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David Henard

Professor of Marketing

Nelson Hall 2338


Department and Affiliations

Department of Business Management

Area(s) of Expertise

Knowledge Management, Product Development, Negative Publicity Implications

Henard’s research interests focus on two key business areas: innovation and communication. The bulk of his academic research activity centers on knowledge management and new product development issues; namely, the role of knowledge and knowledge workers in corporate R&D environments. His most recent research projects investigate several aspects of corporate communications and their ability to persuade consumers in a variety of situations. Professor Henard’s published research has been cited over 4,000 times.

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 the Academy of Marketing Science, the Journal of Retailing, Organizational Behavior and Human Decision Processes, the Journal of Advertising Research, Research-Technology Management, and Public Relations Quarterly.


David H. Henard, Ph.D. is Professor of Marketing at North Carolina State University’s Poole College of
Management. He is the past Marketing Area Coordinator, Director of International Programs, and Director of Graduate Programs – Global Innovation Management for the college. His job responsibilities include work activities in both France and the United States.

Dr. Henard teaches international audiences at the executive, graduate, and undergraduate levels. He is certified in Negotiation and Design Thinking, among other topics, from Harvard University and the University of Southern California. His graduate teaching experience includes Principles of Marketing, Negotiation, Problem Solving and Design Thinking, and Business Relationship Management, which focuses on ways that technologically oriented managers can effectively interact with a variety of internal and external constituencies. His undergraduate teaching experience includes courses such as Marketing Principles, Professional Selling, International Marketing, Integrated Marketing Communications, and Product Management.

He is the recipient of several department, college, and university level awards for teaching excellence and is a member of the North Carolina State University Academy of Outstanding Teachers. He was awarded the Andrew Heiskell Honorable Mention award for Best International Practices by the Institute of International Education.

Work Experience

Before entering academics, Professor Henard worked several years for the Oscar Mayer and Kraft Foods USA divisions of Philip Morris Companies (Altria) where he held numerous R&D, sales, and marketing positions. Henard has consulted with a number of organizations and attorneys regarding strategic marketing, communication, reputation, and sales force issues. He has coached hundreds of current and former students and is the author of a book focused on helping undergraduate students improve their odds of employment.

Research Areas

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.


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