Gerard A. Athaide

Seller–Buyer Interactions During the Commercialization of Technological Process Innovations

Gerard A. Athaide, Patricia W. Meyers, David Wilemon · Journal of Product Innovation Management · 1996 · 150 citations

Management, Marketing, Strategic Management +17

Consumer Innovativeness and the Use of New versus Extended Brand Names for New Products*

Richard R. Klink, Gerard A. Athaide · Journal of Product Innovation Management · 2009 · 109 citations

Business, Marketing, Marketing Management +15

Implementing Service Learning in the Principles of Marketing Course

Richard R. Klink, Gerard A. Athaide · Journal of Marketing Education · 2004 · 102 citations

Business, Marketing, Teaching +8

Creating brand personality with brand names

Richard R. Klink, Gerard A. Athaide · Marketing Letters · 2011 · 93 citations

Business, Marketing, Marketing Management +12

Managing Seller–Buyer Relationships during New Product Development^*

Gerard A. Athaide, Richard R. Klink · Journal of Product Innovation Management · 2009 · 91 citations

Management, Innovation Management, Technology Management +10