Tanawat Hirunyawipada

Contact Information

Tanawat Hirunyawipada

Assistant Professor

  • Full-Time Faculty

Courses Taught

  • MKT 301 - Principles of Marketing
  • MKT 440 - Global Marketing
  • MBA 639 - Global Marketing


  • University of North Texas, PhD.
  • National Institute of Development Administration, MBA
  • Chiang Mai University, B. Eng.

Research Interests

  • New product development
  • Marketing strategy
  • Marketing and firm performance

Selected Publications

  • Hirunyawipada, T., A. K. Paswan, and C. Blankson (2014), “Toward the development of new product ideas: Asymmetric Effects of Team Cohesion on New Product Ideation,” forthcoming at Journal of Business & Industrial Marketing
  • Hirunyawipada, Tanawat and Audhesh K. Paswan (2013), “Effects of Team Cognition and Constraint on New Product Ideation,” Journal of Business Research, 66 (November), 2332–2337.
  • Hirunyawipada, Tanawat, Michael Beyerlein, and Charles Blankson (2010), "Cross-functional integration as a knowledge transformation mechanism: Implications for new product development," Industrial Marketing Management, 39 (4), 650-60.
  • Troy, Lisa C., Tanawat Hirunyawipada, and Audhesh K. Paswan (2008), “Cross-Functional Integration and New Product Performance: An Empirical Analysis and Findings,” Journal of Marketing, 72 (November), 132-146.
  • Hirunyawipada, Tanawat and Audhesh K. Paswan (2006), “Consumer Innovativeness and Perceived Risk: Implications for High Technology Product Adoption,” Journal of Consumer Marketing, 23 (4), 182–198.