About

David H. Henard, Ph.D., is a Professor of Marketing at North Carolina State University's Poole College of Management. His responsibilities include work activities in both France and the United States. Prior to his academic career, Professor Henard worked for several years in R&D, sales, and marketing positions at Oscar Mayer and Kraft Foods USA divisions of Philip Morris Companies (Altria). He has also consulted with various organizations and attorneys on strategic marketing, communication, reputation, and sales force issues. Henard has coached numerous students and authored a book aimed at helping undergraduates improve their employment prospects. His research interests focus on innovation and communication, particularly knowledge management and new product development, emphasizing the role of knowledge and knowledge workers in corporate R&D environments. His recent research investigates corporate communications and their persuasive effects on consumers. His published work has been cited over 4,000 times and funded by organizations such as the Marketing Science Institute, Procter & Gamble, and NC State University. Henard teaches at international levels across executive, graduate, and undergraduate audiences. He holds certifications in Negotiation and Design Thinking from Harvard University and the University of Southern California. Recognized for his teaching excellence, he has received several awards and is a member of the NC State University Academy of Outstanding Teachers.

Research topics

• Political Science
• Sociology
• Humanities
• Computer Science
• Business
• Social psychology
• Philosophy
• Psychology
• Knowledge management
• Marketing

Selected publications

• Is Your Organization Ready for Knowledge Management? An Innovation Culture Index

  Journal of technology management & innovation · 2025-04-01 · 1 citations

  articleOpen access1st authorCorresponding

  Abstract: Managing the collective knowledge of individuals has been a dominant business theme for decades, and numerous organizations have launched knowledge management (KM) or innovation-oriented initiatives. This research builds on prior theoretical work on how an organization’s culture and structure influence its KM programs. A 16-item innovation culture index is developed and tested on a large non-profit organization to provide senior managers with empirical evidence that offers an initial baseline assessment of organizational innovativeness and metrics for evaluating continuous improvement efforts.

  PublisherDOI

• “Patent marking” as a signaling strategy: Impacts on perceived product innovativeness and innovation adoption

  Décisions Marketing · 2023 · 2 citations

  • Humanities
  • Humanities
  • Political Science

  • Objectifs de la recherche Le marquage brevet offre la possibilité aux entreprises de communiquer aux consommateurs des informations sur les inventions mises en œuvre par des produits. Cependant, aucune recherche n’a mis en évidence ses effets sur les consommateurs. Cet article explore les conditions d’efficacité du marquage brevet comme une stratégie de signalisation ou de communication visant à favoriser l’adoption des produits innovants. • Méthodologie Une étude expérimentale, s’appuyant sur des produits de différentes catégories, a été conduite auprès d’un échantillon représentatif de la population française (N=547). • Résultats Nous montrons que le marquage brevet accentue la perception des dimensions constitutives de l’innovation perçue des produits (à savoir la nouveauté et l’utilité) en activant une inférence dans l’esprit des consommateurs sur les capacités de l’entreprise à développer des produits inventifs, non imitatifs et techniquement supérieurs. En conséquence, les consommateurs réagissent favorablement, en termes d’intentions d’achat et de propension à payer un surprix, aux produits faisant l’objet du marquage brevet. Nos résultats montrent également que ces effets varient en fonction du profil des consommateurs. • Implications managériales Nos résultats suggèrent aux managers et entrepreneurs de mobiliser les brevets protégeant les inventions intégrées aux produits innovants pour rendre observables les avantages et attributs technologiques de ces derniers et ainsi faciliter leur adoption par les consommateurs. • Originalité L’originalité de cet article est double. D’une part, il propose le marquage brevet comme une stratégie inédite de signalisation des produits innovants et explique dans quelle mesure elle contribue à la construction de leur innovation perçue par les consommateurs. D’autre part, il montre que le marquage brevet permet de franchir le gouffre séparant le marché de niche du marché de masse en favorisant l’adoption de l’innovation par les consommateurs pragmatiques.

  PublisherDOI

• The dynamics of innovation contest experience: An integrated framework from the customer’s perspective

  Journal of Business Research · 2020 · 15 citations

  • Computer Science
  • Sociology
  • Political Science
  PublisherDOI

• Customer Perspective on Innovation Contest Experience--Model

  PsycTESTS Dataset · 2020-01-01

  dataset
  PublisherDOI

• Toward a better understanding of crowdfunding, openness and the consequences for innovation

  Research Policy · 2017-03-01 · 302 citations

  articleSenior author
  PublisherDOI

• How Crowdfunding Influences Innovation

  MIT Sloan management review · 2016-01-01 · 72 citations

  articleSenior author

  Crowdfunding is changing how entrepreneurs bring new products to market. It has allowed thousands of innovating entrepreneurs to raise money, build brand awareness, and join a broader conversation with large numbers of potential backers, all while still in the product development process. Examples of crowdfunded products include the Glif, whose creators raised more than $137,000 for the device. The more than 200 Kick-starter alumni providing data for our study collectively raised more than $17 million from roughly 239,000 backers during their Kickstarter campaigns. Since we were primarily interested in product innovations, our research focused on four categories: technology, product design, hardware, and video games. Of the product innovations in the study, 15% were created by individuals or organizations that were crowdfunding their third (or subsequent) campaign.

  Publisher

• When not to accentuate the positive: Re-examining valence effects in attribute framing

  Organizational Behavior and Human Decision Processes · 2014-03-17 · 61 citations

  articleSenior author
  PublisherDOI

• Communication Insights From Pop Music's Number‑One Hits

  2014-01-01

  article1st authorCorresponding
  Publisher

• All You Need is Love?

  Journal of Advertising Research · 2014-06-01 · 13 citations

  article1st authorCorresponding

  <h3>ABSTRACT</h3> In response to calls for further investigation on the role of music and advertising, the authors of the current study analyzed popular music9s most successful songs over a 50-year period (1960–2009). The current paper uses a combination of quantitative and qualitative approaches to uncover communication themes from nearly 1,000 songs that best resonated with mass audiences. The study identifies 12 communication themes and finds that they are used repeatedly over time; are largely emotional in nature; appear congruent with contemporary societal and environmental influences; and help predict a song9s chances of commercial success. The results provide advertising professionals with a repertoire of themes for consideration in advertising and other marketing communications for mass audiences.

  PublisherDOI

• Resource Dedication and New Product Performance: A Resource‐Based View

  Journal of Product Innovation Management · 2012-01-20 · 65 citations

  article1st authorCorresponding

  Corporate investments in new product development ( NPD ) initiatives are strategically effective activities that are instrumental in contributing to new product performance. Given that a fundamental nature of product development is the ability to exploit new product opportunities, the authors investigate the firm‐level impact that corporate investments in knowledge workers and financial NPD resources have on new product performance. They track the resource dedication and new product financial performance of 41 firms over a seven‐year period. Our results provide evidence that financial investments have a contemporaneous return on investment while knowledge worker investments provide companies with both contemporaneous and carryover returns. When formulating strategy and making NPD resource allocation decisions, managers must remain cognizant of the time‐dependent nature of resource investments, the need for persistent investment, and the resulting performance impact.

  PublisherDOI

Frequent coauthors

• Stéphane Salgado

  Université Toulouse-I-Capitole

  6 shared

• David M. Szymanski

  University of North Florida

  5 shared

• M. Ann McFadyen

  The University of Texas at Arlington

  4 shared

• Traci H. Freling

  The University of Texas at Arlington

  3 shared

• Virginie de Barnier

  University of New Caledonia

  3 shared

• Aurélie Hemonnet‐Goujot

  Centre de Recherche et d’Enseignement de Géosciences de l’Environnement

  3 shared

• Jamal Eddine Azzam

  3 shared

• Christian L. Rossetti

  Georgia Southern University

  2 shared

Education

• Ph.D., Marketing

  North Carolina State University

  2000

• M.S., Marketing

  University of North Carolina at Chapel Hill

  1995

• B.S., Marketing

  University of North Carolina at Chapel Hill

  1993

Awards & honors

• Andrew Heiskell Honorable Mention award for Best Internation…