Richard Ettenson, Ph.D.

Professor and Thelma H. Kieckhefer Fellow in Global Marketing and Brand Strategy
Areas of Expertise: 

Brand Management, Global Brand, Global Strategy, Marketing, Customer Decision Behavior, Marketing Strategy


Global Brand Management, Global Brand Winterim, Global Marketing Management

Professional Bio: 

Richard Ettenson, Ph.D,. is Professor and Keickhefer Fellow of Global Marketing and Brand Strategy, Global Business Faculty at the Thunderbird School of Global Management. His areas of expertise include helping companies align their business, marketing, and brand strategies to create value for customers, employees and shareholders. He is also a senior partner in Type 2 Consulting, a NYC-based business strategy and brand consultancy.

A multiple winner of Thunderbird’s “most valuable and effective professor” award, Professor Ettenson has extensive MBA, executive education and consulting experience and has delivered highly effective programs on five continents to MBAs and senior executives from a wide range of world class global enterprises, including among others, Intel, McDonalds, LG Electronics, ExxonMobil, Amway, Volvo, Textron, PriceWaterhouseCoopers (PwC), Best Western, SABIC, Brasil Telecom. China Telecom, Honeywell, Raytheon, Dow Chemical, BP, Volvo, Delta Airlines, Briggs & Stratton, Acer Computers, and the Danone Group. 

Professor Ettenson has published extensively and has produced nearly 100 articles, book chapters, and international conference presentations. These include articles in the leading management outlets such as Harvard Business Review, MIT Sloan Management Review, The Wall Street Journal, Financial Times, Ad Age, as well as publications in top tier academic journals such as Journal of Marketing, International Marketing Review, Journal of Business, and Journal of Business Venturing. An entrepreneur who founded a market research firm and three other start-ups (one of which he served as CEO), he regularly consults with industry, helping companies increase the underlying value of their businesses through the merging of their business, marketing and brand strategies. He also has served on the editorial boards of the International Marketing Review, Journal of Retailing, and Journal of Consumer Marketing. He currently serves on the Board of Directors of Adaptive Technologies Inc.

Professor Ettenson has also served as a Senior Technical Advisor in the United Nations Development Program (for Marketing) in China and has been an Invited Research Scholar at the following institutions: The Institute for Economics and Forecasting, Russian Academy of Sciences, Moscow; School of Management, Warsaw University, Poland; Institute for Economics and Market Research, Hungarian Academy of Sciences, Budapest; and the School of International Business, Nanjing University, China.

Prior to joining Thunderbird in 1999, Professor Ettenson served on the faculties of The Graduate School of Business at the University of Chicago, The University of Maryland, College Park, and Georgetown University. He also served as an Associate Professor and Head of the Marketing Area in The School of Business at Bond University in Australia. Professor Ettenson and his family are dual citizens of the U.S. and Australia and recently he won a Gold Medal for basketball at the World Masters Games in Australia where his team went undefeated.