| Measurement error and research design M Viswanathan Sage, 2005 | 465 | 2005 |
| Measurement Error and Research Design M Viswanathan | 465 | 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 | 384 | 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 | 364 | 2010 |
| 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 | 246 | 2012 |
| 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 | 243 | 2012 |
| 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 | 243 | 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 | 217 | 2005 |
| 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 | 205 | 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 | 202 | 2008 |
| 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 | 200 | 2014 |
| 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 | 187 | 2007 |
| 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 | 187 | 2007 |
| 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 | 183 | 2007 |
| 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 | 183 | 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 | 173 | 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 | 169 | 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 | 135 | 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 | 127 | 2012 |
| Understanding product and market interactions in subsistence marketplaces: A study in South India M Viswanathan Product and market development for subsistence marketplaces 20, 21-57, 2007 | 127 | 2007 |
