Onnida Thongpravati

UTAS Home Dr Onnida Thongpravati

Onnida Thongpravati

Senior Lecturer, Director of Master Program (Entrepreneurship and Innovation)
Tasmanian School of Business and Economics

Room Level 4, Room 423 , Centenary Building

+61362262779 (phone)

Breakthrough Innovation and Entrepreneurship: Is Human Capital Australia’s Greatest Resource?

Those responsible for the radical innovations that disrupted markets, and literally transformed the world we live in, allhad market vision. They developed new products that no-one knew they wanted or needed until they came into existence. While our resources are dwindling at an alarming rate, the Anthropocene is upon us. The good news is, we do have one resource that is actually increasing…

Human capital is one of our greatest resources. In fact, Australia is positioned among the top countries in the world for our production of scientific articles per capita. But, our commercialisation rate is sadly lacking. We often become short-sighted and miss opportunities to seize control of tomorrow’s markets. How do we add value to our human capital and foster innovation so we can create more breakthrough innovations in Australia?

Dr Onnida Thongpravati is passionate about breakthrough innovation and entrepreneurship. Her research is focused on new product development and the entrepreneurial process, from the front end of innovation into the development stages, especially in terms of getting great ideas across the ‘valley of death’, the gap where so many potential breakthrough ideas die, and subsequently launching them into the market.

“We need to visualise and capitalise on tomorrow’s markets by creating demand for things that don’t even exist yet,” says Dr Thongpravati.

“Things that people might not even know they will need in the future. A breakthrough innovation that will significantly transform existing markets or create new ones. Hence, having a market vision is critical.”

“There are ground-breaking ideas and solutions to problems sitting on research papers or in labs across the country. My research is designed to translate discoveries into practical and commercially viable outcomes that will benefit community.”

Dr Thongpravati’s research includes entrepreneurship and innovation education and training. As Senior Lecturer and Director of the Masters of Entrepreneurship and Innovation, she has a vision to develop successful innovators and entrepreneurs that will make a difference in people’s lives.

“Our future, productivity and innovation performance lie with our human capital,” she says. “We need to think critically about the future of entrepreneurship and innovation education and training.”

How can we best develop the next generation of leaders, entrepreneurs and innovators?

“As educators, we need to revisit our approach and consider this question very seriously,” says Dr Thongpravati. “We need to equip students with entrepreneurial mindsets and all those hard, soft and transferable skills needed to visualise and commercialise highly innovative ideas to support place-based development, grass-root economy and communities.”

“I would like to see academics, industry, schools, universities and governments working together more closely to develop an entrepreneurship and innovation ecosystem.”

As part of her recent book chapter on The Student of the Future, Dr Thongpravati listed the seven ‘must-have’ skills of the future.  With these in mind, she stimulates her students to solve real world problems.

“Through our Venture Projects, students are to come up with new venture ideas to solve real world problems that would benefit Tasmanian communities and are of global relevance,” says Dr Thongpravati. “Something that matters to the world.

“Therefore, we bring in a range of mentors, guest speakers and academics from across industries and disciplines to work with our students, who also gain access to industry visits and innovation hubs where they can network with real entrepreneurs.”

“It begins with the exploration phase where students explore the ecosystem, something an industry is grappling with. This is followed by the evaluation phase. The final stage is the exploitation of those ideas into commercialisation”.

“In today’s rapidly changing world, sustainability issues are really apparent,” says Dr Thongpravati. “Are we developers or destroyers? We need to think differently and act now.”

“All the innovation heroes of the past developed products that disrupted the market. They were remembered for having a market vision to challenge the status-quo.”

“My research aims to increase our commercialisation rate by improving the calibre of our innovation, the efficiency ratio and patent per capita,” she says. “Innovation and entrepreneurship go hand in hand; they are empowering and create prosperity”.

Dr Onnida Thongpravati joined the University of Tasmania in January 2019 as a Senior Lecturer of the School of Marketing and Management at the Tasmanian School of Business and Economics. She has also been appointed as a Director of Master Program in Entrepreneurship and Innovation.


Before joining the University of Tasmania, Dr Onnida Thongpravati held several academic appointments as a unit coordinator/lecturer for Product Innovation and a lead tutor for Marketing Research at RMIT Online (Postgraduate level), an acting course coordinator for Digital Marketing (Undergraduate level) at RMIT University, and a Lecturer for Online Marketing (Postgraduate level) at Deakin University. Prior to this, she was a Postdoctoral Researcher in Entrepreneurship and Innovation at the Australian Research Council (ARC) Training Centre in Biodevices, and an affiliate researcher at the Centre of Transformative Innovation (CTI), Swinburne University of Technology.

She has been appointed as a guest lecturer, mentor, alumni panel and speaker at universities both in Australia and Thailand, such as the University of Melbourne and Chulalongkorn University, as well as a project manager/consultant for companies across industries in Thailand. She previously worked full-time as a procurement and logistics planner at a global ICT supply chain distributor in Australia (the largest IT provider in the Asia Pacific and the second largest worldwide) managing several product portfolios such as Hewlett-Packard. She is also currently served as a Scientific Panel Member of the International Society for Professional Innovation Management (ISPIM), the oldest, largest and most active innovation network in Europe, America and Asia-Pacific.

Career summary


Degree Title of Thesis UniversityCountryAwarded
PhD Market-driving innovation: Understanding the Critical Success Factors at the Front End of the Development Process RMIT University Australia 2014
Master Business and Information Technology University of Melbourne Australia 2005
Graduate Certificate Learning and Teaching (Higher Education) Swinburne University of Technology Australia 2017
Bachelor Business (E-Commerce) Swinburne University of Technology Australia 2003
Certificate Critical and Creative Thinking in Postgraduate Research Practice Australian Technology Network of Universities, e-Grad School Australia 2009

Languages (other than English)



Professional practice

  • Scientific Panel Member, The International Society for Professional Innovation Management (ISPIM)
  • Track Review Committee, The Australian and New Zealand Marketing Academy (ANZMAC)
  • Member, The Product Development Management Association (PDMA, International)

Administrative expertise

  • Coordinator (Research Seminar)
  • Developer/Manager (Mentorship Program)
  • Invited Mentor to Universities students (Entrepreneurship and Innovation)
  • Project manager (Leading and marshalling resources, product management and marketing)
  • Procurement and Logistics Planner (Managing product portfolios-healthy inventory)
  • Consultant (Technological development and innovation management)
  • Invited Reviewer (Academic journals and conference publications: Entrepreneurship and Innovation, Marketing, Higher Education and Training)
  • Event Host (Organising, chairing and moderating sessions)


Radical new product development, Design-driven innovation, Front end of innovation, Market-driving/entrepreneurial orientation, Technology entrepreneurship from emerging economies, Managing knowledge and creativity in product development, Entrepreneurship education and training, Cross-disciplinary STEM education

Teaching expertise

  • Teaching both undergraduate and postgraduate level, which include basic management through to more specialised units such as product innovation, contemporary issues in entrepreneurship and innovation, new venture projects, and digital marketing.
  • Reviewing, revising and developing units and courses to ensure constructive alignment and optimise the conditions of quality teaching system and transformative student learning experience.
  • Using a variety of delivery formats including blended/flipped classrooms, online delivery, multimedia platforms and online simulation game, individual and team-based learning exercises, case study, real-world projects, and industry mentorship.
  • Developing mentorship program and mentoring university students across different levels.
  • Providing supervision to higher degree by research candidate.

Teaching responsibility

Research Appointments

2018 - 2019

Adjunct Research Fellow, Swinburne Business School, Swinburne University of Technology, Hawthorn Campus, Australia, January 2018 – January 2019

2015 - 2018

Postdoctoral Researcher (Entrepreneurship and Innovation), Australian Research Council (ARC) Training Centre in Biodevices, Swinburne University of Technology, Hawthorn Campus, Australia, January 2015 - January 2018


Research Assistant, Australian Graduate School of Entrepreneurship, Swinburne University of Technology, Hawthorn Campus, Australia, November - December

Research Invitations

  1. Thongpravati, O. (2019). Multi-stakeholder Supervisory Governance: The Australian Research Council in Biodevices Case, The 30th International Society for Professional Innovation Management (ISPIM), The Palazzo dei Congressi, Florence, Italy, 16-19 June.
  2. Thongpravati, Onnida (2019), Design Thinking and Innovation Concepts: From Research to Innovation in Life Science, Workshop on Innovation Commercialisation and Entrepreneurship: Competency Development for Project Managers in Biologics and Vaccines Industry, Chulalongkorn University in collaboration with National Vaccine Institute, Bangkok, Thailand, 21 January.
  3. Thongpravati, O., Reid, M. (2017). Market-Driving Innovation: Exploiting Absorptive Capacity, Market Visioning and NPD Process, The 28th International Society for Professional Innovation Management (ISPIM), The Austrian Federal Economic Chamber (Wirtschaftskammer Österreich, WKO), Vienna, Austria, 18-21 June.
  4. Thongpravati, O., Reid, M. (2016). The Influence of Absorptive Capacity on Market-Driving Innovation Performance, The 23rd Innovation & Product Development Management Conference (IPDMC), European Institute for Advanced Studies in Management (EIASM), Technology and Innovation Centre, University of Strathclyde, Glasgow, United Kingdom, 12-14 June.
  5. Thongpravati, O., Reid, M. and Dobele A. (2016) The Influence of Absorptive Capacity on Market-Driving Innovation Performance. In Centre for Transformative Innovation (CTI) Workshop, Swinburne University of Technology, Hawthorn, Australia, 30 May.
  6. Guest Lecturer [2015], Types and Dimensions of Innovation, Introduction to Innovation (ENT10002), Department of Business Technology and Entrepreneurship, Swinburne University of Technology, Hawthorn Campus, Australia, 21 September.
  7. Thongpravati, O. (2015) Enhancing Entrepreneurship via a Biodevices PhD Program. In DataBlitz on New Pedagogies, Swinburne University of Technology, Hawthorn, Australia, 16 October, available from
  8. Thongpravati, O., Reid, M. (2015). Program Level Influence of Market Visioning Competence and Market Vision on Before-Launch Stage Performance, The 22nd Innovation & Product Development Management Conference (IPDMC), European Institute for Advanced Studies in Management (EIASM), Copenhagen Business School, University of Frederiksberg, Copenhagen, Denmark, 14-16 June.

View more on Dr Onnida Thongpravati in WARP


Dr Onnida Thongpravati’s expertise lies at the intersection of strategic marketing [market-driving strategy], new development process, and entrepreneurship and innovation management, where ‘true to type’ breakthrough innovations sit. The primary focus of her research is about understanding the factors influencing the success of breakthrough market-driving innovations – those products that will reshape the whole market and the industry. The research considers the front end of the development process, where organisational dynamic learning capabilities are the driving force of innovation and how program performance at this level, impacts through to the commercialisation phases. This research has broader implications than simply for industry and corporations, as policy makers seek to embrace innovation and entrepreneurial activities for economic and community benefit.

It has also crossed over into the learning and teaching space, which focuses on entrepreneurship and innovation education and training including industry oriented and cross disciplinary STEM education to foster translational research, innovative curriculum design and mentorship – all of which feed back into facilitating the development of innovations that will positively create life-changing experiences and impact the society we live in.


Dr Onnida Thongpravati won the 2018 Swinburne University Postgraduate Research Award for Outstanding Early Career Researcher with the Faculty of Science, Engineering and Technology on project ‘3D Laser Printed Graphene Ultrathin Optics: Design and Manufacturing towards Industrial Applications and Commercialisation.’



Outstanding Teaching Performance based on students feedback for ‘BAA540: Venture Project A – Situation Analysis’ (Semester 1), Tasmanian School of Business & Economics [TSBE], University of Tasmania


Best Reviewer Award, Digital Marketing and Social Media track, The Australian and New Zealand Marketing Academy Conference (ANZMAC), The University of Adelaide, Australia


Swinburne University Postgraduate Research Award (SUPRA) for Outstanding Early Career Researcher, Joint Supervision as Associate Supervisor, Swinburne University of Technology, Australia


Short-Listed, The Future of Work: Emerging Leaders Grant, Centre for Workplace Leadership, Department of Employment, the Australian Government


Semi-Finalist, International Society for Professional Innovation Management (ISPIM) PhD Dissertation Award (from more than 125 submissions from 40 countries)


Higher Degree by Research Publications Grant (HDRPG), College of Business, RMIT University


Best Reviewer Award, Markets and Innovation track, The Australian and New Zealand Marketing Academy Conference (ANZMAC), The University of Auckland, New Zealand

Current projects

  • Examining organisational dynamic capability and market visioning capabilities on new product program performance of breakthrough innovation
  • The impact of entrepreneurship education on students’ entrepreneurial self-efficacy and intentionality
  • Mentorship in Higher Education: facilitating the development and commercialisation of technology innovation
  • Multi-stakeholders supervisory governance of an industry-oriented PhD program

These projects are being undertaken in collaboration with RMIT University/Swinburne University of Technology/Griffith University.

Dr Onnida Thongpravati is also currently served as a scientific panel involved in a special interest group [SIG] on ‘Teaching and Coaching Innovation’ at the International Society for Professional Innovation Management [ISPIM] Association to explore the future of teaching for innovation. She has also been providing consultancy services to companies across industries in Thailand in the area of technological development and innovations.

Fields of Research

  • Curriculum and Pedagogy Theory and Development (130202)
  • Entrepreneurship (150304)
  • Higher Education (130103)
  • Marketing Management (incl. Strategy and Customer Relations) (150503)

Research Objectives

  • Management of Education and Training Systems (930502)
  • Technological and Organisational Innovation (910406)
  • Marketing (910403)
  • Syllabus and Curriculum Development (930302)
  • Assessment and Evaluation of Curriculum (930301)
  • Management (910402)


Dr Onnida Thongpravati has publications on entrepreneurship and innovation including education and training and cross-disciplinary STEM education. She has also been an invited reviewer for research on entrepreneurship and innovation as well as higher education; for instance, the Studies in Higher Education, Journal of Entrepreneurship and Public Policy and Journal of Gender Studies.

Total publications


Journal Article

(4 outputs)
2019Mackie SA, Thongpravati O, 'Identifying curricular tensions in a technology innovation doctoral programme', Innovations in Education and Teaching International, 56, (2) pp. 130-139. ISSN 1470-3300 (2019) [Refereed Article]

DOI: 10.1080/14703297.2017.1329094 [eCite] [Details]


2018Thongpravati O, Reid M, Dobele AR, 'Unfolding market vision quality: understanding its dimensions, drivers, and before-launch performance', Journal of Strategic Marketing pp. 1-24. ISSN 1466-4488 (2018) [Refereed Article]

DOI: 10.1080/0965254X.2018.1488761 [eCite] [Details]


2016Thongpravati O, Maritz A, Stoddart P, 'Fostering entrepreneurship and innovation through a biomedical technology PhD program in Australia', International Journal of Engineering Education, 32, (3) pp. 1222-1235. ISSN 0949-149X (2016) [Refereed Article]

[eCite] [Details]

Citations: Web of Science - 3


2010Nel P, Maritz A, Thongpravati O, 'Motherhood and entrepreneurship: the mumpreneur phenomenon', International Journal of Organizational Innovation, 3, (1) pp. 6-34. ISSN 1943-1813 (2010) [Refereed Article]

[eCite] [Details]

Chapter in Book

(1 outputs)
2016Thongpravati O, 'The Student of the Future', The University for The Future Evolutions, Revolutions and Transformations, Lee Hecht Harrison, R Gutierrez (ed), Australia, pp. 108. ISBN 978-0-9945833-1-4 (2016) [Research Book Chapter]

[eCite] [Details]


Conference Publication

(1 outputs)
2020Thongpravati O, 'Multi-stakeholder supervisory governance: the Australian Research Council in biodevices case', The 30th International Society for Professional Innovation Management (ISPIM), 16 - 19 June, Florence, Italy (In Press) [Refereed Conference Paper]

[eCite] [Details]


Other Creative Work

(1 outputs)
2015Thongpravati O, 'Enhancing Entrepreneurship via a Biodevices PhD Program', Swinburne University of Technology,, pp. 1 (2015) [Minor Creative Work]

[eCite] [Details]

Other Public Output

(2 outputs)
2019Thongpravati O, 'Why Many Aussie Companies Don't Like To Innovate: Interview with Ahron Young', TickerTV, Australia, 6 October (2019) [Media Interview]

[eCite] [Details]


2019Thongpravati O, 'Tech With a Creative edge: Interview with James Kitto', Sunday Tasmanian, The Mercury, Australia, 10 November (2019) [Newspaper Article]

[eCite] [Details]


Grants & Funding

Onnida has a funding record in the areas of breakthrough innovation and entrepreneurship including industry-oriented and cross-disciplinary STEM education and commercialisation.

She is interested in drawing future research funding in these areas but is also open to other related opportunities and possible collaborations.

Funding Summary

Number of grants


Total funding



Enforcing digital transformation in education and training for cyber workforce in Thailand (2020)$10,000
R V CONNEX CO.,LTD. ($10,000)
Contract Research
Administered By
University of Tasmania
Research Team
Thongpravati O

As Dr Onnida Thongpravati’s PhD examined new product development and innovation management particularly the front end of breakthrough products, she has experiences providing supervision across disciplines especially to the science, engineering, technology and mathematics (STEM) discipline to help translating new ideas into commercialisation.

This included working within a multidisciplinary supervision team/cross faculty supervision to supervise PhD students (Practice Based Research, and an Industry-engaged and Applied research) from the Commonwealth Scientific and Industrial Research Organisation (CSIRO), and the Australian Research Council Training Centre in Biodevices.