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Poole College of Management

Think and Do The Extraordinary
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Think and Do The Extraordinary
Support the College

David Henard

Professor of Marketing

Nelson Hall 2338



Ph.D., Marketing, Texas A&M University (2000)

Department and Affiliations

Department of Business Management

Area(s) of Expertise

Knowledge Management, Product Development, Negative Publicity Implications

Before entering academics, David Henard worked several years for the Oscar Mayer and Kraft Foods USA divisions of Philip Morris Companies (Altria) where he held several sales and marketing positions. Henard has consulted with a number of organizations regarding strategic marketing, communication, and sales force issues. He has coached hundreds of current and former students.

David Henard’s current research interests focus on knowledge management and new product development issues. Namely, his research looks at the role of knowledge and knowledge workers in corporate R&D environments. He also has a research interest in the impact of negative publicity on customer perceptions of companies.

The Marketing Science Institute, Procter & Gamble Corp., and North Carolina State University have funded his research. His work is published in journals such as the Journal of Marketing Research, the Journal of Product Innovation Management, the Journal of Retailing, the Journal of the Academy of Marketing Science, Research-Technology Management, and Public Relations Quarterly.

Henard’s graduate teaching experience includes a course on Business Relationship Management, which focuses on ways that technologically oriented managers can effectively interact with a variety of internal and external constituencies. He also teaches to international audiences. His undergraduate teaching experience includes courses such as Personal Selling, Advanced Sales Applications, Integrated Marketing Communication, and Product Management.

He is the past director of International Programs for the college and also served as the director of the college’s Global Innovation Management program in 2007-2010, working in both France and the United States and has received several department, college, and university level awards for teaching excellence and is a member of the NC State University Academy of Outstanding Teachers.

Research Publications

  • Henard, David H. and M. Ann McFadyen (2012), Resource Dedication and the Impact on New Product Performance: A Resource-based View, accepted for publication in the Journal of Product Innovation Management.
  • Freling, Traci H., Jody L. Crosno, and David H. Henard (2011), Brand Personality Appeal: Conceptualization and Empirical Validation, Journal of the Academy of Marketing Science, 39 (3), 392-406.
  • Henard, David H. and Peter A. Dacin (2010), Reputation for Innovation: Its Impact on Consumers, Journal of Product Innovation Management, in press.
  • Henard, David H. and M. Ann McFadyen (2008), Making Knowledge Workers More Creative, Research-Technology Management, March-April, 40-6.
  • DelVecchio, Devon, David H. Henard, and Traci H. Freling (2006), The Effect of Sales Promotion on Post-Promotion Brand Preference: A Meta-analysis, Journal of Retailing, 82 (3), 203-13.
  • Henard, David H. and M. Ann McFadyen (2005), The Complementary Roles of Applied and Basic Research: A Knowledge-based Perspective, Journal of Product Innovation Management, 22 (6), 503-14.
  • Henard, David H. and David M. Szymanski (2001), Why Some New Products Are More Successful than Others, Journal of Marketing Research, 38 (August), 362-75
  • Szymanski, David M. and David H. Henard (2001), Customer Satisfaction: A Meta-Analysis of the Empirical Evidence, Journal of the Academy of Marketing Science, 29 (1), 16-35.