Tanawat Hirunyawipada

Tanawat (“Tom”) Hirunyawipada is a Professor of Marketing in the Department of Management & Marketing at the University of Dayton’s School of Business Administration. Tom’s works have been published in highly reputable journals in marketing, including the Journal of Marketing and Journal of Marketing Research, as well as several other well-known journals.

He has taught various marketing courses and served on the Editorial Review Board of the Journal of the Academy of Marketing Science. Tom’s research focuses on the interface between marketing and finance, health care and pharmaceutical marketing, product innovation, and corporate sustainability.

• MKT 301 - Principles of Marketing
• MKT 440 - Global Marketing
• MKT 441 - Marketing Analytics
• MKT 450 - Buyer Behavior & Market Analysis
• MBA 639 - Global Marketing

• Corporate sustainability commitment and firm performance
• Health care and pharmaceutical marketing
• Marketing strategy
• Product innovation

• University of North Texas, PhD (Marketing)
• National Institute of Development Administration, MBA (Financial Management)
• Chiang Mai University, B. Eng. (Environmental Engineering)

• Hirunyawipada, T., Zolfagharian, M., Pan Y., Chaudhuri, M. (2026). The Interactive Effect of Physician–Hospital Organization and External Environment on Patient Satisfaction. Journal of Marketing Research, 63 (3), 560-83.
• Chaudhuri*, M., Hirunyawipada*, T., Pan, Y. (2025). Managing Pharmaceutical Promotion Mix in the Rise of Social Media. Psychology & Marketing, 42 (3), 702-26.
  * The first two authors share co-first authorship. Their names are listed in alphabetical order.
  
• Chaudhuri*, M., Hirunyawipada*, T., Pan, Y. (2024). How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry. European Journal of Marketing, 58 (11), 2508-2538.
  * The first two authors share co-first authorship. Their names are listed in alphabetical order.

• Hirunyawipada, T., Pan, Y. (2020). When Will Going Green Enhance Firm Performance?, Journal of Marketing Theory and Practice, 28 (3), 226-241

• Hirunyawipada, T., Xiong, G. (2018). Corporate Environmental Commitment and Financial Performance: Moderating Effects of Marketing and Operations Capabilities. Journal of Business Research, 86 (May), 22-31.
• Paswan, A. K., Hirunyawipada, T., Iyer, P. (2017). Opportunism, Governance Structure and Relational Norms: An Interactive Perspective. Journal of Business Research, 77(April), 131-139.
• ​​Durmusoglu, S. S., Hirunyawipada, T., McNally, R. C. (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, T., Paswan, A. K., Blankson, C. (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, T., Paswan, A. K. (2013). Effects of Team Cognition and Constraint on New Product Ideation. Journal of Business Research, 66(November), 2332-2337.
• Hirunyawipada, T, Beyerlein, M., Blankson, C. (2010). Cross-Functional Integration as a Knowledge Transformation Mechanism: Implications for New Product Development. Industrial Marketing Management, 39(May), 650-60.
• Troy, L. C., Hirunyawipada, T., Paswan, A. K. (2008). Cross-Functional Integration and New Product Performance: An Empirical Analysis and Findings. Journal of Marketing, 72(November), 132-146.
• Hirunyawipada, T., Paswan, A. K. (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.

• Journal of the Academy of Marketing Science, 2016-present