Richard Ettenson, Ph.D,. is Associate 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 brand building excellence, global brand strategy, and international marketing strategy.  Professor Ettenson is also a Senior Partner in Type2 Consulting, a top echelon brand consultancy based in New York City.

Professor Ettenson has extensive executive teaching and consulting experience and has delivered brand strategy programs on five continents to senior executives from a wide range of world class global enterprises, including among others, American Express, McDonalds, Intel, LG Electronics, Honeywell, Bayer, Dow Chemical, BP, Delta Airlines, Best Western, Briggs & Stratton, Brasil Telecom, China Telecom, Acer Computers, and the Danone Group. 

Professor Ettenson has published extensively and has produced over 80 articles, book chapters, and international conference presentations.  These include articles in leading management outlets such as Harvard Business Review, The Wall Street Journal, MIT Sloan Management Review, 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 and 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 is a dual citizen of Australia and the U.S.