Dr. Gerard Athaide

AthlaideProfessor of Marketing
Marketing Department Chair


Sellinger Hall 414


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 on an International Marketing 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.

Academic Degrees

Ph D, Syracuse University

Representative Publications

Timsit, Jean-Philippe, Annick Castiaux, Yann Truong, Gerard A. Athaide, and Richard R. Klink (2015), “The effect of market-pull vs resource-push orientation on performance when entering new markets,” Journal of Business Research, 68, 2005-2014.
Truong, Yann, Klink, Richard R., Fort-Rioche, Laurence and Gerard A. Athaide (2014), “Consumer Response to Product Form in Technology-Based Industries,” The Journal of Product Innovation Management, 31 (4), 867-876.
Klink, Richard R. and Gerard A. Athaide (2014), “Examining the Brand Name-Mark Relationship in Emerging Markets,” Journal of Product & Brand Management, 23 (4/5), 262-267.
Klink, Richard R. and Gerard A. Athaide (2012), “Creating Brand Personality with Brand Names,” Marketing Letters, 23 (1): 109-117.
Gerard A. Athaide and Richard R. Klink (2012), Creating Global Brand Names: The Use of Sound Symbolism,” Journal of Global Marketing, 25(4): 202-212.