Our Faculty

David Gertner

Associate Professor

Lubin School of Business

Marketing

Location
  • @Pleasantville
    Goldstein Academic Center Gold 120

Education


PhD , Northwestern University , Evanston, Il, USA , 1993

MBA , COPPEAD - UFRJ , Rio de Janeiro, RJ, Brazil , 1987

, FGV - Fundação Getúlio Vargas , Rio de Janeiro, RJ, Brazil , 1982

BA , FAU - UFRJ , Rio de Janeiro, RJ, Brazil , 1976

Awards and Honors

  • Academy of Business Research, October 15, 2014 - Best Paper Award
  • WIPO - World Intellectual Property Organization, 2010
  • Lubin Schhool of Business, 2009
  • The Employee Recognition Ceremony, 2006
  • Advertising Club of Westchester, 2003
  • The Brazilian Association of Graduate Programs in Business Annual Meeting),, 1998
  • CNPq (Brazilian Council of Scientific Development), 1989
  • BALAS - Business Association of Latin American Studies, 1988
  • Johnson's Wax Scholarship, 1987
  • CNPq (Brazilian Council of Scientific Development), 1986

Publications


Gertner, D. & Rifkin, L. (2017, January (1st Quarter/Winter) 06). Coca-Cola and the Fight against the Global Obesity Epidemic. Thunderbird International Business Review. (Issue 1) http://onlinelibrary.wiley.com/doi/10.1002/tie.21888/full

Gertner, D., Gertner, A. K., Araujo, D. V., Bahia, L. & Bouzas, I. (2016, December). Calories and Cents: Customer Value and the Fight Against Obesity. Social Marketing Quarterly. Vol 22 (Issue 4) , pages 325-339. http://journals.sagepub.com/doi/full/10.1177/1524500416648915

Gertner, D., Araujo, D. V., Bahia, L. & Bouzas, I. Brazilian Adolescents' Attributions of Success and Failure in Weight Loss Efforts. Quality of Life Research Journal.

Gertner, D., Gertner, A. K., Denizar, A. V., Bahia, L. & Bouzas, I. Calories and Cents: Social Responsibility and the Fight against Obesity. Social Marketing Quarterly.

Gertner, D., Araujo, D. V., Bahia, L. & Bouzas, I. Do Health Appeals Resonate With Brazilian Teens and Help Fight Adolescent Obesity? Insights and Recommendations for Future Initiatives. Journal of Obesity.

Gertner, D. (2015, August 13). Place Marketing and Place Branding: From Practice to Theory. Nation Branding, by Keith Dinnie, 2nd Ed. 2014. London, England: Routledge. (Issue 2nd)

Repace, J. & Gertner, D. (2015, April (2nd Quarter/Spring)). An Investigation of Perceived Brand Age, Cognitive Age and Brand Selection. Academy of Business Research Journal. Vol II (Issue 2015) http://www.aobronline.com/#!abrj/cdlu

Araujo, A. V. & Gertner, D. (2014, June 01). Publicidade para crianças agrava a obesidade infantil? (Does Advertising Worsen Childhood Obesity?). http://www.portalsaude360.com.br/artigos.php#.article-11

Repace, J. & Gertner, D. (2014, March). An Assessment of the Impact of Perceived Brand Age on Brand Attitudes. World Journal of Management. Vol 5 (Issue 1) , pages 62-75. http://www.wjmpapers.com/

Repace, J. & Gertner, D. (2014, January (1st Quarter/Winter)). An Investigation of the Impact of Perceived Brand Age on Purchase Intentions”. Journal of Marketing Perspectives. Vol 1 (Issue 1) , pages 8-26. http://www.aobronline.com/#!jmp/c82k

Repace, J. & Gertner, D. (2013, June 05). An Assessment of the Impact of Perceived Brand Age on Brand Attitudes.

Gertner, D. Intellectual Property: A Branding Perspective.

Gertner, D. Research in Marketing Report.

Gertner, D. El país como marca y producto: el reto de mercadear a América Latina en un complejo y competitivo entorno global. http://www.conindustria.org/web2005/rrcc/congreso2007/ponencias.html

Gertner, D. Place Marketing and Tourism Management in Brazil. http://www.avancane.com.br/eventos/avancane/?turismo/programacao/5

Gertner, D. Strategic Marketing Place - The Brand Brazil and the Economic Development Challenge. http://www.fiepr.org.br/sindicatos/sindusconpr/News3244content29988.shtml

Gertner, D. Strategic Marketing Place - The Brand Brazil and the Economic Development Challenge.

Gertner, D. Strategic Place Marketing - The Brand Brazil and the Economic Development Challenge. http://www.avancane.com.br/eventos/avancane/?noticia/listar/2/144

Gertner, D. Case Writing Skills: Writing Case Studies.

Gertner, D. 'BRAZILIAN EXPORTERS: NON FINANCIAL- EXPORT PERFORMANCE MEASUREMENTS AND THEIR DETERMINANTS ,'.

Gertner, D. Marketing Internacional e A Marca Brazil: Pressões Desafios e Oportunidades no Mercado Global (International Marketing and the Brazil Brand: Challenges and Opportunities in Global Markets).

Gertner, D. Marketing na Internet e Comportamento do Consumidor: Investigando a Dicotomia Hedonismo Vs. Utilitarismo na W.W.W.

Gertner, D. Enfrentando Problemas de Imagem de Países no Processo de Globalização. (Facing Country Image Problems in the Globalization Process.

Frederico, C. A. & Gertner, D. A Study of Performance in Brazilian Retailing: The Case of Supermarkets in 1998.

PRESENTATIONS


Repace, J. & Gertner, D. (2014, October 15). Academy of Business Research Fall 2014 Conference. The Influence of Perceived Brand Age and Cognitive Age Upon Brand Selection. Academy of Business Research, Las Vegas, Nevada

Gertner, D. & G, R. K. (2014, September 25). Academy of Business Research Fall International Conference 2014. The Coca-Cola Company Case Study and the Fight Against Obesity: A. Academy of Business Research, Atlantic City, NJ

Gertner, D. & , . (2013, June 7). Fifth Annual American Business Research Conference. An Assessment of the Impact of Perceived Brand Age on Brand Attitudes: Jeffrey Repace, Ipsos Loyalty, France and David Gertner, Pace University, USA.. Am e r i can Research and Publications International (ARPI), USA World Business Institute, Australia, WBI London, UK Business Care Australia Pty Ltd. and NY, USA Journal of Business and Policy Research World Journal of Management World Journal of Social Science International Review of Business Research Papers Global Economy and Finance Journal World Review of Business Research Global Review of Accounting and Finance Journal of Accounting Finance and Econ Journal of Islamic Finance and Business Research, Sheraton LaGuardia East Hotel 135-20 39th Avenue · Flushing, NY 11354, USA

Gertner, D. (2013, June 06). Fifth Annual American Business Research Conference. Place Branding and Investment Attraction: A Critical Analysis of City, State, Region, and Nation Advertisements: David Gertner, Pace University, USA and Rosane K. Gertner, College of Staten Island, USA.. Am e r i can Research and Publications International (ARPI), USA World Business Institute, Australia, WBI London, UK Business Care Australia Pty Ltd. and NY, USA Journal of Business and Policy Research World Journal of Management World Journal of Social Science International Review of Business Research Papers Global Economy and Finance Journal World Review of Business Research Global Review of Accounting and Finance Journal of Accounting Finance and Econ Journal of Islamic Finance and Business Research, Sheraton LaGuardia East Hotel 135-20 39th Avenue · Flushing, NY 11354, USA

Pace, J. & Gertner, D. (2013, March 14). Academy of Business Research Spring 2013 Conference March 13-15, 2013 Harrah's New Orleans, LA. An Investigation of the Impact of Perceived Brand Age on Purchase Intentions. Academy of Business Research, New Orleans, LA

COLLEGE SERVICE

  • LFC External Relations [Committee Member]
    Desc: The Committee met on Tuesday, February 21, 2017. We discussed the new Pace advertising campaign. The Committee decided to invite an officer involved with marketing Pace to explain what has been done to promote Lubin and Pace externally, share the campaigns objectives, and measurements of results.
  • LFC Faculty Development Committee [Committee Member]
    Committee's Key Accomplishments: The committee has conducted a survey with faculty. The document with results, findings and recommendations circulated and was discussed before presented in the Lubin Council. I have contributed to this project suggesting the survey and designing the questionnaire.
  • Lubin Graduate Writing Initiative [Other]
    Desc: My graduate courses included written assignments that accounted for more than 10% of the course grade. They were judged based on the quality of written work and required use of either Correct English or the Writing Center.
  • Faculty Development Committee [Committee Member]
    Committee's Key Accomplishments: Met with committee to develop guidelines for the Dean for investments in Faculty Development.
  • Faculty Development Committee [Committee Member]
    Committee's Key Accomplishments: I developed a survey to be conducted with Lubin Faculty about their needs for development.
  • Faculty Development Committee [Other]
    Desc: To convene the first meeting and elect a committee chair.
    Committee's Key Accomplishments: We have elected a Committee Chair.
  • LFC Educational Resources Committee [Committee Member]
  • Oral Communication Skills Assessement [Other]
    Desc: In the spring 2016, I collaborated with Dr. Randi Priluck assessing oral communications skills of 28 MBA students. I used a 4-item rubric that evaluated students on Content, Organization, Delivery and Use of Visual Aids.
  • Pleasantville Master Plan Committee meeting [Committee Member]
    Desc: To follow-up the Pleasantville Master Plan, make recommendations for physical, technological, and security improvements, for marketing activities, fund raising, etc.
    Committee's Key Accomplishments: 1/4 of the master plan has been completed.
  • Recommendation letter on behalf of Erika Page Bonsato Andrada []
    Desc: Supported the application of Erika Page Bonsato Andrada To Graduate School.
  • LFC Educational Resources Committee Meeting [Committee Member]
    Committee's Key Accomplishments: Discuss several issues related to educational resources and technology.
  • LFC Educational Resources Committee [Committee Member]
  • LFC Faculty Affairs Committee [Committee Member]
  • LFC Faculty Development [Committee Member]
  • Lubin Faculty Council [Attendee, Meeting]
    Committee's Key Accomplishments: Discussion of Assessment of Learning, AACSB's visit, Committees'reports. various announcements, etc.
  • Recommendation The University of Texas at Austin on behalf of Stella Simantirak. []
    Desc: Recommendation letter to a doctoral at The University of Texas at Austin on behalf of Stella Simantirak.
  • Recommendation letter to a doctoral at The American University on behalf of Stella Simantirak. []
    Desc: Recommendation letter to a doctoral at The American University on behalf of Stella Simantirak.
  • Recommendation letter to GWU on behalf of Stella Simantirak []
    Desc: Wrote recommendation letter on behalf of Stella Simantirak who is applying for a doctoral program at George Washington University
  • Recommendation letter to Columbia University on behalf of Cecilia Goia []
    Desc: Recommendation letter to Columbia University on behalf of Cecilia Goia
  • LFC Educational Resources Committee [Committee Member]
    Desc: Discuss issues and demands related to educational resources.
    Committee's Key Accomplishments: MINUTES OF THE EDUCATIONAL RESOURCES COMMITTEE OF THE LUBIN FACULTY COUNCIL April 17, 2014 Present: Carter, Gertner, Hoefer, Li, Tarique The meeting began at 1pm. LIBRARY • Library resources were discussed. There were no problems raised and everyone agreed that the staff does an excellent job, including helping faculty and students with digital resources. FACILITIES • Classroom focus groups o The IT department had recently run three focus groups to elicit faculty concerns about classrooms. Two committee members attended sessions and gave reports. Mostly, participants raised concerns about equipment, furniture (seating and tables) and lighting in particular classrooms. Beth Gordon of Academic Technology, Jim Curry of the office of Student Assistance and a representative from Buildings and Grounds listened and responded constructively. • Other concerns about classrooms o It was noted that classrooms are sometimes not ready for use. Examples are doors that have not been unlocked, whiteboard erasers that are ineffective due to overuse and ceiling lights that flicker or are broken. To avoid the negative effects of such problems, there needs to be a proactive policy that monitors the conditions of classrooms on a daily basis and corrects deficiencies, rather than depending on professors having to ask. o One member stated that Pace was “behind the curve” in keeping classroom spaces and technology up to date, which harms our ability to provide an excellent learning environment for our students. He said that this can negatively affect student satisfaction and perhaps affect retention. TECHNOLOGY • Blackboard o Blackboard continues to be a very useful and reliable courseware tool. Some members commented that students are reticent to use the discussion board, despite strong encouragement from the beginning of the term. Those students who do use it find it very helpful. • Echo 360 o This lecture capturing technology is now widely used by many professors, with students clearly appreciating the opportunity to revisit lectures and catch up when they have to miss class. The software can be run either from the resident computer in the classroom or from the Personal Capture version installed on a laptop. In both cases, the recording can be edited prior to publishing on Blackboard. • Blackboard Collaborate o This technology is designed for interactive sessions controlled by a moderator, with no practical limit on the number of participants. Students can access a session from Smart phones and tablets as well as computers. As with Echo 360, the session can be recorded, but has the additional ability to allow sharing desktops and multimedia files, take web tours, and work collaboratively on problem solving or case analysis. It is also easy to bring in outside guests, and recordings can be made available anywhere – not just on Blackboard. Although as many as six participants can be given the microphone, most communication is via a chat box, with comments seen by all. There is a rudimentary white board which makes limited graphics available. One member mentioned that he successfully holds virtual office hours via Collaborate, with students able to log in from their Blackboard course page. Another member finds it very effective to share her desktop to illustrate problem solving with questions and answers from students, and uses the polling tool to see how many understand a point. One member noted that undergraduate students are much less likely to attend a Collaborate session than graduate students. o For faculty interested in considering using Collaborate, CTLT offers frequent training sessions. Effective use requires participants to have fast Internet connections, particularly when the video camera is being used. Respectfully submitted by John Carter
  • LFC Educational Resources Committee [Committee Member]
  • LFC Faculty Affairs Committee 05/16/2014 [Committee Member]
    Desc: Discuss faculty affair matters and make recommendations to the Lubin Council.
  • LFC Nominating Commitee [Committee Member]
    Desc: To participate in the meetings, prepare request for nominations, process them, and submit to the Lubin Faculty Council.
    Committee's Key Accomplishments: Nomination process still to begin.
  • LFC Faculty Affairs Committee [Committee Member]
    Desc: The committee met to discuss how Clinical Faculty are similar/different compared to Tenure-track Faculty at Pace and at other schools. It was noted that the 2013 Faculty Handbook (p15) indicates that all promotions should involve the CDFPT, which seems inconsistent with the promotion guidelines passed at the May2 JFC meeting. We agreed on the following action items: 1. Define the responsibilities and qualifications of Clinical Faculty. 2. Recommend criteria for rank promotion for Clinical Faculty. 3. Other recommendations regarding Clinical Faculty and the comparison to Tenure-track Faculty. Thoughts that emerged during the meeting on #1 - It may occasionally be in the interest of Lubin/Pace students to have faculty with specific professional skills of a "clinical" nature.
  • LFC Educational Resources [Committee Member]
    Desc: Educational Resources Committee. This committee shall: a. Review the library policies of the University to ensure that library resources satisfy faculty and student needs and comply with the requirements of accrediting bodies. b. Evaluate advances in technology, as they affect teaching, research, and administrative activities, and identify both opportunities they provide to improve institutional effectiveness and limitations of the University's existing technological resources, including computer and telecommunications facilities. c. Assess the adequacy, appropriateness, and condition of the instructional and physical facilities of the University. d. Recommend changes in policies and improvements in capabilities of the University library, technology (including computers and telecommunications), instructional, and physical facilities for instruction. e. Provide a liaison to University committees on instructional, library, technological (including computers and telecommunications), and physical facilities.
    Committee's Key Accomplishments: I have attended a Focus Group about facilities and classroom technology. I reported the experience. Based on the discussion about library resources, classroom technologies, etc. the committee discussed propositions for improvement to be taken to the Lubin Council meeting.
  • Recommendation Letter on Behalf of Demetrios Stamoulakis for a Doctoral Program in the Department of Food Science & Nutrition, at the University of the Agean. [Other]
    Desc: Wrote a recommendation letter on behalf of Pace MBA alum Demetrios Stamoulakis for a Doctoral Program in the Department of Food Science & Nutrition, at the University of the Agean.
  • LSC Faculty Affairs Committee Meeting on February 11, 2014 [Committee Member]
    Desc: To discuss Faculty Affairs to be taken to the LFC.
    Committee's Key Accomplishments: During a two hour meeting. held on February 11, 2014, I joined 3 other committee members to discuss a new student evaluation questionnaire. After reviewing the University proposal, Lubin's current questionnaire, and a proposal brought by the committee chair, we developed a recommendations to be submitted for consideration of the LFC, and later implementation.
  • Recommendation Letter to Maryland University MBA Program on Behalf of Student Christopher Frank [Other]
    Desc: Wrote recommendation letters on behalf of student Christopher Frank supporting his application to MBA Programs.
  • Recommendation Letter on Behalf of Student Imerlyn Ventura for an Internship []
    Desc: Wrote a letter for student Imerlyn Ventura recommending her for internship positions.
  • Recommendation Letter to West Virginia University MBA Program on Behalf of Student Christopher Frank []
    Desc: Recommendation Letter to West Virginia University MBA Program on Behalf of Student Christopher Frank
  • Served as adviser of Honor Student Tiffany Phuong Phuong Nguyen on her Honor Thesis. [Faculty Advisor]
    Desc: Served as adviser of Honor Student Tiffany Phuong Phuong Nguyen on her Honor Thesis.
    Committee's Key Accomplishments: Tiffany Phuong Phuong Nguyen's Honor Thesis titledd "Brand Vietnam: An analysis of how the U.S. media has shaped the country's brand image in the last three decades" was approved. It will be soon submitted for publication in Place Branding and Public Diplomacy.
  • UNIVERSITY SERVICE

    • LFC Educational Resources Committee [Committee Member]
    • LFC Faculty Affairs Committee [Committee Member]
    • LFC Nominations Committee [Committee Member]
    • Pleasantville Master Plan Committee Meeting [Committee Member]
      Desc: To overview the Pleasantville master plan and make recommendations for campus physical, technology, and security improvements, marketing campaigns, fund raising, etc.
    • Lubin Faculty Council [Committee Member]
    • Master Site Plan Communications Team [Committee Member]
      Desc: Westchester Faculty Council Representative
    • LFC Nominations Committee [Committee Member]
      Desc: Meeting to elect committee chair.
    • Lubin Faculty Council [Attendee, Meeting]
      Desc: Attended meeting from Pleasantville. However, there problems with teleconference.
    • Master Site Plan Communications Team [Committee Member]
      Desc: Visit to Alumini Hall
    • Master Site Plan Communications Team [Committee Member]
      Desc: Westchester Council Representative
      Committee's Key Accomplishments: Construction update, communications actions, and fundraising progress.
    • WFC Meeting on March 06, 2015 [Attendee, Meeting]
      Committee's Key Accomplishments: Volunteered to serve in the Kenan Teaching Award committee.
    • Master Site Plan Communications Team [Committee Member]
      Desc: Representative of the Westchester Faculty Council
      Committee's Key Accomplishments: Follow up on construction progress, communications, and fund raising.
    • WFC meeting on Friday, Feb 6th [Attendee, Meeting]
    • Master Site Plan Communications Team [Committee Member]
      Desc: Westchester Faculty Ceuncil Representative.
      Committee's Key Accomplishments: TOPICS DISCUSSED Construction Update The Campaign for Pleasantville Communications and Next Steps
    • Master Site Plan Communication Committee [Committee Member]
      Desc: Serve as Westchester Council Representative and discuss constructions updates, fundraising, communication activities, etc.
      Committee's Key Accomplishments: The committee has met regularly for updates. Except for the period I was on a medical leave I have participated in all the meetings.
    • Lubin Faculty Affairs Committee [Committee Member]
    • Lubin Nomination Committee [Committee Member]
    • Master Plan Communication Team Meeting 08/21/2014 [Task Force Member]
      Desc: Westchester Faculty Council Representative.
      Committee's Key Accomplishments: Covered in the meeting: Construction Update Schedule Overview Campaign Update Staff Introductions Review Logistics Plans
    • Master Plan Communication Team Meeting 07/24/2014 [Task Force Member]
      Desc: Westchester Council Representative
    • Lubin Educational Resources [Committee Member]
      Desc: As a mer of the committee, attended the Classroom Online Focus Group on April 09, 2014, 2:00.
      Committee's Key Accomplishments: Several issues regarding classroom, including technology, connectivity, lighting, etc. were brought up by participants and will be looked at.
    • Master Plan Communication Team Meeting 05/29/2014 [Committee Member]
      Desc: Westchester Council Representative: Master Plan Communications Team Meeting · Construction Update, William McGrath · Kessel Student Center Coordination, Mary Lieto · Development Update, Aisha Moyla · Next Steps, Aisha Moyla
    • Classroom FocusGroup [Attendee, Meeting]
      Desc: I attended the online Classroom Focus Group today April 9th from2:00PM-3:00PM . Attendants discussed several issues they have experienced regarding classroom technology, connectivity, etc. Pretty much, they were all familiar and recurrent matters. IT and EdMedia representatives commented on all the issues raised.
      Committee's Key Accomplishments: it and Ed MEdia are either are already looking at the issues brought up or promised they would take care of particular problems in specific classrooms reported by participants. Clearly, within the budget limitations, the people responsible for classroom technologies and conditions are doing a terrific job!
    • Master Plan Communication Team Meeting 03 [Committee Member]
      Desc: Westchester Council Representative
      Committee's Key Accomplishments: To follow-up on the, project, construction and communications related to the PLC MAster Plan.
    • Master Plan Communication Team Meeting 02/04/2014 [Committee Member]
      Desc: I am one of two representatives of the Westhester Council in this committee. The committee deals with construction and communications about the Pleasantville Master Plan.
      Committee's Key Accomplishments: The Master Plan has been approved, construction began, builders are being hired, etc. The committee discuss the progress of the Master Plan and make communications-related decisions.
    • Master Plan Communication Team Meeting 11/26/2013 Westchester Faculty Council Representative. The committee deals with communications about the Pleasantville Master Plan. [Committee Member]
      Desc: Westchester Faculty Council Representative. The committee deals with communications about the Pleasantville Master Plan.
    • Master Plan Communication Team Meeting 10/30/2013 [Committee Member]
      Desc: Westchester Faculty Council Representative. The committee deals with communications about the Pleasantville Master Plan.
    • Master Plan Communication Team Meeting 08/22/2013 [Committee Member]
      Desc: Westchester Faculty Council Representative
    • Master Plan Communication Team Meeting 08/22/2013 [Committee Member]
      Desc: Westchester Faculty Council representative.
    • Master Plan Communication Team Meeting 07/17/2013 [Committee Member]
      Desc: Westchester Faculty Council representative.
    • Master Plan Communication Team Meeting 02/20/2013 [Committee Member]
      Desc: Westchester Faculty Council representative.
    • Master Plan Communication Team Meeting 01/22/2013 [Committee Member]
      Desc: Westchester Faculty Council representative.
    • Master Plan Communication Team Meeting 01/16/2013 [Committee Member]
      Desc: Wetschester Faculty Representative.
    • Master Plan Communication Team Meeting 12/19/2012 [Committee Member]
    • Faculty Priority Committee discussion of survey results July 24, 9:00 - 10:00 am [Committee Member]
      Desc: The Faculty Priority Committee met, on July 24, 2012, 9:00 - 10:00 am, to discuss survey results and the presentation to the Westchester Faculty Council.
    • Faculty Priority Committee questionnaire discussion May 23, 9:00 - 10:00 am [Committee Member]
    • Faculty Focus Groups Academic space discussion April 30 2012 3:00 pm [Other Institutional Service Activities]
    • Faculty Focus Groups Academic space discussion April 30 2012 9:00 am [Other Institutional Service Activities]
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