معرفی
Richard Ettenson is a Professor and Thelma H. Keickhefer Fellow of Global Marketing and Brand Strategy at the Thunderbird School of Global Management. He specializes in aligning business, marketing, and brand strategies to create value for stakeholders. A senior partner at Type 2 Consulting, he advises global enterprises like Intel, McDonald’s, and ExxonMobil. He has won multiple Thunderbird ‘Most Valuable and Effective Professor’ awards and holds editorial board positions at leading journals. His research focuses on global brand management, customer decision behavior, and strategic alignment.
Education:
- Ph.D., Kansas State University
- M.S., Kansas State University
- B.A., Fairleigh Dickinson University
Research & Professional Roles:
Professor Ettenson has authored nearly 100 articles and book chapters, including works in Harvard Business Review and Journal of Marketing. He previously taught at the University of Chicago, University of Maryland, Georgetown University, and Bond University. He served as a senior technical advisor in the UNDP and has held visiting scholar roles at institutions in Russia, Poland, Hungary, and China.
Awards & Recognition:
- Multiple Thunderbird ‘Most Valuable and Effective Professor’ awards
- Gold Medal for Basketball at the 2023 World Masters Games
Consulting & Leadership:
Founder of a market research firm and three startups, he advises on business strategy, brand development, and global market entry. He currently serves on Adaptive Technologies Inc.’s Board of Directors.
