| Consumer innovativeness and perceived risk: implications for high technology product adoption T Hirunyawipada, AK Paswan Journal of consumer marketing 23 (4), 182-198, 2006 | 675 | 2006 |
| Cross-functional integration and new product success: an empirical investigation of the findings LC Troy, T Hirunyawipada, AK Paswan Journal of marketing 72 (6), 132-146, 2008 | 508 | 2008 |
| Cross-functional integration as a knowledge transformation mechanism: Implications for new product development T Hirunyawipada, M Beyerlein, C Blankson Industrial Marketing Management 39 (4), 650-660, 2010 | 192 | 2010 |
| Corporate environmental commitment and financial performance: Moderating effects of marketing and operations capabilities T Hirunyawipada, G Xiong Journal of Business Research 86, 22-31, 2018 | 118 | 2018 |
| Opportunism, governance structure and relational norms: An interactive perspective AK Paswan, T Hirunyawipada, P Iyer Journal of Business Research 77, 131-139, 2017 | 94 | 2017 |
| Toward the development of new product ideas: asymmetric effects of team cohesion on new product ideation T Hirunyawipada, AK Paswan, C Blankson Journal of Business & Industrial Marketing 30 (7), 855-866, 2015 | 44 | 2015 |
| Effects of team cognition and constraint on new product ideation T Hirunyawipada, AK Paswan Journal of Business Research 66 (11), 2332–2337, 2013 | 39 | 2013 |
| When will going green enhance firm performance? T Hirunyawipada, Y Pan Journal of Marketing Theory and Practice 28 (3), 226-241, 2020 | 14 | 2020 |
| New product development process implementation in a business-to-business firm: The driving and moderating factors for improved program performance and time-to-market SS Durmusoglu, T Hirunyawipada, RC McNally Journal of Business-to-Business Marketing 24 (1), 35-56, 2017 | 9 | 2017 |
| How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry M Chaudhuri, T Hirunyawipada, Y Pan European Journal of Marketing 58 (11), 2508-2538, 2024 | | 2024 |
| Managing Pharmaceutical Promotion Mix in the Rise of Social Media M Chaudhuri, T Hirunyawipada, Y Pan Psychology & Marketing, 2024 | | 2024 |
| When Will Going Green Enhance Firm Performance?: An Abstract T Hirunyawipada, Y Pan Enlightened Marketing in Challenging Times: Proceedings of the 2019 AMS …, 2020 | | 2020 |
| New Product Program and Firm Performance: The Moderating Roles of Strategic Emphasis: An Abstract M Chaudhuri, T Hirunyawipada, S Durmusoglu Marketing Transformation: Marketing Practice in an Ever Changing World …, 2018 | | 2018 |
| Service Innovativeness and Patronage Intention: The Simultaneous Impacts of Service Characteristics and Consumer Innovativeness M Zolfagharian, T Hirunyawipada Marketing, Technology and Customer Commitment in the New Economy …, 2014 | | 2014 |
| Corporate Entrepreneurship and Resource Recombination: A Dynamic Capabilities Approach to Innovation T Hirunyawipada, M Zolfagharian Revolution in Marketing: Market Driving Changes: Proceedings of the 2006 …, 2014 | | 2014 |
