| Measurement Error and Research Design M Viswanathan | 488 | 2005 |
| Decision making and coping of functionally illiterate consumers and some implications for marketing management M Viswanathan, JA Rosa, JE Harris Journal of marketing 69 (1), 15-31, 2005 | 409 | 2005 |
| Exchanges in marketing systems: the case of subsistence consumer–merchants in Chennai, India M Viswanathan, JA Rosa, JA Ruth Journal of marketing 74 (3), 1-17, 2010 | 388 | 2010 |
| Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy M Viswanathan, S Sridharan, R Ritchie, S Venugopal, K Jung Journal of Public Policy & Marketing 31 (2), 159-177, 2012 | 262 | 2012 |
| Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in I ndia M Viswanathan, S Sridharan Journal of Product Innovation Management 29 (1), 52-69, 2012 | 245 | 2012 |
| Measuring speech quality for text-to-speech systems: development and assessment of a modified mean opinion score (MOS) scale M Viswanathan, M Viswanathan Computer speech & language 19 (1), 55-83, 2005 | 230 | 2005 |
| Subsistence entrepreneurship, value creation, and community exchange systems: A social capital explanation M Viswanathan, R Echambadi, S Venugopal, S Sridharan Journal of Macromarketing 34 (2), 213-226, 2014 | 220 | 2014 |
| Understanding how product attributes influence product categorization: development and validation of fuzzy set-based measures of gradedness in product categories M Viswanathan, TL Childers Journal of Marketing Research 36 (1), 75-94, 1999 | 211 | 1999 |
| Marketing in subsistence marketplaces: consumption and entrepreneurship in a South Indian context S Sridharan, M Viswanathan Journal of Consumer Marketing 25 (7), 455-462, 2008 | 204 | 2008 |
| Product and market development for subsistence marketplaces: Consumption and entrepreneurship beyond literacy and resource barriers M Viswanathan, JA Rosa Product and market development for subsistence marketplaces, 1-17, 2007 | 197 | 2007 |
| Ingraining product-relevant social good into business processes in subsistence marketplaces: The sustainable market orientation M Viswanathan, A Seth, R Gau, A Chaturvedi Journal of Macromarketing 29 (4), 406-425, 2009 | 183 | 2009 |
| Designing marketplace literacy education in resource-constrained contexts: Implications for public policy and marketing M Viswanathan, S Sridharan, R Gau, R Ritchie Journal of Public Policy & Marketing 28 (1), 85-94, 2009 | 179 | 2009 |
| Maximum versus meaningful discrimination in scale response:: Implications for validity of measurement of consumer perceptions about products M Viswanathan, S Sudman, M Johnson Journal of Business Research 57 (2), 108-124, 2004 | 145 | 2004 |
| Commentary on “common method bias in marketing: Causes, mechanisms, and procedural remedies” M Viswanathan, U Kayande Journal of Retailing 88 (4), 556-562, 2012 | 143 | 2012 |
| Understanding product and market interactions in subsistence marketplaces: A study in South India M Viswanathan Product and market development for subsistence marketplaces, 21-57, 2007 | 130 | 2007 |
| The measurement of intergenerational communication and influence on consumption: Development, validation, and cross-cultural comparison of the IGEN scale M Viswanathan, TL Childers, ES Moore Journal of the Academy of Marketing Science 28 (3), 406-424, 2000 | 127 | 2000 |
| Understanding and facilitating the usage of nutritional labels by low-literate consumers M Viswanathan, M Hastak, R Gau Journal of Public Policy & Marketing 28 (2), 135-145, 2009 | 120 | 2009 |
| Subsistence and sustainability: From micro-level behavioral insights to macro-level implications on consumption, conservation, and the environment M Viswanathan, K Jung, S Venugopal, I Minefee, IW Jung Journal of Macromarketing 34 (1), 8-27, 2014 | 110 | 2014 |
| Transformative subsistence entrepreneurship: a study in India S Sridharan, E Maltz, M Viswanathan, S Gupta Journal of Macromarketing 34 (4), 486-504, 2014 | 104 | 2014 |
| Enabling consumer and entrepreneurial literacy in subsistence marketplaces M Viswanathan, S Gajendiran, R Venkatesan Springer Science & Business Media, 2008 | 102 | 2008 |
