Gerard A. Athaide

Professor of Marketing

Loyola University Maryland

4501 N. Charles St.

Baltimore, MD 21210. U.S.A.

Tel: (410) 617 2858

Fax: (410) 617 2117



Description: gerard                                                 



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.



Recent Publications:


  • Klink, Richard R. and Gerard A. Athaide (2012), “Creating Brand Personality with Brand Names,” Marketing Letters, 23 (1): 109-117.


  • 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.