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

  • Durmusoglu, Serdar S., Tanawat Hirunyawipada, and Regina C. McNally (2016), “New Product Development Process Implementation in a Business-to-Business Firm: the Driving and Moderating Factors for Improved Program Performance and Time-to-Market,” forthcoming at the Journal of Business-to-Business Marketing

  • 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.