Vijay  Viswanathan

Assistant Professor

Education

Ph.D., Emory University

Office

3-103

Phone

847-467-0869

Email

vijay-viswanathan@northwestern.edu

Course Info

IMC 452: Marketing Management

Research

 Research Focus:
Brand Management, Marketing Strategy, Marketing Mix Models
Affiliations:
American Marketing Association
Institute for Operations Research and the Management Sciences
 

Awards / Professional Organizations

2010    Goizueta Fellow, The Goizueta Foundation.
2009     Fellow, AMA-Sheth Foundation Doctoral Consortium Fellow, Georgia State University.
2007     Sheth Doctoral Fellow, Emory University.
 

Publications / Presentations

 “The Impact of Breadth and Depth of Brand Hierarchy on Individual Brand Performance,” with Douglas Bowman (to be shortly submitted).

“The Portfolio of Product-Market Brand Equity Outcomes as an Explanation for Firm Value and Volatility,” with Douglas Bowman (being revised for resubmission).

Working Papers:
“The Effect of Within-Category Incongruity and Across-Category Typicality on Individual Brand Performance,” with Douglas Bowman.

“From Clicks to Bricks: Analysis of Buyer-Seller Behavior in Offline Channels,” with Manish Tripathi.