Richard Ettenson

Richard Ettenson is professor and Thelma H. Keickhefer Fellow of Global Marketing and Brand Strategy in the 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 “Outstanding Faculty” award (voted by students), Professor Ettenson has extensive MBA, executive education and consulting experience and has delivered powerhouse 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, Bank Mandiri, 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 over his career has produced more than 100 articles, book chapters, and international conference presentations. These include a wide range of thought leadership articles in the world's top 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, Journal of Retailing, 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 an effective blend of business, marketing and brand strategies.  

Professor Ettenson has also served as Visiting Professor at CEIBS (China European International Business School) in Shanghai and was a STAR (Senior Technical Advisor Research) in the United Nations (U.N.) Development Program (for Marketing) in China and has been an Invited Research Scholar at the following institutions: The Institute for Economics and Forecasting at the Russian Academy of Sciences in Moscow; The 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 is a dual citizen of the U.S. and Australia.