Dr. Gerard A. Athaide

AthlaideProfessor of Marketing


Sellinger Hall 414


Gerard A. Athaide is Professor of Marketing in the Sellinger School of Business at Loyola University Maryland. He is currently on sabbatical at Syracuse University where he is a Visiting Professor of Marketing and a Research Fellow at the Snyder Innovation Management Center (https://snyder.whitman.syr.edu/snyder). Gerard’s research interests focus on innovation management, digital transformation, and new product development. He 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. He was a Fulbright Specialist from 2017-2020 and worked with DIS, Copenhagen on curriculum development initiatives.

Academic Degrees

Ph D, Syracuse University

Representative Publications

Wijekoon, Amali, Salunke, S., and Gerard A. Athaide (2021), “ Customer heterogeneity and innovation‐based competitive strategy: A review, synthesis, and research agenda,” Journal of Product Innovation Management, 38 (3), 315-333.

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