Gerard A. Athaide
4501 N. Charles
Baltimore, MD 21210. U.S.A.
Tel: (410) 617 2858
Fax: (410) 617 2117
Gerard A. Athaide is Professor and Chair of
the Department of Marketing in the Joseph A. Sellinger,
S.J., School of Business and Management at Loyola University Maryland. He received his Ph.D. and MBA from Syracuse
University. His teaching, research, and
consulting interests focus on innovation management and new product
development. Gerard has taught courses
on Innovation Management and New Product Development in the undergraduate,
graduate, and Executive MBA programs at Loyola University; he has also taught
these courses in Chile, India, and New Zealand.
In addition, he leads graduate students enrolled in an International Marketing course on a study
tour of Chile. He has published
several articles on innovation with a focus on the commercialization of
technology-based innovations and the determinants of effective brand names for
new products. Recently, he was
recognized as one of the world’s top-25 innovation management scholars by The Journal of Product Innovation Management.
- Klink, Richard
R. and Gerard A. Athaide (2012), “Creating Brand Personality with Brand
Names,” Marketing Letters, 23
- Athaide, Gerard
A. and Jason Q. Zhang (2011), “The Determinants of Seller-Buyer
Interactions during New Product Development in Technology-Based,
Industrial Markets,” The Journal of
Product Innovation Management, 28 (S1): 146-158.
- Klink, Richard
R. and Gerard A. Athaide (2010), “Consumer Innovativeness and the Use of
New vs. Extended Brand Names for New Products,” The Journal of Product Innovation Management, 27 (1): 23-32.
- Gerard A.
Athaide and Richard R. Klink (2009), “Managing Seller-Buyer Relationships
during New Product Development,” The
Journal of Product Innovation Management, 26 (September): 566-577.