Ranked #1 in
the World
richard.ettenson@thunderbird.edu
Areas of Expertise: Brand Management, Global Brand, Strategy, International, Marketing, Customer Decision Behavior, Marketing Strategy
Richard Ettenson, Ph.D., is an associate professor of international marketing and a Thelma H. Kieckhefer Research Fellow in Global Brand Marketing at Thunderbird School of Global Management. Since 2003, he has organized Thunderbird’s annual GlobalBrand brand-plan competition that teams students with real-world company clients seeking branding ideas and expertise. He has extensive experience in executive education as well as entrepreneurship.
Dr. Ettenson’s areas of expertise include brand management, global brand strategy, international marketing, customer decision behavior and marketing strategy. Among his current research projects are global brand management during mergers and acquisitions, achieving the ideal brand portfolio, customer-decision behavior for domestic and imported products and international consumer boycott behavior.
He is highly sought-after by industry publications and is also in demand as a presenter of programs and seminars relative to a variety of marketing topics. His commentaries have been published in such esteemed outlets as Harvard Business Review, The Wall Street Journal, MIT Sloan Management Review, The Financial Times of London, Journal of Marketing, International Marketing Review, Journal of International Consumer Marketing, Journal of Services Marketing, Journal of Business Venturing, and Journal of Retailing, among others. He has delivered program and seminars on five continents to senior executives from a wide range of global enterprises: McDonald’s, BP, Mattel, Boeing, Brasil Telecom, Acer Computer (Taiwan), LG Electronics (Korea), Queensland Rail (Australia), Bayer (Germany) and more.
Dr. Ettenson has served on the editorial boards of International Marketing Review, Journal of Product and Brand Management, Journal of Retailing, and Journal of Consumer Marketing.
Prior to joining the faculty at Thunderbird, Dr. Ettenson served a senior technical advisor in the United Nations Development Program for marketing in China. He has been an invited research scholar at the Institute for Economics and Forecasting of the Russian Academy of Sciences in Moscow, the School of Management of Warsaw University in Poland, the Institute for Economics and Market Research of the Hungarian Academy of Sciences in Budapest, and the School of International Business of Nanjing University in China. He has been the founding partner of a pair of companies, the CEO of start-up Adaptive Technologies and senior partner of Type 2 Consulting in New York City.
He has served on the faculties of the Graduate School of Business at the University of Chicago, the School of Business at Georgetown University and at the University of Maryland. He was an associate professor and chair of the marketing department at Bond University’s School of Business in Australia.
Dr. Ettenson earned his Ph.D. and his MS at Kansas State University.