Tanawat Hirunyawipada

Associate Professor

Full-Time Faculty


Email: Tanawat Hirunyawipada
Phone: 937-229-3721

Miriam Hall 803

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

  • Marketing strategy
  • New product development
  • Corporate sustainability commitment and firm performance

Selected Publications

  • Hirunyawipada, Tanawat and Guiyang Xiong (2018), "Corporate Environmental Commitment and Financial Performance: Moderating Effects of Marketing and Operations Capabilities,” Journal of Business Research, forthcoming.
  • Paswan, Audhesh K., Tanawat Hirunyawipada, and Pramod Iyer (2017), "Opportunism, Governance Structure and Relational Norms: An Interactive Perspective," Journal of Business Research, 77 (April), 131-139.
  • ​​Durmusoglu, Serdar S., Tanawat Hirunyawipada, and Regina C. McNally (2017), “New Product Development Process Implementation in a Business-to-Business Firm: The Driving and Moderating Factors for Improved Program Performance and Time-to-Market,” Journal of Business-to-Business Marketing, 24 (April), 35-56.
  • Hirunyawipada, Tanawat, Audhesh K. Paswan, and Charles Blankson (2015), “Toward the development of new product ideas: Asymmetric Effects of Team Cohesion on New Product Ideation,” Journal of Business and Industrial Marketing, 30(7), 855-866.
  • 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 (May), 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), “Perceived Risk and Consumer Innovativeness Hierarchy: An Empirical Study of Resistance to High Technology Product Adoption,” Journal of Consumer Marketing, 23 (4/5), 182-198.

Editorial Review Board Member

  • Journal of the Academy of Marketing Science, 2016-present
  • Journal of Global Scholars of Marketing Science, 2017-present