Dr. Gerard Athaide

AthlaideProfessor of Marketing
Busch Faculty Scholar


Sellinger Hall 414


Gerard A. Athaide is the Busch Scholar and Professor 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, consulting, and research 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 conducted workshops and seminars on these topics for senior executives in Australia, Chile, India, New Zealand, and the U.S. 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. In 2012, Gerard was ranked as one of the world’s top 25 innovation management scholars by The Journal of Product Innovation Management. In February 2017, he was selected as a Fulbright Specialist to help international universities develop their innovation capabilities.

Academic Degrees

Ph D, Syracuse University

Representative Publications

Klink, Richard R., Zhang, Jason Q. and Gerard A. Athaide (2021), "Measuring Customer Experience Management and Its Impact on Financial Performance," European Journal of Marketing, 55 (3), 840-867.

Klink, Richard R., Zhang, Jason Q., and Gerard A. Athaide (2020), “Designing a Customer Experience Management Course,” Journal of Marketing Education, 42 (2), 157-169.

Athaide, Gerard A., Zhang, Jason Q., and Richard R. Klink (2019), “Buyer Relationships when Developing New Products: A Contingency Model,” Journal of Business & Industrial Marketing, 34 (2), 426-438