Madhu Viswanathan (B.Tech, Mechanical Engineering, IIT, Madras, 1985; Ph.D. (Marketing), University of Minnesota, 1990) Professor of Marketing, College of Business Administration at Loyola Marymount University in 2019 Professor Emeritus, Gies College of Business, University of Illinois, Urbana-Champaign. His research programs are on measurement, and subsistence marketplaces, where he has authored several books including Measurement Error and Research Design (Sage, 2005), Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces (Springer, 2008), Subsistence Marketplaces (2013)