viswanathan, Madhubalan (1996), “Product Comparisons Along Attributes: Effects of Processing Goals and Information Mode,” Paper presented at the Marketing Seminar Series, University of Illinois, March. Viswanathan, Madhubalan (1994), “The Processing and Use of Numerical Versus Verbal

Product Information,” Paper presented at the Marketing Seminar Series, University of Illinois, April.

Viswanathan, Madhubalan (1993), “Understanding How Consumers Process and Use Numerical Versus Verbal Information,” Paper presented at the Social Cognition Group Seminar Series, Department of Psychology, University of Illinois, November. Viswanathan, Madhubalan (1993), “Marketing Research Workshop,” Presented for the Graduate Marketing Association, University of Illinois, September. Viswanathan, Madhubalan (1993), “Maximum Versus Meaningful Discrimination in Scale Responses: A Perspective on the Optimal Number of Response Categories to Use in a Scale,” Paper presented at the Marketing Seminar Series, University of Illinois, April.

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SESSION AND CONFERENCE ORGANIZER Session Organizer, Teaching Workshop, Fourth Subsistence Marketplaces Conference: From Micro- level Insights to Macro-Level Impact,” Chicago, July, 2012. Panel Participant, "Are Social Justice and Sustainable Business Practices Indispensable and Inseparable?", American Marketing Association Summer Educators’ Conference, Chicago, August, 2012. Conference Chair, Fourth Subsistence Marketplaces Conference: From Micro-level Insights to Macro- Level Impact,” Chicago, July, 2012. Session Organizer, “From Subsistence Marketplaces to Sustainable Marketplaces? The Role of Marketing ,” American Marketing Association Winter Educators’ Conference, Austin, February, 2011. Conference Chair, Third Subsistence Marketplaces Conference: From Impactful Research to Sustainable Innovation,” Chicago, June, 2010. Session Organizer, “Sustainable Business Solutions for Poverty Alleviation: Innovations in

Management Education,” Academy of Management Conference, Chicago, August, 2009. Session Organizer, “Understanding Sustainability Challenges and Opportunities in Poverty Alleviation: From Subsistence Marketplaces to Sustainable Marketplaces? ” American Marketing Association Summer Marketing Educators’ Conference, Chicago, August, 2009. Session Organizer, “Advancing Marketing and Management Education: Bringing Poverty Alleviation and Sustainable Business Solutions into the Classroom” American Marketing Association Summer Marketing Educators’ Conference, Chicago, August, 2009. Session Organizer, “Asking the Right Questions: Moving Base of the Pyramid Research and

Practice Forward,” Academy of Management Conference, Anaheim, August, 2008. Session Organizer, “Socio-Culturally Embedded Literacies in an Emerging Economy,” Association for Consumer Research Asia Pacific Conference, Hyderabad, January, 2009. Conference Chair, Transformative Consumer Research Conference, Philadelphia, June, 2009. Session Organizer, “Asking the Right Questions: Moving Base of the Pyramid Research and

Practice Forward,” Academy of Management Conference, Anaheim, August, 2008. Session Organizer, “Consumption and Commerce in Subsistence Marketplaces: On the

Mutual Influence of Marketing and the Social Fabric,” American Marketing Association Summer Marketing Educators’ Conference, San Diego, August, 2008.

Conference Chair, Second Subsistence Marketplaces Conference: Sustainable Consumption

and Commerce for a Better World, Chicago, June, 2008.

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Session Organizer, “Innovative Public-Private Partnerships Around the Globe:

Implications for Public Policy and Marketing,” Marketing and Public Policy Conference, Philadelphia, May, 2008.

Session Organizer (with Srinivas Sridharan and Robin Ritchie), “Understanding the

Psychology of Subsistence Consumers,” Annual Conference of the Society for Consumer Psychology, New Orleans, February, 2008.

Track Chair, Subsistence Markets, Joint International Society for Marketing and Development and Macromarketing Conference, Washington, DC, June, 2007. Session Organizer, “Understanding Subsistence Marketplaces or the Bottom of the Pyramid: Implications for Public Policy and Marketing, Public Policy and Marketing Conference, Washington, DC, June, 2007. Session Organizer, “Product and Market Development for Subsistence Marketplaces,”

International Conference on Innovation and New Product Development, Kavaraipettai (Chennai), December, 2006.

Conference Chair, First Subsistence Marketplaces Conference: Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Chicago, August, 2006. Session Chair, “Ad Processing,” La Londe Conference on Communications and Consumer

Behavior, LaLonde, France, June, 2005. Session Organizer, “Marketplace Behavior, Materialism and Happiness,” Advertising, and

Consumer and Psychology, Conference, Washington, DC, May, 2005. Chair, Sudman Symposium, Allerton Park, University of Illinois, Monticello, May, 2001. Conference Chair, American Marketing Association Winter Marketing Educators’ Conference, Scottsdale, February, 2001. Session Organizer, “Teaching and Researching Electronic Consumer Behavior: Techniques

and Strategies,” Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Winter Marketing Educators’ Conference, San Antonio, February, 2000.

Session Organizer, “Teaching Electronic Consumer Behavior: Techniques and Strategies,”

Preconference Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Annual Conference of the Association for Consumer Research, Columbus, October, 1999.

Session Organizer, “Teaching Electronic Consumer Behavior: Techniques and Strategies,”

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Preconference Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Summer Marketing Educators’ Conference, San Francisco, August, 1999.

Conference Chair, Annual Conference of the Society for Consumer Psychology, St. Petersburg, February, 1999. Session Organizer, “Applying Consumer Psychology to Practice: A Panel of Practitioners and

Academicians,” Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Winter Marketing Educators’ Conference, St. Petersburg, February, 1999.

Special Topic Session Organizer and Co-Chair, “Consumer Illiteracy: The Dark Side of

Information Processing,” Annual Conference of the Association for Consumer Research, Montreal, October, 1998.

Session Organizer, “Opportunities and Pitfalls for Consumer Research(ers) in the Public

Policy Arena,” Preconference Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Annual Conference of the Association for Consumer Research, Montreal, October, 1998.

Session Organizer, “Consumer Research and Management Needs: A High-Tech Perspective,”

Preconference Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Summer Marketing Educators’ Conference, Boston, August, 1998.

Special Topic Session Organizer and Chair, “‘Do You Remember How Much It Costs ?’ Perspectives on Encoding and Memory for Price Information,” Asia Pacific

Conference of the Association for Consumer Research, Hong Kong, June, 1998. Session Organizer and Co-Chair, “Teaching Consumer Behavior for Practice: Trials and Tribulations,” Preconference Session sponsored by the American Marketing

Association Consumer Behavior Special Interest Group at the Winter Marketing Educators’ Conference, Austin, February, 1998.

Session Organizer and Co-Chair, “Consumer Research: Intellectual Exercise in the Ivory

Tower or What the Real World Should be Listening to,” Preconference Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Annual Conference of the Association for Consumer Research, Denver, October, 1997.

Session Organizer and Co-Chair, “The Public Policy Implications of Consumer Behavior Research: Is Anyone Asking Us ?” Preconference Session sponsored by the American Marketing Association Consumer Behavior Special Interest Group at the Summer Marketing Educators’ Conference, Chicago, August, 1997. Co-Chair, Consumer Behavior Track, American Marketing Association Winter Marketing Educators’ Conference, St. Petersburg, February, 1997. Discussant, Society for Consumer Psychology Winter Conference, St. Petersburg, February, 1997.

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Special Topic Session Organizer and Chair, “‘5’ calories or ‘low’ calories ? How Consumers Use Numerical and Verbal Product Information,” Annual Conference of the Association for Consumer Research, Nashville, October, 1993. Chair, Special Session, Annual Conference of the Association for Consumer Research, Vancouver, October, 1992.

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FORMAL DEVELOPMENT AND RENEWAL Conferences Attended Academy of Management Conference, San Antonio, August, 2011. Darden Entrepreneurship and Innovation Research Conference, Charlottsville, Virginia, May, 2011. American Marketing Association Winter Marketing Educators’ Conference, Austin, February, 2011. Great Lakes – NASMEI International Marketing Conference, Tamil Nadu, India, December, 2010. India Development Coalition of America Eighth International Conference, Terre Haute, October, 2010. Carlson on Sustainability, Minneapolis, October, 2010. Third Subsistence Marketplaces Conference, Chicago, July, 2010. International Conference on Millennium Development Goals: Role of ICT and Other Appropriate Technologies, Kavaraipettai, India, December, 2009. Base of the Pyramid Conference, Ann Arbor, October, 2009. Academy of Management Conference, Chicago, August, 2009. American Marketing Association Summer Marketing Educators’ Conference, Chicago, August, 2009. Transformative Consumer Research Conference, Philadelphia, July, 2009. Base of the Pyramid Conference, Ann Arbor, May, 2009. 11th Annual Voice of the Customer Conference—User Experience Design & Innovation, Newport Beach, December, 2008. Annual Conference of the Association for Consumer Research, Portland, October, 2008. Academy of Management Conference, Anaheim, August, 2008. American Marketing Association Summer Marketing Educators’ Conference, San Diego, August, 2008. Second Subsistence Marketplaces Conference, Chicago, June, 2008. Ecologies of Consumption: Markets, Sustainability, and Consumer Culture, Champaign, April, 2008. Great Lakes – NASMEI International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets, Chennai, December, 2007. International Conference on Global Entrepreneurship, SRM School of Management, Chennai, December, 2007. Product Development and Management Association India Conference, Bangalore, December, 2007. Worldwide Universities Network Inspiring and Developing Enterprising People, Building Global Networks Workshop, Leeds, December, 2007. Worldwide Universities Network Entrepreneurship and Global Impact Conference, October, Chicago, 2007. Bottom of the Pyramid Conference, Ann Arbor, 2007. Academy of Management Conference, Philadelphia, August, 2007. Transformative Consumer Research Conference, Dartmouth, July, 2007. Joint International Society for Marketing and Development and Macromarketing Conference, Washington, DC, June, 2007 Public Policy and Marketing Conference, Washington, DC, June, 2007.

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Midwest Materialism Conference, Urbana, March, 2007. International Conference on Innovation and New Product Development, Kavaraipettai (Chennai), December, 2006. Business as an Agent of World Benefit:: Management Knowledge Leading Positive Change, Cleveland, October, 2006. Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Chicago, August, 2006. Research at the Base of the Pyramid: Developing a New Perspective, Ann Arbor, May, 2006. Annual Conference of the Society for Consumer Psychology, Miami-Calica Cruise, February, 2006. Institute for Financial Management and Research Winter Conference on Finance and Development, Chennai, January, 2006. International Conference – Innovative New Product Development: Engineering Meets Marketing, Chennai, December, 2005. Post International Food and Agribusiness Management Association Conference, Chicago, June, 2005. La Londe Conference on Communications and Consumer Behavior, LaLonde, France, June, 2005. Advertising and Consumer Psychology Conference, Washington, DC, May, 2005. Annual Conference of the Society for Consumer Psychology, St. Petersburg, February, 2005. Annual Conference of the Association for Consumer Research, Portland, October, 2004. Annual Conference of the Society for Consumer Psychology, New Orleans February, 2003. Annual Conference of the Association for Consumer Research, Atlanta, October, 2002. American Marketing Association Winter Marketing Educators’ Conference, Scottsdale, February, 2001. Annual Conference of the Society for Consumer Psychology, Scottsdale, February, 2001. Annual Conference of the Association for Consumer Research, Salt lake City, October, 2000. Asia Pacific Conference of the Association for Consumer Research, Gold Coast, March 2000. Annual Conference of the Association for Consumer Research, Columbus, October, 1999. Annual Conference of the Society for Consumer Psychology, St. Petersburg, February, 1999. Annual Conference of the Association for Consumer Research, Montreal, October, 1998. American Marketing Association Summer Marketing Educators’ Conference, Boston, August, 1998. Asia Pacific Conference of the Association for Consumer Research, Hong Kong, June, 1998. Annual Conference of the Society for Consumer Psychology, Austin, February, 1998. Annual Conference of the Association for Consumer Research, Denver, October, 1997. American Marketing Association Summer Marketing Educators’ Conference, Chicago, August, 1997. Marketing and Public Policy Conference, Boston, May 1997. Advertising, Consumer Psychology, and Health Conference, Columbus, May, 1997. American Marketing Association Winter Marketing Educators’ Conference, St. Petersburg, February, 1997. Annual Conference of the Society for Consumer Psychology, St. Petersburg, February, 1997. Annual Conference of the Association for Consumer Research, Tucson, October, 1996. Asia Pacific Conference of the Association for Consumer Research, Perth, July, 1996. American Marketing Association Winter Marketing Educators’ Conference, Hilton Head, February, 1996.

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Annual Conference of the Society for Consumer Psychology, Hilton Head, February, 1996. Annual Conference of the Association for Consumer Research, Minneapolis, October, 1995. Marketing Science Conference, Sydney, July, 1995. American Marketing Association Winter Marketing Educators’ Conference, La Jolla, February, 1995. Annual Conference of the Association for Consumer Research, Boston, October, 1994. Annual Conference of the Society for Consumer Psychology, St. Petersburg, February, 1994. Annual Conference of the Association for Consumer Research, Nashville, October, 1993. Marketing and Public Policy Conference, East Lansing, June, 1993 Marketing Science Conference, St. Louis, March, 1993. Annual Conference of the Association for Consumer Research, Vancouver, October, 1992. Annual Conference of the Association for Consumer Research, Chicago, October, 1991. Conference on Teaching, Notre Dame, June, 1991. Annual Conference of the Association for Consumer Research, Boston, October, 1987. Other Formal Development Stakeholder Marketing Meeting, Aspen Institute, Aspen, September, 2007 Pricing Camp, University of Illinois, Monticello, May, 2007. Pricing Camp, University of Illinois, Monticello, May, 2005. Converse Symposium, University of Illinois, Monticello, May, 2004. Pricing Camp, University of Illinois, Monticello, May, 2003. Sudman Symposium, Allerton Park, University of Illinois, Monticello, May, 2001. Converse Symposium, University of Illinois, Urbana-Champaign, May, 2000. Pricing Camp, University of Illinois, Urbana-Champaign, September, 1997. Converse Symposium, University of Illinois, Monticello, May, 1996. Marketing Technology Symposium, University of Illinois, Urbana-Champaign, October, 1995. Advanced Information Technology Seminar, University of Illinois, Urbana-Champaign, May, 1995. Marketing Science Institute Meeting, Boston, September, 1993. American Marketing Association Doctoral Consortium, University of Illinois, Urbana-Champaign, August, 1993. Marketing Science Institute Meeting, Boston, May, 1993. Converse Symposium, University of Illinois, Urbana-Champaign, May, 1992. Haring Symposium, Bloomington, Indiana, April, 1991. Dean’s Teaching Seminars, College of Commerce and Business Administration, University of Illinois, Urbana-Champaign, 1990-97. American Marketing Association Doctoral Consortium, Harvard University, August, 1989. Haring Symposium, Bloomington, Indiana, April, 1989.

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INSTRUCTIONAL INNOVATIONS AND DEVELOPMENTS Product and Market Development for Subsistence Marketplaces - A year-long inter-disciplinary graduate-level course on subsistence marketplaces with an international immersion experience; Sustainable Product and Market Development for Subsistence Marketplaces, has been offered now for 7 years. This course was recently rated one of the top entrepreneurship courses by Inc. magazine. New product development lab courses are not new; however, what is new here is the pioneering attempt to design a course that focuses on developing products and services to serve the needs of those living in subsistence marketplaces. Students in business, engineering, industrial design and other areas spend the Fall semester understanding subsistence marketplaces through immersion in this context and through emersion of business principles. Five weeks of virtual immersion in subsistence contexts in Fall include a poverty simulation, analysis of interviews of subsistence individuals, analysis of life circumstances in subsistence, development of conceptual models of poverty, low-literacy, and consequences, and development of conceptual models of needs, products, and market interactions of subsistence individuals. The next six weeks are spent in emersion of principles using a rich set of cases, and guest speakers ranging from social workers to technologists and entrepreneurs. In parallel, student groups are formed to balance technical and business skills and match interests with our company sponsors. Student groups generate and evaluate a long list of possible ideas, and narrow them down to a smaller set. The final weeks of the semester are spent on designing market research to be conducted during a field trip. The class travels for immersion in the context and to conduct market research during part of the winter break. The field trip has been conducted in urban areas including Chennai, Bangalore, Hyderabad, Delhi, Agra, and Jabalpur, as well as rural areas of India. Students observe households in urban and rural subsistence contexts, as well as retail and wholesale outlets. Students interview low-literate, low-income individuals in urban and rural settings regarding product ideas for group projects. Students also visit educational institutions, non-profit organizations, and corporations engaged in the development of innovative programs and technologies for subsistence contexts. The field trip geared to visiting the environment of the urban and rural poor requires considerable planning and rehearsal, and has been a transformative learning experience for the students. Spring semester is spent developing and testing concepts, developing workable prototypes, and developing manufacturing, marketing and business plans. To date, 22 projects with a variety of small startups, social enterprises, and large corporations have been completed. Business 101 Module on Sustainable Businesses for Subsistence Marketplaces - We have piloted and scaled a Business 101 module for first semester undergraduate students on developing sustainable businesses for subsistence contexts with ongoing efforts to scale it to all incoming business students. The focus of this course is to enable appreciation for professional responsibility in business practice. At the heart of professional responsibility for the 21st century is the need to appreciate diverse perspectives across the globe and imagine circumstances beyond one’s immediate experience, while working toward a better world. This module combines the twin issues of sustainability and poverty alleviation to propose a module on professional responsibility organized around a central, interdisciplinary business function, i.e., product development. The radically different context of subsistence and the emphasis on sustainable solutions provides a very challenging setting in which to address issues of

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professional responsibility. Students participate in a poverty simulation, and analyze interviews and videos to understand the subsistence contexts. Using a number of assignments and class discussions to understand subsistence and sustainability, groups generate product ideas, develop a business plan and make presentations. Sustainable Marketing/Business Enterprises – This course for first year MBA students on sustainable marketing enterprises was piloted in 2008 and has been offered since, with an online course on the same topic also introduced for undergraduate students. At the dawn of the 21st century, business and society is confronted with a confluence of factors ranging from environmental degradation, widespread poverty, and the need for renewable sources of energy. The diverse sources of information that point to an uncertain future suggests that a “business as usual” approach has to be replaced with more proactive alternatives that address the needs of the environment, consumer welfare and community development. We designed a course on sustainable marketing management that begins to address these issues and engender an appreciation among our students for the challenges that lie ahead for businesses. The purpose of this class is to explore current challenges and opportunities facing firms in area of sustainability. Through lectures, case discussions, guest speakers, and a course-long project, each week we examine and critically evaluate contemporary trends in sustainable marketing business practices with respect to environmental protection, community/economic development and consumer welfare. Using the realm of sustainable business practices, we address related issues of incorporating social values into business objectives, social responsibility and the need to meet triple bottom lines relating to people, planet, and profit. We view the term sustainability in the broadest sense as it relates to the need to conserve and use natural resources to maximize individual and societal welfare for present and future generations. Global Business Horizons - This course on Global Business Horizons for the Executive MBA program offered for the first time beginning in 2011 engenders an appreciation for the global challenges as well as opportunities that lie ahead and the important role that businesses can play in addressing these challenges. This course consists of two immersive and interactive modules organized around understanding global challenges and designing business solutions on the topics of poverty and environmental sustainability. The first module entitled Sustainable Businesses for Subsistence Marketplaces focuses on understanding subsistence marketplaces and designing business solutions for the 4 billion living in poverty in the global marketplace. To develop understanding of subsistence marketplaces, we use exercises to enable participants to view the world from the eyes of subsistence consumers and entrepreneurs, facilitate bottom-up understanding generated by participants, and provide insights from extensive research. To envision solutions for subsistence marketplaces, we use group assignments as well as a project involving the development of a solution and a business plan to serve a need. The second module entitled Sustainable Businesses Enterprises explores current challenges and opportunities facing firms in the area of environmental sustainability. Through interactive exercises and discussions and a project, we examine topics such as unsustainable consumer behavior, sustainable product design, and sustainable supply chains, and develop a sustainable business plan. Tying the two modules together is the arena of emerging markets with poverty alleviation, upward mobility, and burgeoning middle-class segments, and associated issues of consumption and sustainability.

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Engineering for Global Development This course for first semester undergraduate engineering students focuses on developing products to serve the needs of those living in low-income communities, domestically and internationally. Rather than begin with a predetermined technology, this course teaches students to be bottom-up in beginning with life circumstances and cultural issues and then using such understanding to design engineering solutions. First-year engineering students are introduced to concepts of product development and designing for unfamiliar concepts in order to give them a global perspective where people’s needs are not consistent with their own. As they progress through the engineering curriculum, this concept provides them with a wider perspective of the world and their potential future within it.

Research Methods in Business Administration (A course on Research Methods in Business Administration, for doctoral students in business administration developed and taught from 1993 to present) - This course aims to provide a foundation for designing and using methods to perform empirical research in business areas. The seminar is structured around a framework of measurement principles covered in the first part of the course which is used as a foundation for the second part of the course devoted to discussing issues about specific methods such as experimental designs and survey designs. The third part of the course covers some miscellaneous issues in research methods and presentations by students. Some topics covered include Principles of measurement (Introduction to measurement, Reliability in measurement, Validity in measurement, Using structural equation modeling in measurement, and Measurement applications in business) and Specific research methods (Validity of research designs, Experimental research designs, Survey research designs, and Qualitative research designs). The foundation of the course is on understanding the nature of measurement error and following this line of reasoning through to implications for measure and method development. Numbers analyzed through statistical procedures can be precise, concrete, and sometimes illusive. What numbers mean and where they came from is in central focus in this course. The unique perspective of this course is in emphasizing conceptual understanding of measurement and research design as distinct from traditional approaches that emphasize a statistical orientation without sufficient conceptual examination of the meaning of measurement error. Marketing Research (A marketing elective for undergraduate students on marketing research taught from 1992 to 2007) - This course involves a marketing research project and numerous cases to provide students with hands-on experience. The students work in developing all phases of their projects from start to finish. In an effort to involve students in “real” projects, we contact organizations in the community. As a result, several student groups work with organizations in the community or university offices. Further, approximately a third of the classes are held at a computer lab where students complete exercises that facilitate experiential learning using appropriate software. This is an important element of the course, given the nature of course content which requires an understanding of research concepts as well as its application. Marketing Management (A core course for MBA students on marketing management taught from 1990 to 1992) - This course consisted of several facets such as case presentations and discussions, and a simulation game. In all, about ten Harvard Business School cases were used,

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with each student being responsible for the analyses and presentation of two cases as a part of group work. A simulation game was also used where students were required to participate as companies in a competitive environment over several periods in time and make resource allocation decisions. Students also completed a market research assignment where they were required to collect and analyze information about a specific industry.

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TEACHING SCHEDULE

Semester Course No. Enrollment ICES #1* ICES #2**

Product and Market Development for Subsistence Marketplaces

FALL ’12 BA532

FALL’12 BA395

SPRING ’12 BA533 18 4.6/5 4.8/5

SPRING ’12 BA395 9 4.7/5 4.7/5

FALL ’11 BA532 21 4.6/5 4.5/5

FALL ’11 BA395 9 4.6/5 4.7/5

SPRING ’11 BA533 20 4.7/5 4.7/5

FALL ’10 BA532 24 4.7/5 4.5/5

SPRING ’10 BA590 23 4.8/5 5.0/5

FALL ’09 BA590 25 4.7/5 5.0/5

SPRING ’09 BA590 18 4.5/5 4.4/5

FALL ’08 BA590 19 4.4/5 4.1/5

SPRING ’08 BA590 12 4.8/5 4.5/5

FALL ’07 BA590 12 4.7/5 4.8/5

SPRING ‘07 BA590 12 5.0/5 4.6/5

FALL ‘ 06 BA590 16 4.5/5 4.3/5

Sustainable Business Enterprises (for undergraduates)

FALL ’12 (Online) ENSU303 18 4.6/5 4.7/5

SPRING ‘10 BA395 13 4.6/5 4.2/5

Sustainable Marketing/Business Enterprises

SPRING ’12 MBA505 21 4.8/5 4.6/5

SPRING’11 MBA505 36 4.3/5 4.1/5

SPRING ‘10 MBA505 14 4.6/5 4.6/5

SPRING ‘09 MBA505 22 4.4/5 4.5/5

SPRING ‘08 MBA505 19 4.2/5 4.1/5

* Question on overall rating of instructor used by the Univ. of Illinois for faculty evaluation (5 = Exceptionally high) ** Question on overall rating of course (5 = Exceptionally high)

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Research Methods for Doctoral Students

FALL ’12 BA507

FALL ’10 BA507 6 4.7/5 4.7/5

FALL ’09 BA507 16 4.8/5 4.9/5

FALL ’08 BA507 4 4.5/5 5.0/5

FALL ’07 BA507 9 4.5/5 4.6/5

FALL ‘06 BA507 9 4.6/5 3.9/5

FALL ‘05 BA507 9 5.0/5 4.7/5

FALL ’04 BA507 9 4.4/5 4.3/5

FALL ‘03 BA407 10 4.4/5 4.6/5 FALL ‘02 BA407 6 4.4/5 4.4/5

FALL ‘01 BA407 6 5.0/5 4.8/5

FALL ‘00 BA407 5 4.4/5 4.8/5

FALL ‘99 BA430 6 4.7/5 4.7/5

FALL ‘98 BA430 7 4.6/5 4.7/5

FALL ‘97 BA430 18 4.6/5 4.6/5

FALL ’96 BA430 5 5.0/5 4.5/5

FALL ’95 BA430 3 4.7/5 4.7/5

FALL ‘93 BA430 10 5.0/5 4.9/5

Business 101 – Module 3 (Supervision – Classes led by Section Leaders since 2008) FALL'12 - All (approx 600) incoming business undergraduates

FALL ’11 - All (approx 600) incoming business undergraduates

FALL ’10 - All (approx 600) incoming business undergraduates

FALL ’09 - All (approx 600) incoming business undergraduates

FALL ’08 - Approximately 50% of incoming business undergraduates

FALL ’07 - Approximately 30 students in pilot class

Global Business Horizons for Executive MBAs

December-February 2011-12 29 4.6/5 4.5/5

Engineering for Global Development

FALL ’12 ENG198 20

Marketing Research for MBAs

FALL ’07 BA529 32 4.2/5 4.1/5

FALL ’06 BA529 22 4.6/5 4.6/5

FALL ’05 BA529 24 4.0/5 4.0/5

FALL ’04 BA529 47 4.0/5 3.9/5

FALL ‘03 BA429 36 4.4/5 4.3/5

FALL ‘02 BA429 40 3.9/5 3.7/5

FALL ‘01 BA429 36 3.9/5 3.8/5

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Marketing Research for Undergraduates

FALL ’05 BA322 37 4.5/5 4.3/5

FALL ’04 BA322 38 4.2/5 4.1/5

SPRING ’04 BA320 43 4.5/5 4.4/5

SPRING ’04 BA320 43 4.3/5 4.2/5

SPRING ’03 BA320 48 4.1/5 4.1/5

SPRING ’03 BA320 46 3.9/5 4.0/5

FALL ’01 BA320 39 4.3/5 4.3/5

FALL ’01 BA320 40 4.2/5 4.1/5

SUMMER ‘01 BA320 15 4.3/5 4.3/5

SPRING ’01 BA320 37 4.3/5 4.3/5

SPRING ’01 BA320 38 4.0/5 3.9/5

FALL ’00 BA320 33 4.3/5 4.2/5

SUMMER ‘00 BA320 16 4.4/5 4.6/5

FALL ’99 BA320 34 4.2/5 4.2/5

SUMMER ’99 BA320 19 4.5/5 4.6/5

SPRING ’99 BA320 36 4.4/5 4.3/5

SPRING ’99 BA320 22 4.1/5 4.1/5

FALL ’98 BA320 41 4.2/5 4.0/5

SPRING ’98 BA320 40 4.3/5 4.2/5

SPRING ’98 BA320 41 4.3/5 3.9/5

SPRING ’98 BA320 29 3.9/5 4.0/5

SUMMER ‘97 BA320 24 4.7/5 4.8/5

SPRING ’97 BA320 40 4.3/5 4.3/5

SPRING ’97 BA320 37 4.3/5 4.2/5

SPRING ’97 BA320 40 4.0/5 3.9/5

SUMMER ‘96 BA320 18 4.6/5 4.6/5

SPRING ’96 BA320 37 4.2/5 4.0/5

SPRING ’96 BA320 38 4.1/5 4.0/5

SPRING ’96 BA320 23 4.0/5 3.8/5

SPRING ’95 BA320 33 4.0/5 3.7/5

SPRING ’95 BA320 38 3.7/5 3.4/5

SPRING ’95 BA320 25 3.5/5 3.5/5

SPRING ‘94 BA320 39 3.9/5 3.8/5

SPRING ‘94 BA320 42 3.9/5 3.2/5

SPRING ‘94 BA320 40 3.7/5 3.4/5

SPRING ‘93 BA320 42 4.0/5 3.6/5

SPRING ‘93 BA320 33 3.7/5 3.7/5

SPRING ‘92 BA320 40 3.2/5 3.3/5

SPRING ‘92 BA320 23 3.5/5 3.5/5

Marketing Management for MBA students

FALL ‘92 BA420 73 3.9/5 3.5/5

46

FALL ‘92 BA420 74 3.9/5 3.8/5

FALL ‘91 BA420 56 3.6/5 3.6/5

FALL ‘91 BA420 57 3.3/5 3.3/5

FALL ‘90 BA420 43 4.0/5 3.8/5

FALL ‘90 BA420 49 3.5/5 3.5/5

FALL ‘90 BA420 46 4.2/5 4.1/5

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DOCTORAL DISSERTATION COMMITTEES Name Department Year Role Placement Kiju Jung Business Dissertation advisor Administration Sydney Business Reading Member Chinchanachakchoi Administration Erin Ha Business Reading Member Administration Jimmy Wong Business 2011 Reading Member Monash Administration University Elizabeth Crosby Business 2011 Reading Member Administration Esi Abbam Elliot Marketing (UIC) Reading Member Karl Dach-Gruschow Psychology 2011 Reading Member Roland Gau Business 2009 Dissertation advisor Tulane Administration University Kumar Sarangee Business 2009 Reading Member Santa Clara Administration University Avinish Chaturvedi Business 2008 Dissertation advisor Deceased Administration Carlos Torelli Business 2007 Reading Member University of Administration Minnesota Tianjiao Qiu Business 2007 Reading Member California

Administration State University, Long Beach

Naina Gupta Business 2006 Reading Member Nanyang Administration Technological

University, Singapore

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Name Department Year Role Placement Carol Packard Education 2006 Reading Member Ashok Lalwani Business 2006 Reading Member University of

Administration Texas, San Antonio

Sukki Yoon Advertising 2005 Reading Member Cleveland

State University

Hila Riemer Business 2005 Dissertation Ben-Gurion Administration Advisor University Linda Tuncay Business 2005 Reading Member Loyola Administration University Gi-du Kang Leisure Studies 2004 Reading Member Lan Xia Business 2003 Reading Member Bentley

Administration College Jun-Yong Kim Business 2003 Reading Member University of Central

Florida Regina McNally Business 2002 Reading Michigan Administration Member State

University Martin Nunlee Business 2002 Reading Syracuse Administration Member University James Harris Business 2001 Dissertation Universidade

Administration advisor Nova Economia, Lisbon,

Portugal Thomas Costello Business 2000 Reading Lehigh Administration member University Gui-Rong Teng Psychology Inactive Reading Ph.D. to be member completed

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Name Department Year Role Placement Chung-kue Hsu Business 1998 Reading Rutgers Administration member University In Lee Business 1998 Reading Seton Hall Administration member (Decision Information Systems) Kilsun Kim Business 1998 Reading Middle Administration member Tennessee (Decision State Information Systems) University Lawrence Hamer Business 1996 Reading DePaul Administration member University Rajneesh Suri Business 1996 Reading Northern Administration member State

University Kwon Jung Business 1995 Dissertation National Administration advisor University, Singapore Marielza Martins Business 1995 Reading Returned to Administration member Brazil Wai-kwan Li Business 1994 Reading University of Administration member Texas, Pan- American Eve Caudill Business 1994 Reading University of Administration member Notre Dame * Dissertations in business administration are in marketing unless otherwise stated.

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INDEPENDENT STUDY STUDENTS Name Department Year Srinivas Venugopal Business 2012 Emily Miller Industrial Design 2012 Emilia Poppe Business 2011 Hari Krishna Rao Business 2011 Srinivas Venugopal Business 2010 Jennifer Koys Business 2009 Naren Balandhandayutham Engineering 2008 Jeanette Lee Economics 2007 Susan Byrd Business Administration 2006, 2007 Ayush Choudhary Business Administration 2006, 2007 Katherine Bronars Business Administration 2005 Sushma Shenoy Business Administration 2005 Shaleen Aghi Accountancy 2004, 2005 Marian Speechley Business Administration 2004 Lingga Purnama Business Administration 2002 Natalie Swartz Business Administration 2002 Elizabeth Fanning Business Administration 2002 Sheetal Shah Business Administration 2002 Kevin Sanford Business Administration 2001 Hsin-Ping Hsiung Engineering 2001 Christopher Tutor Finance 1998 Pooja Gupta Business Administration 1998 Gregory Olenick Business Administration 1998 Christine Vitug Business Administration 1998 Kessara Amornvuthivorn Labor & Industrial Relations 1997 John Mufti Business Administration 1997 Jay Greenberg Business Administration 1993 Glen Hoch Business Administration 1992 EXECUTIVE EDUCATION "Designing Sustainable Enterprises From the Bottom-Up," Workshop Session, Indian Institute of Sustainable Enterprise, August, 2012. "Understanding and Designing Solutions for Subsistence Marketplaces", Session for Managers from State Farm, June, 2012. "Global Business Horizons", Workshop for Managers from China, December, 2011 "Global Business Horizons", Workshop for Managers from China, November, 2011 “Learning From and Designing Bottom-Up Solutions For Subsistence Marketplaces,” A Workshop for John Deere Managers, August, 2011.

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“Entrepreneurship in Emerging Markets: Understanding Market Segments Across the Income Divide,” A Workshop for Entrepreneurs from China, October, 2010. “Understanding and Designing Solutions for Subsistence Marketplaces, ” A Workshop for Wrigley Managers, September, Chicago, 2010,. “Success in Emerging Markets,” A Workshop for Managers, March, Chicago, 2010. “Research Design for Holistic Rural Transformation,” July, 2008, A Workshop for the Byrraju Foundation, Hyderabad, India. “Marketing Research and Subsistence Markets”, March, 2007, Marketing Lectures for Agricultural Bank of China, 2 sessions, University of Illinois, Champaign. “Marketing Research and Subsistence Markets”, August, 2006, Marketing Lectures for Bank of China, 2 sessions, University of Illinois. “Marketing Research”, August, 2005, Marketing Lectures for Agricultural Bank of China, 2 sessions, University of Illinois Champaign. “Marketing Research”, June, 2005, Marketing Lectures for Agricultural Bank of China, 1 session, University of Illinois, Champaign. “Marketing Research”, November, 2004, Bank Marketing Program, Bank of China, 1 session, University of Illinois, Champaign. SERVICE Marketing Area Member, Strategic Action Committee, 2004-2008. Chair, PhD Curriculum Revision Committee, 2002-03. Member, Marketing Area Sheth Funds Committee, 2002-05. PhD Admissions Committee, 1995, 1996, 1997, 1998, 2003, 2005. Faculty Recruiting Committee, 1990, 1999, 2002, 2004-05. Chair, Undergraduate Curriculum Revision Committee, 1998-99. Member, Planning Committee, and Resident Faculty, for the American Marketing Association Doctoral Consortium, University of Illinois, August, 1993. Coordinator, Marketing Seminar Series, Department of Business Administration, University of Illinois, 1992-94.

52

Department Coordinator, Marketing Area, Department of Business Administration, University of Illinois, 1998-99, 2011-12. Member, Graduate Studies Committee, Department of Business Administration, University of Illinois, 2010-12. Member, Departmental Advisory Committee, Department of Business Administration, University of Illinois, 2003-05, 2009-10, 2011-13. Member, and Chair (Director of Graduate Studies), Graduate Studies Committee, Department of Business Administration, University of Illinois, 2003-08. Member, Undergraduate Studies Committee, Department of Business Administration, University of Illinois, 2000-01. Member, Undergraduate Studies Committee, Department of Business Administration, University of Illinois, 1998-99. Director, Behavioral Lab, and Member, Behavioral Lab Committee, Department of Business Administration, University of Illinois, 1996-99. Member, Human Subjects Committee, Department of Business Administration, University of Illinois, 1995-99. College Member, College Executive Committee, 2010-11. Member, Department of Business Administration Head Search Committee, College of Commerce and Business Administration, University of Illinois, 2002-03, 2011-12. Organizer, Sudman Fund and Sudman Symposium. College of Commerce and Business Administration, University of Illinois, 2000-2002. Member, Educational Policy Committee, College of Commerce and Business Administration, University of Illinois, 2000-01, 2008-10. Member, Department of Business Administration Head Search Committee, College of Commerce and Business Administration, University of Illinois, 1998-99. Proposal Author and Organizer, Center for Advanced Study MillerComm Campus-Wide Lecture by Jagdish N. Sheth (Charles H. Kellstadt Professor of Marketing, Emory University) entitled “Fifty Years After Independence: India’s Evolving Role in Transforming the Global

53

Economy,” and Organizer of College-Wide Lecture entitled “The Future of Business Education,” April, 1998. Member, Academic Integrity Committee, College of Commerce and Business Administration, University of Illinois, 1997-99. Organizer, Reception to Commemorate the 60th Anniversary of the Founding of the American Marketing Association at Urbana-Champaign, Hosted by the University of Illinois at the American Marketing Association Summer Marketing Educators’ Conference, Chicago, August, 1997. Member, MBA Policy Advisory Committee, and MBA Admissions Committee, College of Commerce and Business Administration, University of Illinois, 1990-92. University

Member, Steering Committee for Center for a Sustainable Environment, 2012-13.

Member, Technology Entrepreneurship Center Review Committee, 2012.

Member, Committee on Study Abroad Program Review, 2012-13.

CoChair – Visioning Committee for Center for a Sustainable Environment, 2012.

Member, Area and International Studies Committee, 2011-12.

Member, Gender Equity Council, 2010-11.

CoChair – Sustainability Education Task Force, Office of the Chancellor, 2010; Task force developed learning outcomes of what every student at Illinois should know about sustainability; developed themes on sustainability for General Education; developed list of courses and minors and identified gaps; developed website to house information developed; developed recommendations for university.

Member, Committee on Extended Education and External Degrees, 2009-11.

Faculty Advisor – Net Impact, 2007-.

Member, Pathways in Undergraduate Education Committee, Spring, 2007.

Member, General Education Board, University of Illinois, 2003-2005, 2008-10.

Member, Faculty Advisory Committee, Survey Research Laboratory, University of Illinois,

2002-05.

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Panel Member, Academic Life Session, Office of International Student Affairs Orientation,

August, 2000. Faculty Advisor – ASHA, Registered Student Organization, 1999-. Alcohol Education Team – Social Marketing Sub-group, 1999. Discipline Secretary-Treasurer, Society for Consumer Psychology, 2001-2002. Conference Chair, American Marketing Association Winter Marketing Educators’ Conference, February, 2001. Membership Chair, Society for Consumer Psychology, 1999-2000. Conference Chair, Annual Conference of the Society for Consumer Psychology, St. Petersburg, February, 1999. Chair, Consumer Behavior Special Interest Group, American Marketing Association, 1996-00. Co-Chair, Consumer Behavior Track, American Marketing Association Winter Marketing Educators’ Conference, St. Petersburg, 1997. Member, Society for Consumer Psychology Conference Committee, 1997-99. Community Member (2002-06)/Chair (2004-06), Marketing Committee, and Member of Board of Directors (2005-11), United Way of Champaign County. Director, Marketplace Literacy Project, 2003-. Lecture on Marketing, Community Collaboration for Economic Development Workshop, Champaign, November, 2007.

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ITEMS NOT INCLUDED IN CATEGORIES ABOVE Articles/Mentions in magazines and newspapers Article and Podcast - “Emerging Lessons - For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible,” Wall Street Journal Online, October 20, 2008. “Mapping Out New Markets,” Perspectives, Spring 2007, 12-15. “Program helping poor in India become better informed buyers, sellers,” Inside Illinois, April 5, 2007. “University course offers look at marketplace literacy,” Daily Illini, April 3, 2007. “Two Views of C. K. Prahalad’s The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits,” The Illinois International Review, Issue 3, Fall, 2006. “Functionally Illiterate Consumers: A Sizable and Neglected Market Segment,” Article written for the Association for Consumer Research website, http://www.acrwebsite.org/fop/index.asp?itemID=107 , April 2005. “Illiterate Buyers Use Coping Techniques,” Marketing News, January, 2005. “Literacy and the Global Marketplace,” Illinois Business Perspectives, Spring 2003, v2 (1), 9. 2-3 & 24. “Literacy, Literate Versus Functional,” Chennaionline (An online news website in Chennai, India), http://www.chennaionline.com/education/2003/education19.asp, March 16, 2003. “Not All Consumer are Created Equal,” Results, v5 (1), Fall 2001, p. 3-4. “The Plight the Functionally Illiterate Face at the Grocery Store,” Op-ed Article, News-Gazette, May 2001. “Shoppers Who Can’t Read Prices Make Unwise Buying Decisions,” by Mark Reutter, Inside Illinois, April 19, 2001. Research on numerical and verbal product information was reported in Business Week, July, 1992.