Directory

Degrees

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

Research Interests

• Corporate sustainability commitment and firm performance
• Health care and pharmaceutical marketing
• Marketing strategy
• New product development

Selected Publications

• 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.

Editorial Review Board Member

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