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William Cunningham


Department:     Marketing

Additional Titles:     James L. Bayless Chair for Free Enterprise

Industry Areas:     Airlines, Dot-com Industry, Marketing Management

Research Areas:     Corporate Governance, Marketing Strategy, Role of Chief Executive Office

William Cunningham headshot

Dr. Cunningham served as Dean of the College and Graduate School of Business (1983-85), President of The University of Texas at Austin (1985-1992), and Chancellor of The University of Texas System (1992-2000). Dr. Cunningham serves on a number of public corporate boards including Southwest Airlines, Lincoln Financial, John Hancock Mutual Funds, LIN TV, and Resolute Energy Corporation. His current research interests focus on corporate governance and marketing strategy.



Teaching Awards

McCombs School of Business Hall of Fame



The University of Texas Presidential Citation



Distinguished Alumnus Award, Michigan State University



Honorary Doctor of Laws Degree, Michigan State University



Jewish National Fund Tree of Life Award



Outstanding Texas Leader, John Ben Shepperd Leadership Forum



William H. Cunningham and Jeff Hunt. 2010. IBM's Delicate Social Media Balancing Act. Risk Management 57(8), 30.


William H. Cunningham and Jeff Hunt. 2010. Online, You Are Your Reputation. Risk Management 57(8), 28.


Cheung, Kevin K., William H. Cunningham, and Tang, Lawrence. 2006. Optimal 3-terminal cuts and linear programming. Mathematical Programming 106, 1-23.


Robert A. Peterson, Gerald Albaum, Jose L. Munuera, and William H. Cunningham. 2002. Reflections on the Use of Instructional Technologies in Marketing Education. Marketing Education Review 12, 7-17.


William H. Cunningham, B. Verhage, and I.C.M. Cunningham. 1984. Grondslagen van het Marketing Management. Leiden-Antwerp: H. E. Stenfert Kroese B.V.


William H. Cunningham, R. Aldag, and C. Swift. 1984-1995. Introduction to Business. South-Western Publishing Co.


William H. Cunningham, I.C.M. Cunningham, and C. Swift. 1981-1987.Marketing: A Managerial Approach. South-Western Publishing Co.


William H. Cunningham, W.J.E. Crissy, and I.C.M. Cunningham. 1980. Metodos Effectivos De Ventas. Mexico City, S.A.: Editorial Limusa.


John H. Murphy and William H. Cunningham. 1979. Comparison of Alternative Measures of Group Conformity Influence on Consumer Behavior. Journal of Social Psychology 107, 137-138.


William H. Cunningham and Brondel Joseph. 1978. Energy Conservation, Price Increases and Payback Periods. Advances in Consumer Research5, 201-205.


William H. Cunningham and S. Lopreato. 1977. Consumer Energy Attitudes and Behavior in the Southwest. Praeger Publishers, Inc.


William H. Cunningham, W.J.E. Crissy, and I.C.M. Cunningham. 1977-1988. Effective Selling. John Wiley and Sons, Inc.


William H. Cunningham, Isabella C.M. Cunningham, and Robert T. Green. 1977. Ipsative Process to Educe Response Set Bias. Public Opinion Quarterly 41, 379-388.


William H. Cunningham and Robert A. Peterson. 1977. Market Segmentation by Gasoline Consumption Intentions, in Proceedings of the American Marketing Association, 105-109.


William H. Cunningham, W.J.E. Crissy, and I.C.M. Cunningham. 1977. Selling: The Personal Force in Marketing. Wiley/Hamilton.


Isabella C.M. Cunningham and William H. Cunningham. 1977. Standards of Advertising Regulation. Journal of Marketing 41, 92-97.


William H. Cunningham and Isabella C.M. Cunningham. 1976. Consumer Protection-More Information or More Regulation. Journal of Marketing 40, 63-68.


William H. Cunningham, Edward W. Cundiff, and John H. Murphy. 1976. Relative Acceptability of Multimedia Teaching Format. Journal of Experimental Education 45, 46-51.


Arnon Perry and William H. Cunningham. 1975. Behavioral Test of 3 F Subscales. Journal of Social Psychology 96, 271-275.


Robert T. Green and William H. Cunningham. 1975. Determinants of US Foreign Investment-An Experimental Examination. Management International Review 15, 113-120.


William H. Cunningham, W. Thomas Anderson, Jr., and John H. Murphy. 1974. Are Students Real People? Journal of Business 47, 399-409.


William H. Cunningham, Isabella C.M. Cunningham, and Wilke D. English. 1974. Sociopsychological Characteristics of Undergraduate Marijuana Users. Journal of Genetic Psychology 125, 3-12.


William H. Cunningham, W. Thomas Anderson, Jr., and John H. Murphy. 1974. Status Consciousness vs. Status Position: Marketing Implications. Journal of Business Research 2, 147-156.


William H. Cunningham, Russell M. Moore, and Isabella C.M. Cunningham. 1974. Urban Markets in Industrializing Countries: The Sao Paulo Experience. Journal of Marketing 38, 2-12.


William H. Cunningham and William J.E. Crissy. 1972. Market Segmentation by Motivation and Attitude. Journal of Marketing Research 9, 100-102.