Assistant Professor, Medill School (IMC Department),
Northwestern University, USA
Vijay Viswanathan is currently an Assistant Professor, Integrated Marketing Communications at Medill School, Northwestern University. He earned his Ph.D. from Emory University, Atlanta in 2010. Vijay obtained his BE Mechanical Engineering from BITS Pilani in 1998 and Master International Business from Indian Institute of Foreign Trade, New Delhi in 2000. Prior to his PhD, he worked as a product manager at Olam International, Hindustan Unilever and ICICI Bank.
His research currently focuses on issues related to branding, media consumption and customer decision making. Vijay has published his work in several marketing, communications and science journals and shared his work at numerous conferences with academics and practitioners around the world. His research is generally empirical in nature and involves the use of quantitative models to test and develop new theories that provide a better understanding of consumer behavior.